At Goals, we hardly ever come across any companies that aren’t engaged in employer branding. That makes us happy! It shows that employers understand that they need to present themselves to talent in an authentic, distinctive and, credible way. Even when the supply on the market is greater than the demand.
Thisis often where it stops. Yet simply defining an employer brand isn’t enough. It’s all about activating and loading your brand: employer brand activation. But how do you do that?
Step 1: Research and define
Start with the basics: Define an EVP. What does your organisation stand for as an employer? What do you offer employees, and why do they think your company is such a great employer? How do you challenge talent? And not unimportantly: translate your brand values into work values.
We don’t need to tell you that the time for top-down communication strategy is over. An indispensable step is for you to talk to employees! Because who better to point out your distinctive character as an employer than you? Stories from employees give you countless insights and striking examples.
Step 2: Load your employer brand
Once you’ve identified your employer brand, it still needs to be substantiated. You’ll load your employer brand with authentic stories and examples. Invite employees to tell you about how they experience your company as an employer. In this way, you collect input that you can use for your labour market communication.
Step 3: Translate to all contact moments
Okay, your employer brand has substance. And now? It’s important that you translate the employer brand into all communication. And by that we mean all communication. Obviously, your ‘working at’ website must be perfect. But are you properly represented on other channels? Consider the phone call someone makes when he or she wants more information about a vacancy, or the reception at a job interview.
Immerse yourself in all contact moments that talent has with your organisation. From potential candidate, to applicant, to employee; everyone must recognise and experience your employer brand. Only then will you activate your employer brand!
At Goals we hardly encounter any companies that are not involved in employer branding anymore. That makes us happy! It shows that employers understand that they need to present themselves to talent in an authentic, distinctive and credible way. Even when the supply on the market exceeds the demand.
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