- January 24, 2023
- Abigail Sel
- 0
8 Steps to Crafting a Winning Employer Brand Strategy
Our company's core values of transparency, equity, and diversity, combined with our commitment to employee empowerment, have resulted in a truly exceptional workplace. Together, we continue to push the boundaries of innovation and redefine industry standards, setting ourselves apart from the competition and achieving unparalleled success.
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Step 1: Gauge Your Employer Brand's Current Position
1. Gather Employee Feedback
Encourage open and honest communication by conducting anonymous surveys among your employees. This will provide valuable insights into what’s working well and areas that require improvement.
2. Monitor Your Company Reviews:
Engaging with and regularly assessing reviews is vital for understanding your employer brand’s perception. In fact, Glassdoor reports that 62% of job seekers have an improved opinion of a company after an employer responds to a review.
Company reviews offer a candid perspective on your organization’s culture and brand image. These reviews can be sourced from external platforms like Glassdoor or through internal channels such as exit interviews. By staying informed and actively responding to feedback, you can continue to enhance your employer brand and attract top talent.
Strengthen Your Employer Brand with Social Media, Recruitment, and Content Strategies
1. Harness the Power of Social Media:
Social media offers invaluable insights into public perceptions of your brand. Collaborate with your social media team to identify common praise, complaints, and frequently asked questions. To gain even deeper insights, employ social listening tools to monitor brand health, sentiment, and keywords associated with your company.
2. Evaluate Recruitment and Onboarding Procedures:
The hiring and onboarding experiences are the first opportunities to showcase your company culture to prospective employees. Seek feedback from current employees, particularly recent hires, and assess your recruitment procedures with your team. Identify areas for improvement and address any shortcomings.
3. Address Content and Resource Gaps:
Content plays a crucial role throughout the hiring process and in maintaining a compelling brand narrative. Consider the following aspects to determine if additional content or resources are necessary:
- Social Media Content: Review the type and frequency of content shared about your brand, employees, and job openings.
- Website Content: Evaluate your career page and overall website branding. Do they need updating?
- Job Postings: Ensure clarity and accuracy in job descriptions.
- Onboarding Materials: Assess whether these resources adequately support new hires or leave them struggling to fill in the gaps.
- Internal Newsletters: Stay connected with your employees through valuable content. Is your current communication effective?
- External Newsletters: Avoid spamming potential candidates; keep your messaging relevant and engaging.
- Blogs: Maintain a consistent flow of industry-related articles and employee advocacy stories to showcase your company’s expertise and values.
Step 2: Craft a Compelling Employee Value Proposition (EVP)
A robust EVP encapsulates the rewards—monetary and non-monetary—that your company offers employees in exchange for their expertise, skills, and dedication. It serves as the foundation for your employer brand messaging and strategy.
- Salary: As a fundamental aspect of Maslow’s hierarchy of needs, salary enables employees to take care of their basic necessities. Ensure that your compensation packages are competitive within the industry.
- Benefits: Offer a comprehensive suite of benefits, including health insurance, retirement plans, and paid time off, to enhance your employees’ well-being and work-life balance.
- Growth Opportunities: Promote employee development through training, mentorship, and advancement opportunities, encouraging employees to reach their full potential.
- Diversity and Inclusion: Demonstrate your commitment to fostering a diverse and inclusive workplace by outlining tangible goals and initiatives.
- Remote Work Flexibility: In today’s ever-changing work landscape, providing employees with the option to work remotely allows them to balance personal and professional responsibilities.
- Company Culture: Create a thriving workplace culture that promotes collaboration, innovation, and mutual respect.
Step 3: Establish Clear Goals and KPIs for Your Employer Brand Strategy
- Attract a higher volume of leads.
- Launch targeted campaigns for priority roles and departments.
- Achieve a specific number of new hires.
- Increase the rate of employee referrals.
- Boost employee engagement levels.
- Attract more qualified candidates for new positions.
- Improve the offer acceptance rate.
- Enhance employee retention over time.
- Encourage more employee-shared content on social media.
- Increase the number of employer branding-related posts.
- Boost positive reviews on platforms like Glassdoor.
- Implement awareness campaigns to elevate your employer brand’s perception and recognition.
Step 4: Pinpoint Your Target Audience and Ideal Candidates
Step 5: Identify Channels and Engage Stakeholders for Your Employer Brand Strategy
1. Assign Roles and Responsibilities: Determine who needs to be involved in your employer branding efforts and define each person’s responsibilities. Ensure that stakeholders are aligned with your strategy, fostering collaboration and a unified vision.
2. Utilize Effective Communication Channels: Consider all potential communication channels, such as social media, newsletters, and internal emails. Identify which channels are most effective in reinforcing your employer brand and reaching the appropriate audience—both internally and externally.
Step 6: Engage Your C-Suite in Employer Branding Initiatives
Securing C-suite buy-in is vital to implementing organizational changes that enhance your employer brand. A McKinsey study reveals that 70% of employees derive a sense of purpose from work, and they seek even greater fulfillment. Involving top executives in communications and day-to-day activities can help provide this sense of purpose and strengthen your employer brand.
1. Inspire Purpose with C-Suite Involvement: Encourage your C-suite executives to actively participate in communications, demonstrating their commitment to the company’s mission and purpose. Employees are more likely to stay on board if they believe in the captain steering the ship.
2. Integrate C-Suite into Daily Strategy: Don’t hesitate to involve your C-suite executives in the day-to-day aspects of your employer branding strategy. Encourage leadership to contribute to employer brand content, cultivate their own social media presence, or actively participate in internal communications. This level of engagement will show current and prospective employees that the organization’s leadership is genuinely invested in the company’s success and their well-being.
Step 7: Crafting a Streamlined Rollout Plan
A well-structured rollout plan ensures that your employer branding strategy remains organized and consistent, while keeping stakeholders informed and engaged. By outlining ways for employee advocates across the organization to get involved, you can create a cohesive and effective approach to promoting your employer brand.
1. Editorial Calendar: Create a schedule for blog and social media content that emphasizes your employer brand, including employee spotlights, company values, and other relevant topics.
2. Internal Communications: Utilize internal emails to solicit employee feedback, encourage social media sharing, and promote an open dialogue around your employer brand.
3. Review Management: Regularly monitor and respond to company reviews, while motivating current employees to share their experiences and leave reviews.
4. Employee Advocacy: Encourage employees across all teams to share job openings and promote the company’s brand, fostering a collective sense of ownership and pride.
5. Website Updates: Refresh your careers page and overall website to accurately reflect your employee value proposition and showcase your commitment to fostering a positive work environment.
Step 8: Monitor and Optimize Results
1. Keep an Eye on KPIs: Continuously monitor your KPIs to assess if you’re meeting the goals you established. This will enable you to identify areas for improvement and fine-tune your approach.
2. Leverage Existing Tools: Utilize the tools at your disposal, such as social media platforms and employee advocacy tools, to measure your progress and gauge the impact of your efforts.
3. Establish a Review Cadence: Implement a routine schedule for reviewing your performance, evaluating your strategy, and determining future actions. This consistent analysis will ensure your employer branding strategy remains agile and effective.