Your first days in employer branding: Tips to a great start

JUMPSTART YOUR EMPLOYER BRANDING CAREER: TIPS TO GET OFF TO A GREAT START IN YOUR FIRST DAYS (PT. 2)

Is it your first day meeting employer branding? In our previous article, we talked about the definitions of employer brand management, strategy, tactics, and when to start employer brand communications. If you need more information before proceeding, click here for part 1.

1- MEET OR BUILD THE TEAM

Congratulations on defining your employer brand and when to start communications! One of the first actions you need to take is to gain leadership buy-in for their support. They will be the ones answering your requests for resources such as budget or people. To achieve this, your employer branding goals need to align with the current business objectives. Additionally, you will need the support of your team while coming up with the plans and pitching them to the top management.

1A- Roles & responsibilities

To effectively manage the employer brand, it is important to have a clear understanding of the roles and responsibilities involved. It is also essential to collaborate effectively across departments. While all employees contribute to shaping the employer brand, there must be a designated team responsible for its success. The top management sets the direction and goals for the employer brand and provides resources and support. The human resources department is often the main point of contact for employees. They oversee recruitment, employee relations, and company culture. The communication department focuses on developing and maintaining a positive public image and effectively communicating the organization’s message to stakeholders. The roles and responsibilities of roles within various departments might change with the cultures of organizations. However, it would benefit you immensely to have an overall idea of who your internal allies might be.

1B- External allies in the first days of employer branding

Your team comprises not only your colleagues in the organization but also the partners and vendors of the organization. Successful employer brand management requires collaboration between internal stakeholders and external partners and vendors. It is essential to identify the individuals in the organization who hold responsibility for these relationships and to understand their roles in the process. Through dialogue with existing partners, you can gain insight into many critical points. These may include the scope of the current contracts, the challenges you address, performance metrics, and potential strategies to optimize the relationship. Additionally, it is beneficial to explore new vendors through demonstrations and to consider how they could fill any gaps in service.

1C- Networking in the first days of employer branding

Building a network of employer branding professionals outside the organization is essential to the long-term success of employer brand management. You can achieve this through social media platforms such as LinkedIn, Twitter, and Facebook, as well as through attendance at conferences and workshops. Through this, it is possible to develop a range of contacts and resources that can be tapped into during times of need. You can glean many valuable insights. Ultimately, a broad network of professionals provides an invaluable source of ideas and inspiration that you can use to drive forward the employer brand management process.

2- DEVELOP EMPLOYER BRAND STRATEGY

With a clear understanding of the internal and external views of the organization, the next step is to define the employer brand identity via strategy. This involves creating a clear and consistent message that represents the unique qualities and values of the organization. This message positions the organization as an attractive and engaging place to work. The employer brand identity should be reflected in all aspects of the organization, including its recruitment materials, employee communications, and overall workplace culture. Additionally, the employer brand identity should be closely aligned with the organization’s EVP. This reflects the unique value proposition that sets the organization apart from its competitors.
Once you have identified the current state of the employer brand, you should develop a strategy to promote it. This involves creating a plan for how you will communicate the employer brand to potential employees. It also involves developing tactics for implementing the strategy. The purpose of the employer brand strategy is to create a consistent message that reflects the organization’s unique value proposition (EVP). This message makes it an attractive and engaging place to work.
The most important part of developing a strategy is to conduct research to define the purpose. In this case, it includes attracting top talent, retaining current employees, or creating a positive and engaging workplace culture. Your internal and external data sources, as mentioned here in this article parts 1 & 2, will help you come up with the internal communications strategy and external communications strategy. The essential part of this process is to always keep in mind that the ultimate goal of all communications (tactics) is to provide reasons to believe in your EVP.

2A- Review the Employer Brand Strategy

• Review the employer brand strategy to ensure that it aligns with the organization’s goals and objectives, as well as the needs and expectations of the target audience.
• Make any necessary revisions to the strategy to ensure that it is comprehensive and effective.

2B- Identify Key Initiatives

• Based on the employer brand strategy, identify the key initiatives that are necessary to achieve your employer branding objectives.
• Consider initiatives such as revising job descriptions, enhancing employee engagement programs, and updating your company’s social media presence.

2C- Allocate Resources

• Determine the resources (such as budget, personnel, and time) that will be required to implement each of the key initiatives.
• Ensure that adequate resources are allocated to each initiative to maximize its impact.

2D- Assign Ownership

• Assign ownership of each initiative to a specific individual or team within the organization.
• Ensure that each initiative has a designated owner who is responsible for its implementation and success.

2E- Develop a Timeline

• Create a timeline for each initiative that outlines the start and end dates, as well as key milestones.
• Ensure that the timeline is realistic and allows for adequate time to implement each initiative.

2F- Monitor Progress

• Regularly monitor the progress of each initiative and make adjustments as necessary.
• Ensure that initiatives are on track and that the employer brand roadmap is meeting its stated objectives.

3- IMPLEMENT EMPLOYER BRAND STRATEGY

As a newcomer in employer brand management, it is crucial to have a clear understanding of the target audience, the goal of the employer brand, and the Employer Value Proposition (EVP). With these elements in place, it becomes easier to effectively implement the employer brand strategy. Implementation involves executing the tactics outlined in your strategy, such as creating content, launching social media campaigns, and developing partnerships. Additionally, it involves monitoring the success of your strategies and making adjustments as needed. The KPIs mostly include but are not limited to the ones below.

• Employee retention rate
• Employee engagement
• Number of applicants
• Quality of hires
• Cost per hire

When it comes to launching campaigns or single communications, the following steps should be taken after defining the KPIs.

Determine the most appropriate channels to reach the target audience – This could be through various mediums such as social media, career websites, employee referrals, or job boards.

3A- Create compelling and consistent messaging

The messaging should be in line with the EVP and must be communicated consistently across all channels.

3B- Plan and execute a multi-channel approach

Launching a multi-channel approach will increase the reach and impact of the campaign.

3C- Regularly monitor and adjust the campaign

Regular monitoring of the campaign’s performance will enable the identification of areas that require improvement.

4- EMPLOYER BRANDING STRATEGY ESSENTIALS

When communicating the employer brand, it is essential to consider the following points.

4A- Authenticity

The messaging must be authentic and should align with the company’s culture and values.

4B- Consistency

The messaging should be consistent across all channels and must be in line with the EVP.

4C- Relevance

The messaging should be relevant to the target audience and should address their pain points and aspirations.

4D- Emotional Appeal

The messaging should evoke an emotional response in the target audience and should inspire them to connect with the employer brand.

4E- Timing

The timing of the communication should align with the target audience’s needs and preferences.

4F- Corporate brand

Your content should reference and must be in line with the corporate brand, showcasing mission & values.

5- CONCLUSION

Launching successful employer branding initiatives is a complex and multifaceted endeavor that requires a thorough understanding of the organization’s culture, values, goals, and external environment. It is also crucial to have a clear understanding of the target audience and the Employer Value Proposition (EVP) to align the strategy and messaging accordingly.

As an employer branding professional, it is important to establish a comprehensive strategy that outlines the various elements of employer brand management and tactics for effective implementation. This should include resource allocation, assigning ownership, developing a timeline, and regularly monitoring progress to ensure the success of the initiative.

Always remember; the ultimate goal of employer branding is to provide a positive and memorable experience for both employees and job candidates. By following these tips, you can jumpstart your employer branding career and get off to a great start in your first days on the job, ultimately making a lasting impact on your organization’s success.

To learn more, you can join a free week session of Employer Brand Academy certificate courses here or you can download our free ebook on creating an authentic employer brand here.