You've probably seen this buzzword floating around Linkedin for the last couple of months….but what does it actually mean?
Just as you would use your business branding to make your products or service stand out from your competitors, you also need an employee value proposition (EVP is much easier to say!) to define an organisation's employment offer.
Employer branding is your organization's effort to communicate what makes it a desirable place to work in and the active management of your image to existing and prospective employees.
It’s not exactly a new concept in the HR and Recruitment world; it was actually coined in the early 90’s! So why is it now the next best thing since online job boards??
A strong, positive employer brand has always been important. After all, great people build great businesses!
Companies from various industries are finding that top candidates are a prominent source for establishing competitive advantage. In an information age with multiple content forms competing for limited candidate attention, leaders are now putting their main focus on employer branding to ensure they get the next industry superstar!
Simply put, employer branding is your golden ticket to building amazing teams and becoming an industry leader.
OK, so now we know what employer branding is, we need to start to develop an employer branding strategy.
First of all, lets give all the work and responsibility to ‘Jerry’, he’s responsible for recruitment right? Wrong! This will need to be a collaboration between the whole business, especially Senior Management. How can you expect to create an authentic and true reflection of your business if only one person is involved?
Your employer branding and recruitment strategy should have several goals that need to be mapped out prior to launching any campaign. These include:
1) Make an Employer Branding Unique Selling Point. This statement should set the bar for what candidates can expect from the company.
2) Define and display company culture. Identify your company's environment. Talk to existing employees about the current culture then tell the audience about it.
3) Understand employee interaction. Tailor your recruiting strategy to find candidates that will work well with the existing team and company.
4) Weave a thread - focus on the personality traits and skill sets of candidates you wish to recruit and find similarities between your candidates to retain your company culture
Once your key steps are in place, you will then need to execute your strategy.
1) Enrol your employees - encourage existing employees to become engaged and spread the word.
2) Post relevant content to your candidates. 75% of your content should be related to your industry and 25% should be about your company specifically.
3) Time management - use time management systems, including Hootsuite and Buffer, and allocate time to engage with your audience and your potential candidates.
4) Objective Setting and Measurement - what did you set out to achieve? For example, increasing brand awareness through shares and likes, or increasing exposure and applications for new roles.
Hopefully this has shed some light on the new buzzword in town and will give you enough to get started on your own employer branding strategy. Remember….there is a war on talent, don’t be the one who loses!
Hi, I'm Chantelle Jones