5 Steps to a Successful Employer Branding Strategy
Businesses today often discuss having a ‘people advantage’ and are constantly engaged in talent optimization. Attracting and retaining the right talent is becoming an organizational capability and organizations across industries are quickly moving away from a short-term recruitment focus to a long-term focus on employer branding strategy. Employer branding is an organization ability to differentiate and promote its brand identity to a certain group of candidates. It is basically everything that differentiates and makes a company stand out. Adopting a long-term approach by investing in employer branding not only offers a competitive advantage but also helps in brand development.
Here’s a concrete 5 step employer branding process:
Step 1: Understand and analyze business needs
Step 2: Define target groups
Step 3: Optimize the employee value proposition
Step 4: Set objective and select KPI’s
Step 5: Create and execute an annual plan
Client’s Profile
The client- a leading European multinational technology conglomerate headquartered in the US.
Predicaments Faced
The client– an IT industry player was struggling to send a consistent employer brand message across different channels including social media, despite being active across channels. This made them take a step back and questions themselves. They were seeking answers to essential questions such as- Who are we as an organization? Who do we want to be? What are some of our talent challenges?
The answers to these questions led the IT industry player to follow an appropriate employer branding process to take control of their corporate narrative. Also, the IT industry player wanted to turn their global presence around with a new employer branding strategy anchored by employee intelligence, allowing potential candidates to get a real feel of what it’s like to be a part of their organization.
‘Employer Branding’ is more than just a buzzword. It’s vital to your organization’s growth.
Our Approach
At Infiniti Research we provide relevant data that is essential to understand and improve your employer brand. What sets us apart is our research process, which includes opinions of real people on what their thoughts are about your company, thereby giving you a look into your employer brand through the eyes of the rest of the world.
As a part of the employer branding process, we worked closely with the IT industry client to develop the employer branding strategy that they wanted to employ, ensuring its alignment with their strategic priorities. Also, by gathering and analyzing data from several external and internal sources such as interviews, employee satisfaction surveys we developed a robust employer branding process to help the client understand employee sentiments and perceptions, in order to develop appropriate engagement strategies.
Business Impact
By leveraging employee intelligence the IT industry client successfully generated actionable insights from raw data sources. The deployment of unique research methodologies enabled them to boost employee value proposition (EVP). Also, by embracing the developed employer branding strategy, the IT industry player was able to showcase their global expertise in a whole new way. Other than the implementation of the global employee branding strategy, the second most important deliverable was the methodology adopted to implement the new employer branding strategy. Moreover, employer branding strategy helped the client to break down the corporate fatigue associated with their brand enabling them to attract and retain employees.
If you’re trying to improve your employer branding strategy, but aren’t seeing traction, there’s a problem. You’re missing the research needed to make changes that improve your EVP. Get in touch!
