So how do WE do Employer Branding?
There is a process to Employer Branding with key deliverables at each stage:
| Process | Deliverable |
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In the research phase we utilize quantitative and qualitative research methods across a variety of key-stakeholders. More... |
This summary of the research will outline the state of your Employer Brand and look at some factors for its future positioning. More... |
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Using the research findings, we carve out for your company a set of messages that will form the basis of your employment promise – The EVP. More... |
Employee Value Proposition Definitions The EVP (Employee Value Proposition) is an outline of the benefits, both tangible and intangible, that an employer can expect to enjoy by working with you. Often finalized in a workshop with key stakeholders on the client’s side, it forms a checklist for all external and internal employee communications. More... |
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The hard part. Creating a visual look and feel as well as key taglines takes a lot of hard work but the results look great. More... |
This is your brand bible. It will contain the images, designs, templates and messaging that will support your implementation of the new Employer Brand. More... |
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Implementation is just that, the application of your brand to various aspects of your employer lifecycle. More... |
Once “armed” with your employer brand, we believe that there are two more pieces of the puzzle required to gear you up for success in recruitment 2.0 - your careers website and a decent applicant tracking software. More... |
Understanding your reputation as an employer can be achieved many ways and in most cases a combination of any or all of the following may be appropriate:
- Existing data: Employee Satisfaction Surveys, Exit surveys, Internal Communication
- Internal Research Focus Groups: Across key skill sets and levels of experience as well as key geographies if required.
- External Research: As online surveys or focus groups
- Corporate Brand briefing – understanding your companies brand and values
- Existing recruitment metrics, what has been working well and what should we avoid doing again?
Research Report
What perceptions exist in the key external target audiences of your company as an employer? What is your reputation amongst existing staff on the employment experience? What features are being leveraged by your competitors to attract talent? What is the vision for your employer brand (aspirational)? What gaps might presently exist between the employment promise and the employment experience? The answers to all these and more are required if we want to carry on to the next step…
During research, there is a lot to discover. Beyond the employer experience, how is the candidate journey at your company? From first contact to
on-boarding, are your candidates being properly prepared for the company?
What kind of media do your target audience frequent? A bit part of identifying your target audience is asking them the best ways to reach them! From professional papers and magazines to social media and online communities,
it pays to know where your targets hang out!
Employee (or Candidate) Value Proposition Definitions
The EVP is not to be confused with your Employer Brand. The Employer Brand is the personality and values of the organisation and that will not change, but the EVP needs to be able to “flex” across the various types of talent in your organisation such that there is a connection made with sales staff and research assistants alike!
The HodesOxus approach would see the client being presented with three or more possible creative applications from which we can narrow down a single set. Depending on the designs, there may then need to be additional production of images (photography or film) and content (staff interviews, testimonial etc) before the guidelines can be finalized.
The brand guidelines enable staff from different business units to understand and include it into their own projects and recruitment drives. It serves as the “rules” by which you speak about yourself as an employer and delivers the consistency that leads to the longer term brand recognition and affiliation desired.
Implementation often takes the shape of campaigns and projects whereby the brand is implemented step-by-step. Potential projects include anything from Careers web site and recruitment campaign micro sites; Employer Referral Programs (ERP), campus recruitment, offline and print advertising, to internal communications and candidate journey touch-points.
Oxus believes that the careers website is the home of your employer brand and the destination for all who wish to explore the opportunities presented by your company. Visiting the careers website is the primary call to action of all diversified media campaigns such that candidates can be sourced from a variety of demographics and driven to a well branded site from which to begin the application process.
When coupled with a leading Applicant Tracking Software (ATS) you can begin to enjoy not only the efficiencies of good information and recruitment process management, you also get metrics generated that can steer your recruitment practices to even greater levels of efficiency.