The employer’s brand or HR brand works like marketing, but instead of customers, there are candidates and employees.
It’s all company’s DNK include, and also it’s what market thinking about your company. Sometimes market opinion is more important.
How to understand that it is time to improve employer brand?
- lack of CVs for vacancies. Especially for regular positions, where usually no shortage of specialists.
- you lose candidates until interview stage
- candidates receive an offer, but refuse it
- high staff turnover
- employees choose competitors, and leave your company
- there are a lot of negative reviews about the company on the internet and you’re ready to agree that they are constructive.
A strong employer brand helps:
- to convince candidates that your company is a good choice
- to reduce time for closing vacancies
- to increase quantity of positive reviews about company
- to save budget on recruiting
- to reduce staff turnover
- to retain top employees.
The first step to build strong employer brand is developing a strategy. This is a necessary step in order to analyze the current situation with employer brand, to understand how the competitors are acting, to determine the key advantages of the company and the best options for brand promotion.
How we develop strategy
Market research
Analysis of the current situation with employer branding
Conducting online sessions (1-2) to form the base of the employer value proposition
Determination segments of the target audience
Defining goals and performance indicators
Creation of a promo concept
Selection of channels and main topics for promotion
Creation of detailed instructions for working with each communication channel.
Strategy implementation
After completing the strategy, together with the client, we create a plan to implement strategy in each communication channel and determine who is responsible for each direction.
Some activities can be implemented by the client’s team, some – by us:
- Career Site
- SMM
- Content marketing
- Advertising on social networks and Google
- PR
- Events
- Collaboration with universities
- Influence marketing
- Special projects
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