Talent acquisition and optimization has become a priority of most of the employers nowadays. They have started believing in a long-term focus on employer branding while attracting and retaining the right talent to strengthen the company. Developing its brands according to the long-term business requirements helps a company gain an edge against other brands. Here are some steps that guide you through an effective process of developing your strategy for employer branding.
Understand business requirements: Review your business plans first and see what kind of competencies your company would require to make these plans a reality. Understanding the company’s requirements helps develop a foundation for a successful employer branding strategy.
Define target groups: Considering the business and competency requirements, plan your resources to be spent on attracting the new talent, as well as retaining the existing talent. Define the main and secondary groups to be targeted.
Understand the defined groups: Make efforts and conduct research to understand the internal and external target groups that have been defined. The company should try to know about their current brand perception, their priorities, and the decision stages they are at so it can have an effective communication.
Optimize EVP or employer value proposition: It includes ensuring unique, credible and attractive themes and attributes for all types of internal and external communication with the defined groups.
Set the right KPIs and company objectives: If the company sets right key performance indicators, it is easy to set annual goals too. The achievement of these goals can help you know the direction in which your brand is moving. So, you can measure the impact and see whether your business needs are fulfilled or not.
Optimize the mix of selected communication channels: This can be done when the company knows about the decision process stages the target groups are at. For a good return on investment, it is important to select the correct mix of communication channels. You get to know where the focus needs to be.
Create an activities plan: After all the above planning is done, the company should set its to-be-implemented activities and set the timings to do that.
Develop communication ideas and implement: Now, you need to develop the right communication ideas that will help you differentiate from other brands and create a stronger impact on target groups. But, test these ideas within target groups before you implement them completely. If these are in place, implement your plans and communication ideas to be constantly followed-up. If there are changes in company objectives and requirements, you should bring about a change in your ideas and implementation strategies too.