When to start Employer Brand communication
- Posted by: Ali Ayaz
- Categories: Employer Branding, Recruitment
Your company has already started communicating its employer brand, whether you are aware of it or not. For example, if people had experienced your recruitment processes, seen your job adverts, somehow came across stories of your employees -they already have a perception of you as an employer. There is another side to this: If people know about the company’s products or services, they already have an idea of what working there might feel like.
Thus, a better question could be “When to start a ‘structured’ employer brand communication”. Just like in any brand communications, the answer should be “When you have sufficient data about your current situation and enough resources to analyse the data”. Imagine it like this: Would your product development team start designing a new item without sufficient market research? Would your marketing department start creating advertisements without knowing about the needs of said product’s target audience? If your answers sound ‘no’ to both, we are on the right track, and our task might be even more complex than a literal marketing specialist… In their cases, launching a new product is more accessible as they would only have to collaborate coherently with the parent company brand communications. On the other hand, you must be even more coherent & consistent: What you are marketing, i.e., communicating, is the experience of working at your company… Which can never be a “launch” of communications but rather a “re-launch” of communications. The reason is that if there already had been people working for/at your brand, there already are customers, i.e., employee testimonials.
Putting aside these “consumer vs employer brand” parallels, let’s get back to the value of data. Here, it would be great to reminisce that “employer brand communications” include your internal audience (existing employees) and external audience (candidates). Depending on where your company’s corporate goals stand, like expansion or protecting the status quo, your priorities might differ. However, whether you like to recruit aggressively or keep your existing employees, there is only one task to be completed before any structured external or internal communication: Knowing about your current & prior best-performing employees. Of course, there are much more analyses and research to be done, but for the sake of today’s argument, here are some takeaways of the said employee analysis:
- Educational background of your best-performing and longest tenure employees, to determine which schools and departments to hire form
- Turnover rates of various departments, to see if there are any problems concerning your existing leaders -which might repel the best people after they are hired
- Recruitment journeys, to see what platforms are the most efficient to post adverts
- Segment-based internal event attendance rates to see what content you post externally to attract similar Personas
- And much, much more…
Finally, it would be the safest to keep in mind that the data you have at hand might be the key to determining when and how to communicate your employer brand to whom… Data analysis does not only help to determine KPIs to measure your success but also the content of your communication.