Develop a brand strategy for employers that attract talent

I worked in recruiting for many years and then transitioned to becoming a global coach for individuals and companies trying to improve. I work with many companies that do extraordinary work and become an attractive talent. Then, there are others. They are companies that hire leftovers from other companies and have to work hard and spend more money than they want to hire. The key difference I see is their employer brand and their efforts to deliver the employer brand strategy and to that strategy.

Think of it as how to create an image for its products. When I say generic brands, most people associate it with cheap ones. When I say Mercedes-Benz, New York Yankees, Apple or “Three Guys in the Garage” startup, everyone has the impression that you are connected to the business. Develop an employer brand strategy just like you do as an employer. This is the launch point to attract and keep the person you want.

What is an employer brand?

Employer brands are the process of building engaging and consistent information around the company’s culture, mission, and recruitment practices. This is how you represent the company tailored to your potential employees and its unique needs and needs. An effective employer branding strategy will help you attract your company and retain the best talent. It should be considered a key part of the recruitment strategy. When you take the time to develop a strategy that is real for your business, you will convey information to the market about the type of company you are in and the people you use and want to hire.

Why is employer brand important?

The employer brand will help you distinguish your company from other employers in the industry or market sector and make your company the preferred employer, attracting new talent who may not be familiar with your company. The employer brand aims to create an honest and positive image of the company and its internal culture. This is about communicating with existing and new employees, which is essential for your organization. It can help improve hiring fill rates, reduce rental time, reduce turnover and help you create a competitive advantage. When you create an employer brand, you are not only selling the company or department, but also selling experiences involved. This can save costs for your company.

For example, working with a company and helping them reduce the time it takes to rent from 4 months to 7 weeks can save costs. Real money involved in helping another company look at its culture and reduce turnover from 37% per year to 23%!

Identify your target audience

One of the first steps in building an effective employer branding strategy is to identify the target audience you want to be interested in the goals you offer. To do this, you need to do research and be familiar with the job market in your region and industry and what your current employees have in common. Start by taking a closer look at your industry and the type of job you are currently open to. This will help you determine the type of candidates you need and the type of skills they need to have. While some may suggest considering age range, gender and the location of the candidate you wish to attract and the level of experience, I want to stop you from considering age and gender for the same reasons as race. In the United States and many other countries, it is illegal to use these attributes as part of the decision-making process, and it leads to homogeneous thinking, which makes blind spots missed and lacks diversity of thought and experience.

Just as politicians and senior leaders have only one opinion, you will face a uniform environment that loses the benefits of different eyes and voices.

Develop your employer value proposition

Your value proposition is the reason that potential employees should work for your company. This is a clear and concise message that illustrates the advantages that potential employees gain by working in your business. There are a few things to keep in mind when formulating an employer’s value proposition.

First, you don’t want to focus on the needs of the company – you also want to consider what employees receive. After all, you have no control over what they get from experience. Second, you need to be short and simple. A good rule of thumb is to keep your employer value proposition at 10 or less. Doing so ensures that you focus on the advantages that bring to the company and its people’s work. Seth Godin simply said: “People like us do something like this.”

Then, if you are running ads to get people or leaders to talk about the company and the environment, you want to have a unified messaging to tell people what they are in, and then support them in a way that they are treated, managed and led.

Develop employer brand strategy

Once you have a better understanding of the type of people you want to attract, it’s time to introduce your company’s strategy to your audience. This is the emergence of your employer branding strategy. There are many things you need to think about when developing a strategy. First determine the type of employees to hire. What hard and soft skills do you want them to have? What type of attitude and culture do you want them to have or come from? How do you want them to work in your company and in that department? These are the questions that need to be answered when putting employer branding strategies together. Remember, you don’t want to mislead or lie completely. You want to provide a clear and honest representation to the company. This will promote your employer brand and the experience you create for people through the content you create.

Create your employer branded content

Now that you have introduced your company’s strategy to potential employees, it’s time to start creating content that will be the basis of your employer’s brand strategy. The content you create to promote your employer brand will vary depending on which format you take. It can range from a company’s mission statement (what you know is a mission statement) to a video showing your company’s culture, to a podcast of employees working for your company. The key is to find different ways to introduce your company to potential employees and show them why they should work for your company. There are a few things you need to keep in mind when creating content.

Get to know your audience – who are they? What do they care about? What do they want from their careers? This will allow you to create content tailored to their needs and interests.

Share your company’s story – What is your business history? Why start? What is your mission? This will help you create content that truly represents your organization and the culture around you.

Find the company’s voice – Now that you have learned the company’s story or re-recognized it and created content that reflects it, you need to find the company’s voice. This is the tone and style you will encounter in all of your content. When a company finds its own voice, it will separate you from your competitors and prevent you from sounding like everyone else. No one wants to work for the same company as anyone else. What makes you unique?

Expand your employer branding efforts

Once you have created a strong employer branding strategy, you will need to make sure you are expanding your efforts. This will help ensure you reach your biggest audience and communicate your employer brand effectively. Some ways to expand your employer’s branding work include:

• Hire a brand or marketing company – You may need to hire a brand or marketing company to help improve your efforts. They can provide you with valuable insights and expertise while helping you put your brand efforts into practice.

• Invest in social media marketing strategies – Social media is a great way to increase the scope of employer brand efforts. Once done correctly, it can help you connect with new employees and can help reach a wider audience.

• Create or redesign a powerful website that emphasizes working for your company – An important part of an employer-branded website or your existing website is an excellent way to introduce your business to potential employees. This may also be a great way to keep existing employees engaged and aggressive. You can also use a portion of the current website to communicate with people. Remember: Focus on what they need and want, not what you need and need. Focus on making them fall in love with your company and think to yourself: “I wish I could interview them.”

Measuring the impact of employer brand strategy

Now that you have a strong employer branding strategy in place, it’s time to view the results and adjust your efforts as needed. The best way is to track your efforts to help you better understand how employer brand efforts affect your business and adjust if necessary.

There are several ways to track the progress of your employer’s brand strategy.

• Track candidate sources – Track the source of your candidates and new employees to see how many jobs you have come from your employer brand. This will give you a better understanding of the effectiveness of your work.

• Measuring social media traffic – Track the number of contacts you get from different social media platforms and work, and how many new interviews and new employees have occurred. Remember, you may not get instantaneous results from brand efforts. They will happen over time.

Recession comes and goes. The boom times come and go. Spending too much time finding new friends to fill seats in your company is very expensive. Employer branding strategies can provide huge benefits to your organization, department, team, and more while creating a work culture that produces huge results.

The last point I want to make is that it usually takes a year or more to create a brand strategy and to damage or destroy it. Monitor the company that re-runs the company to see remedies that can be made to correct it and sync with your climate and culture.