Changes in the labor market, rapidly developing technology, the openness of markets — all this forces employers to not only recruit new employees but focus more on those currently employed. This state of matters, in turn, falls within the scope of the so-called “employer branding” — a company’s activities aimed at building a brand that’s perceived as an “employer of choice.” Only companies at which current and potential employees find their work environment attractive for career development deserve to be called such employers.
One of the most effective ways of promoting recruitment is to create a workplace that employees recommend to their friends. This way, the company may be additionally promoted if its satisfied employee were to advertise on social media platforms, like Facebook, by publishing a post concerning a vacancy at their company.
As job candidates, we often follow leads that are recommended to us by a friend or family member. And, according to a study conducted by Jobvite.com, the highest quality candidates are more often from referrals than other traditional forms of recruitment.
The Steps To Leverage Your Employer Branding
Understand your potential candidates’ needs. The effectiveness of the message lies in adapting it to the current needs of the people to whom it is addressed. Problems with the understanding of the message by potential job applicants may lead to its misinterpretation and, consequently, failure at early stages of communication.
Define the target group. The essential stage of introducing branding of your company is in defining the recipients you want to reach. Should they be young people or maybe high-class professionals? Defining this helps in determining the choice of communication channels. The next step is to draw up a strategy that takes into account, in particular, how your company would stand out from the competition.
Customize your offer. The basis for an effective employer branding strategy is to develop a transparent offer that would include everything a company can offer its potential employees in exchange for their skills, knowledge and capabilities. Clear conditions are the basis for effective communication and avoid misunderstandings, which could delay the process of brand building and recruitment.
Define objectives and KPIs. The right choice of key performance indicators (KPIs) and measures to monitor them will enable the company to formulate its objectives correctly for the whole year. Achieving these priorities will allow for calm, further planning because you will know that you are going in the right direction, in line with your needs and expectations.
Identify channels of communication. Defining the target group, the needs of the recipients and what the company can offer its potential employees in exchange for their skills will help you choose the most effective channels of communication. Not everyone will receive the message from social media or outdoor advertising; therefore, it is necessary to adequately prepare for this stage, which will allow for the potential to reach the greatest possible return on investment (ROI).
Determine how you will communicate the offer. All the steps mentioned above are the basis for the preparation of a communication plan with potential employees. But you need to do more. Brainstorm, write down all the ideas and analyze them in terms of the needs, age and interests of the people in your target group. Don’t forget to test these concepts. Remember, the better and more appealing your idea is to your target recipients, the more likely it is that you will stand out from your competitors that are also looking to recruit professionals.
Make your plans come true! Have you analyzed all the above steps? Good. It is time to put them into practice. Be consistent, monitor the results and react when problems arise. Make adjustments to your plan whenever necessary. Thanks to this practice, the objectives shall be fulfilled and the process of recruiting through building the brand a success.
Being an employer is not only about ensuring that the right people are employed. It also means building your brand in such a way that competitors feel that you are hot on their heels in pursuit of the best candidates. In this way, it will be much easier for you to build a solid, competent team and, thus, to provide the highest quality products and services. Follow these steps consistently, and you will see that implementing an effective employer branding strategy is not so difficult.