How to Build a Successful Employer Branding Strategy in 12 Steps - Part I

Summary

In this video, Neelie explains the importance of building a strong employer brand to attract, hire, and retain top talent. The video outlines the first five steps in creating a successful employer branding strategy, including auditing your current brand, reviewing the recruitment process, crafting a compelling Employee Value Proposition (EVP), setting clear goals, and dividing responsibilities. A strong employer brand enhances recruitment, improves retention, and sets organizations apart in a competitive job market. The video provides actionable insights for companies to improve their employer reputation and engage the right talent.

Takeaways

• 😀 A strong employer brand is crucial for attracting, hiring, and retaining top talent.
• 😀 86% of people would not apply to or continue working for a company with a bad reputation, according to Randstad US.
• 😀 Employer branding is part of a broader talent acquisition strategy, helping boost recruitment impact and employee retention.
• 😀 Employer brand is shaped by company policies, rewards, benefits, and employee programs.
• 😀 In 2021, 41% of employees were considering leaving their jobs, highlighting the importance of employer branding.
• 😀 The first step in building a successful employer brand is auditing your existing brand reputation through surveys and social media monitoring.
• 😀 Reviewing your recruitment and selection process is essential to ensure it aligns with your employer brand and attracts the right candidates.
• 😀 Your Employee Value Proposition (EVP) is central to your employer brand and should communicate what makes your organization unique.
• 😀 Setting clear goals is essential to defining what you want your employer brand to represent and how it should be perceived by candidates.
• 😀 Dividing responsibilities within your company for managing employer branding will ensure a smoother, more effective strategy.
• 😀 Smaller companies can leverage internal employees for employer branding, while larger companies may opt for external agencies to manage their strategies.

Q & A

Why is having a great employer brand important?

A great employer brand is crucial for attracting, hiring, and retaining top talent. It significantly impacts your organization's reputation, influencing both potential employees' willingness to apply and existing employees' decision to stay.

What is the percentage of people who would not work for a company with a bad reputation, according to Randstad US?

According to Randstad US, 86% of people would not apply to, or continue working for, a company with a bad reputation.

What is the first step in building a successful employer branding strategy?

The first step is to audit your existing employer brand. This involves understanding what your organization is currently communicating through employee feedback, social media, reviews, and external monitoring.

How can you audit your existing employer brand?

You can audit your employer brand by sending out surveys or conducting informal interviews with employees, reviewing what people are saying on social media, reading company reviews on sites like Glassdoor, or hiring an external company to monitor your brand reputation.

What should you focus on during the recruitment and selection process to improve your employer brand?

Focus on ensuring that your brand is clearly communicated throughout the recruitment process, from job postings to onboarding. The process should be smooth, timely, and attract the right talent that aligns with your company's values.

What is an Employee Value Proposition (EVP) and how does it relate to employer branding?

An EVP is the internal offering that defines what makes your organization unique and attractive to potential employees. It is the foundation of your employer brand, which is the external perception of your organization.

What should you do if you're not satisfied with your EVP?

If you're not happy with your EVP, you should assess what can be improved in your offering to make it more attractive to prospective hires. Then, leverage this improved EVP to strengthen your employer brand.

Why is setting clear goals important in building an employer brand?

Setting clear goals helps define what you want your employer brand to communicate to candidates. It ensures that your branding efforts are aligned with specific objectives, guiding the creation of an authentic and effective employer brand.

How can responsibilities be divided in creating an employer branding strategy?

Responsibilities can be divided based on the size of the company. Smaller companies may use internal employees, while larger companies might hire an external agency or consultant to manage the employer branding strategy.

What are some key questions to ask when reviewing your recruitment and selection process?

Key questions include: Is your brand clear to candidates throughout the process? Does it accurately portray your organization? Are you attracting the right talent? And do candidates have all the information they need before their first day?

What is the next part of the employer branding strategy after the first five steps?

In the next episode, the remaining seven steps to create a successful employer branding strategy will be covered, focusing on building an irresistible employer brand.