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Оглавление - Branding Your Way to Better Talent
A Practical Guide to Creating an Irresistible Employer Brand
- About the Author
- Join the journey towards a successful employer brand today!
- Introduction
- What is an employer brand?
- Part 1. Is it worth the effort?
- Why Does Your Company Need an Employer Brand?
- Step 1: Assess the timeliness of working on your employer brand for your company
- Step 2: Clarify the key tasks facing your company in the next 1—3 years
- Step 3: Define what to expect from your employer brand to achieve your goals
- Step 4: Consider what external factors are hindering your employer brand efforts
- Step 5: Clarify how and when you will measure the success of your employer brand
- Step 6: Measure the loyalty level of your employees
- Step 7: Choose your way to measure employee success, loyalty, health, and activity
- Step 8: Find out what it means to be a prestigious employer brand
- Step 9: If your goal is to become popular on the internet, regularly collect reviews and comments about your company
- Step 10: Track recruitment metrics to improve hiring efficiency
- Step 11: Use ready-made solutions to track recruitment statistics and automate them wherever possible
- Step 12: Define your employer brand’s target audience
- Step 13: Clarify what sets apart your successful and loyal employees?
- Step 14: Find what’s critically important for your job candidates and employees in terms of professional skills?
- Step 15: Identify the values and soft skills of your company’s ideal candidates
- Step 16: Discover where your target audience lives, visits, what they like and read
- Step 17: Have you considered expanding your target audience and exploring new niches?
- Step 18: Decide who can become a co-author of your employer brand and a brand ambassador
- Step 19: Can your company’s product or service promote your employer brand?
- Step 20: Make a list of people who can help you promote your employer brand
- Step 21: Sell the need for working with your employer brand to your management team
- Part 2. Measure three times, cut once
- Step 22: Craft your company story for your employer brand
- Example of top-10 questions to the founder or CEO to dive into your employer brand
- Step 23: Capture direct quotes from managers
- Step 24: Research your employer brand through corporate materials
- Step 25: Gather employee feedback about your employer brand
- Step 26: Use focus groups to your advantage
- Step 27: Gather real-time employee feedback online
- Step 28: Establish consistent and applicable employee feedback practices
- Step 29: Don’t forget about departing employees!
- Step 30: Create a list of your «people» competitors
- Step 31: Find where your employees are coming from and where they go when they leave your company?
- Step 32: Learn how your competitors attract employees and how they «sell» themselves in the labor market
- Step 33: Monitor what is being said about your company and competitors online
- Step 34: Find out what your job candidates want
- Step 35: Choose a convenient way to regularly receive feedback from candidates
- Part 3: Put the pieces together
- What matters more: packaging or content?
- Step 36: Draw your advantages map
- Step 37: Create your employer value proposition tree
- Step 38: Align your Employer Value Proposition (EVP) with your team and leadership
- Step 39: Make group work unconventional
- Step 40: Think about how you will «package» your EVP
- Step 41: Stay on top of creative trends to enhance your employer brand
- Step 42: Craft a compelling employer brand text
- Step 43: Make sure your text resonates with your audience’s generation
- Step 44: Enhance your texts with infographics
- Step 45: Create a quality photo gallery to enhance your employer brand
- Step 46: Create an employer branding video
- Step 47: Add unconventional elements to your employer branding strategy
- Step 48: Revamp your employer brand: make it interactive and attract top talent
- Step 49: Craft stories for your employer brand
- Step 50: Establish «unified rules of the game» for your employer brand
- Part 4. Present yourself in all your glory
- Target your nets with care, lest you haul in a catch too bare
- Step 51: Share your employer brand with your employees!
- Step 52: Integrate your employer brand into all internal processes
- Step 53: Reflect your advantages in the candidate offer
- Step 54: Adapt your employer brand for incoming employees
- Step 55: Integrate your employer brand into your training program
- Step 56: Optimize motivation and working conditions for your employer brand
- Step 57: Align employee evaluation processes with your employer brand
- Step 58: Evaluate how employee development reflects your employer brand
- Step 59: Integrate your employer brand into all communication channels
- Step 60: Make your office space a mirror of your employer brand
- Step 61: Incorporate employer branding into well-being programs if employee health is one of your core values
- Step 62: Find co-authors for your employer brand among employees and create a referral program
- Step 63: Don’t forget about working with former employees and alumni
- Step 64: Draw a candidate journey map for your employer brand
- Step 65: «Activate» your employer brand at every touchpoint on your roadmap
- Step 66: Analyze and test the candidate experience at each step of your roadmap
- Step 67: Put your company on the map
- Step 68: Start with your employer brand landing page
- Step 69: Check the header image on your landing page
- Step 70: Check if your landing page is targeted towards your desired audience
- Step 71: Show your employer brand on your career page
- Step 72: Automate your job postings and applicant communication on your employer brand page
- Step 73: Make your landing page open to Google
- Step 74: Create a recommendation service and start building a database of potential and loyal candidates for your company’s employer brand
- Step 75: Implement a career chatbot on your landing page
- Step 76: Create a face for your employer brand on key job portals
- Step 77: Get listed on company review sites
- Step 78: Launch your employer brand on industry-specific job sites and platforms
- Step 79: Embed your employer brand in consumer channels and tools
- Step 80: Make your employer brand communication personal
- Step 81: Interview your employees to showcase on your employer brand page
- Step 82: Develop an audio format to promote your employer brand
- Step 83: Attract media attention to your employer brand
- Step 84: Open the doors of your company to potential employees, including virtually
- Step 85: Promote your employer brand using professional communities
- Step 86: Attract themed Telegram channels to promote your employer brand
- Step 87: Choose a social network to promote your employer brand
- Step 88: Name yourself smartly
- Step 89: Develop a social media strategy for your employer brand
- Step 90: Engage employees in promoting your employer brand on social media
- Step 91: Handle negative feedback effectively for your employer brand on social media
- Step 92: Utilize twitter to your advantage for employer branding
- Step 93: Create your employer brand video channel
- Step 94: Open the doors to your company
- Step 95: Promote professionalism and expertise to enhance your employer brand
- Step 96: Stand out by promoting your employer brand on Pinterest
- Step 97: Regularly measure the effectiveness of your employer brand on social media and adjust your strategy accordingly
- Step 98: Find thematic contests to promote your employer brand
- Step 99: Go live with your job candidates
- Step 100: Use AI to launch your employer brand
- And...finally
- I wish you luck! Don’t miss out on the opportunity to take your company’s HR game to the next level!
- Recommended reading on Employer Branding