When it comes to retaining qualified talent, having an Employer Branding strategy is upmost important. However, this strategy must be well formulated. Here are some suggestions on how to do it.
6 steps to build a successful Employer Branding strategy
95% of professionals consider brands’ reputation as a key factor to decide whether to work in a company or not. On top of that, 72% of employees who have had a bad experience, share it on social media, which can definitely affect the company’s image negatively.Therefore, it is essential not to leave your Employer Branding strategy to chance, but to work on it consciously to improve your reputation as an employer brand.
#1 Align your strategy with your company’s needs
First things first, you should align your strategy with your company’s needs. It can helpful in this task to ask yourself a series of basic questions:
- What are the company’s objectives in the next 12 to 36 months?
- Are there any plans to launch new products or services?
- Is there any lack of professionals in the company that prevents it from meeting those goals?
#2 Define realistic objectives
The second thing to do is to define realistic objectives considering their nature and characteristics. Be specific when defining these objectives:
- The clearer they are
- The easier it will be to tend towards them
You should also define the resources, timeline, deadlines and work according to this objective.
#3 Define KPI’s
Thirdly, you will have to define key performance indicators (KPIs), i.e. the metrics chosen to evaluate a goal’s achievement. These KPIs should be related to the objectives you set, they should be achievable, accurate and actionable, in other words, they should provide data that will help when it comes to improving the strategy.
#4 Analysis plan for your Employer Branding strategy
The fourth step of the plan is to develop an analysis plan for your Employer Branding strategy, so you can collect and analyze data that will allow you to make the right decisions to improve.
#5 Allocate resources
Allocating resources properly is the fifth point to take into consideration for successful Employer Branding strategy. Defining roles and responsibilities in advance will allow you to improve the achievement of deadlines and objectives. You will have to choose whether to work with the current staff or if you need an external professional. Outsourcing may be the best option for companies that do not have the necessary expertise. Creating an internal Employer Branding team can be a cheaper option and, if done properly, can be quite effective.
#6 Create an ideal candidate profile
Finally, create an ideal candidate profile to help recruiters know what characteristics the candidates should have, according to the company standards. Candidates will also need feedback from potential employees, so you will need to conduct some interviews to gather the information you need.
This Employer Branding strategy involves turning your employees and collaborators into brand ambassadors. This will not only enhance the company’s image in the eyes of more and more users, but it will also help your ambassadors position themselves and enhance their personal and professional brand in social media.
As stated in our White Paper on Employee Branding 2021, content shared by brand ambassadors has 8 times more engagement on social media, and is up to 16 times more attractive for the public to share.
What are you waiting for to be the best place to work? Request a demo and start your Employer Branding strategy today!