the manual to building and employer brand

The manual to buildingan Employer Brand.

CORPORATERECRUITERS

1. Research 2. Plan

3. Promote 4. Measure

As easy as1,2,3...4

The manual to buildingan Employer Brand.

It is the hybrid of HR and Marketing with the main purpose of attracting and retaining talent. An employer brand is promoted by the employer and endorsed by itscollaborators, becoming brand ambassadors.

The win of the war for hiring the best talent does not always rely on the best bidder, employees analyze a series of benefits, not only monetary but professional and personal as well. A “top of mind” Employer Brand is on the lead for selecting the best talent from a pool of enthusiastic can-didates that may even have your company as a career goal.

“Just as a brand has attributes, a company has unique culture, values, and benefits that sets it off from their competitors.”

CORPORATERECRUITERS

J. Hunter

Before you start talking about your talent start listening to your team! Ask employees about their favorite things of working on your company and how candidates see you. Also, audit your current materials and see what you arealready doing good and what can be improved.

Questions to ask:1. Who are you looking to attract?2. What are your biggest challenges?3. Where are your candidates seeing you?4. How do you set appart from other employers?

1. Research

A strong talent brand reducescost per hire by up to 50% and lowers turnover rates by 28%.Eda Gultekin, What’s the Value of Your Employment Brand?

WWW.GLOBAL-RECRUITERS.COM

External Audit• Employer presence• Recruitment channels• Recruitment advertising• Company and Career Pages on Web and Social Media• Employee online profiles

Internal Audit• Company culture• Compensation package• Company intranet• Training materials• Performance management• Employee exit follow-up

Now that you have your research, put it to use! The good, the bad and the ugly. Check if your communication is being effective, what is important to your audiences and what is not.

2. Plan


Tools:• Employee compensation package.• Calendar of actions for your audiences.• Promotional and internal materials.• Control and evaluation tools.

Steps:1. Craft your message.2. Establish goals & key indicators.3. Define your audience.4. Select communication channels.

BrandMessage

External

CommunicationChannels

CommunicationChannels

InternalCulture

LeadershipCompetences

CompetitionMarketNiches

WebAdvertising

P.R.

MaterialsIntranet

Evaluation

The best way to implement an employer brand promotion is through a map divided per audiences and channels,determine the messages and materials that will bedelivered to employees and candidates at the best time.

Keep in mind what would be the easiest way for your target audience to find you: think like a candidate!

A smart approach for an effective promotion is a wellintegrated social network, this allows an easy navigation for the user as well as a good way to measure your reach.

3. Promote


Pick your channels:• LinkedIn company page.• Facebook business page.• Job Portals.• Job Fairs.• Marketing materials, “work with us” videos...get creative!

Pay special attention to:1. Employee word of mouth.2. Social media.3. Mobilie compatibility.4. Creating an experience.

Here are some metrics to determine the success of your employer brand:

• Employee retention increases.• Your offer acceptance rate goes up.• Your company is recognized as a great place to work.• You have a growing social media audience.• Your Talent Brand Index score rises.

4. Measure


Ready to go!These indicators will help youmonitor and track results.Giving you an insight of whatworks to communicate youremployer brand easily and effectively.

175M+Linked members

Talent Brand EngagementIs the number of people who have proactively shown interest in your brand, measured by:

Researching company and career pagesFollowing your companyViewing jobs and applying

Talent Brand ReachIs the number of people who are familiar with you as an employer. This is the pool of talent that you have the potential to influence, measured by:

Viewing employee profilesConnecting with your employees

51,277 14.0%366,263 =

Talent Brand Index

LinkedIn TalentBrand Index

This guide will help you define a plan for your Employer Brand, but what will make it a successful one will be the strength of your brand message and how well youcommunicate it.

Sources: The Employer Brand Playbook - LinkedInBuild Your Employer Brand - Randstad

Ready to sell!


Is an executive search firm with over 25 years ofexperience in the industries of Manufacturing, Hospitality, I.T., Sales, Commerce and Family Business.

We provide Employer Brand consultancy to our clients within our Exclusivity Search services.

Elaborated by: Francisco Fimbres

Marketing Coordinator, Corporate Recruiters

Corporate Recruiters


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the manual to building and employer brand

Recruiting & HR