Employer Branding: the Strategy and the Process to Achieve It

Employer Branding has been seeing a rightful increase from the different brands, big and small. A few brands that have done right by employer branding and are reaping their benefits are Vodafone, Unilever, and L’oreal. And with the benefits that these brands are enjoying, it is safe to say that they made the right decision.

Employer branding strategy follows the following steps loosely.

Audit Your Brand

The first step of the employer branding process is that of the audition of your present brand and its perception among the masses. This includes your customers as well as your employees. You can get this information from performance reviews, employee surveys, employment websites, review sites and not forget social media.

Build Ideal Candidate Persona

The next step is to build the persona of an ideal candidate for you. This persona is based on employees’ motivation, personality traits, the roles and responsibilities that they want, their decision influencers, etc.

person writing in notebook

Determine and Build Required KPIs

The next step is to build the required Key performance indicators for this initiative as a whole based on which its performance will be assessed. These KPIs will be dependent on their objectives and must be attainable and accurate. Lastly, only the actionable KPIs must be selected that are affected by the exercise.

Determine and Set a USP and Other Differentiators

Every business must be aware of its USP or Unique Selling Proposition. If you don’t, then it is imperative to determine. What do you do best that others can’t? Side by side, crafting your brand story, mission, values, culture, etc., must be determined if not already available. All this helps with USP too.

Define Your Primary Marketing Channels

The primary marketing channels for your business must be propositioned with the information from the last step and look for prospective recruits. You can use paid media campaigns, social media, recruiting websites, etc., to approach prospective employees.

Build an Employer Value Proposition

The next step includes building an Employer Value Proposition for your prospective employees. This proposition should consider what employees want and what you can offer them. This might consist of a good workplace culture, more holidays, development opportunities, corporate responsibility initiatives you and they believe in. To attract talent to work for your brand.

Review and Modify Existing Brand Guidelines

Review your current brand guidelines and modify them according to the employer value proposition and the image you want to project to your employees and your customers.

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Development of Current Team

The next step is to provide your current team with the necessary training. This could include compliance training, skill development training, or even new training for new skills they are interested in learning.

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Review & Align

After all the bases have been covered, you must review your entire process and align it to your objectives by making the necessary adjustments. Ask your employees and HR management, management, and other stakeholders for their opinions on the matter before making the adjustments and gauging their needs and wants.

Assessment of the Strategy

The final step is that of the assessment of your strategy based on your pre-decided KPIs that you introduced earlier on in the process. This will help you further understand your plan, what you are doing well, and what needs a few tweaks.

Employer Branding is a comprehensive process and does not necessarily follow the chronological order of the process as mentioned earlier. Additionally, the review and required alignment of components are continuous throughout the method according to the needs.