The Eight Steps to Building Your Powerful Employer Brand
Employer branding is becoming increasingly
important in strategic decisions. There are several global trends driving the
increase, and some may require you to rethink your employer brand. Many of these
trends are the same as those driving the global move toward Free Agents, or
people who self-manage their careers without being permanently linked to an
employer. Free Agents are typically the most skilled and valuable employees.
So what are the eight steps to building your
powerful employer brand that will help you to attract and retain great staff
and keep you ahead of the game?
1.
Understand where your business is going: future
direction of your company, where it will grow, and what markets you will enter.
2.
Identify the employees you need to get there. Identify
skill gaps and plan when you need employees. Too few employees will lead to
stress on your current team and brand damage. Too many and you may need to
retrench, which causes even greater brand damage.
3.
Determine the key employer brand attributes?those that
define the experience of working with you.
4.
Maintain consistency with the corporate brand. It
simply must be in harmony.
5.
Develop a communications plan. Key considerations are
budget, timing, markets, media and the priority you give to each. The options
include the following:
·
Internet: company intranet, e-marketing, direct
marketing and promotions. This is particularly important for the under-30s.
Ideally develop some simple online tools for them to interact with you or
recruiters.
·
Recruitment advertising: Internet, newsletter, radio,
direct mail, cinema, and TV. Don’t waste money on big newspaper ads sold by
recruiters in some countries.
·
Event marketing: career fairs, company open house,
trade shows, conferences, and special events.
·
Campus recruiting: on-campus university promotions,
sponsorships, and e-marketing.
·
Employee communications: referral programme (pay for
referrals; it is way cheaper than paying recruitment agencies and the calibre
of recruit is usually higher), reward and recognition programme, induction
programme, and intranet.
To get the rest of this free
article and other free resources on this topic , visit http://www.abacusrecruit.com.au/library-of-articles/39-testimonial-article/92-employer-brands.
About the author
Toby Marshall is an active speaker on the international
conference circuit. His mission: To give all companies, no matter how few
employees they have, the information and expert help they need to do their own
recruitment and selection and find great new staff. You can get more resources
at www.abacusrecruit.com.au
Tags: career fairs, company intranet, current team, direct mail, direct marketing, eight steps, employer brand, employer branding, event marketing, free agents, game 1, global move, global trends, internet company, internet newsletter, online tools, recruitment advertising, skill gaps, strategic decisions, waste money