As you develop your employer brand strategy, it can take a lot of time and become frustrating to list and prioritise the things To Do. I want to share a simple step-by-step method that I developed over the years from my experience from more than 200 employer brand projects I have managed. You can develop and start implementing your organisation’s employer brand project in these 3,5 steps:
Step 1 – Discovery
Employer Brand Academy
This is where you check and understand the status of your employer brand. This step includes
- Form a steering committee with representatives from all the departments.
- Examine current HR practices and procedures (from sourcing to exit interviews)
- Analyse your data from surveys and social media (employer image e.g. Graduate Survey, candidate experience, onboarding, exit interviews, turnover reports, employee satisfaction and/or engagement, social media reports, etc.)
- Competitor analysis (not only from the same industry but also the competitors who are targeting the same talent as you)
- One-to-one meetings (especially with top management) and focus groups
Once you collected and checked all the data, you exactly know the current situation. You can prepare the interim report, present it to the steering committee.
Step 2 – Development
It is the stage where you define your target candidate persona, develop your EVP – value proposition- and creative work to attract and keep extraordinary talent.
I normally do it with a kickstart workshop where I present the interim report and then start talking about the future, the vision of the company and how we should align the talent force according to the business of the organisation.
Read more at the Employer Brand Academy blog
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