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The competition for talent is fierce. Employees often drive organizations to the next level.
In this context, HR specialists face the challenge of differentiating themselves to attract and retain the best talent.
According to our analysis at CCK, the most successful companies in this regard share a common trait: a robust employer brand. But what is an employer brand? How do you build one?
Here are 10 steps to follow, based on our experience.
- Define the Company's Purpose and Values
This is fundamental as the organizational culture defines the work environment and leadership style. Employees need a clear direction for the company's future. Ensure your leaders also understand and personally share these values once they are clear.
- Analyze Your Current Employer Situation
This analysis should include both internal and external factors. An honest and thorough review of your strengths and weaknesses as an employer will be highly beneficial for developing strategies and closing gaps. Externally, you can measure and review market trends, opportunities, and threats. Additionally, evaluate how external stakeholders perceive your company as an employer and research best practices in employer branding while benchmarking against competitors and the industry.
- Define Your Employee Value Proposition (EVP)
How do you want to differentiate yourself as an employer? The EVP is crucial to your employer branding strategy, consisting of the benefits, unique characteristics, and values that distinguish your company.
- Define the Profile of the Ideal Employee
To recruit suitable candidates, you must clearly understand the profiles your company needs. Define the characteristics, skills, and values the ideal employee should possess. This will help align the strategy with the company's expectations and needs.
If your business requires various profiles, both administrative and operational, define them accordingly, considering their unique characteristics and needs in the employer branding strategy.
- Develop an Attractive Brand Story
Create authentic and appealing key messages for your target audience, highlighting what makes your company unique. Your storytelling should be consistent across all communications and aligned with your company culture.
- Create an Employee Journey
Plan and provide a consistent experience for employees at all stages of their relationship with the company. Consider questions like: What do I want to project during recruitment and selection? How do I want participants in the process to feel? How do I communicate selection results? How do I welcome them on their first day?How do I show appreciation?
An employee journey allows companies to standardize processes, ensuring they align with organizational culture rather than depending on the current HR personnel's style.
- Define Your Communication Strategy
Once you have a clear diagnosis, employee profiles, and employee experience, establish a comprehensive communication strategy to project yourself as an employer. Start by defining content themes and communication pillars. Assign a leader to execute the strategy and ensure compliance. Choose the most effective communication channels to reach your audience. Develop attractive content that supports your message and use various formats to stay current with trends. Above all, ensure the employer brand message is consistently communicated through all touchpoints.
- Create a Brand Ambassadors Program
Encourage leaders and employees to become organic brand ambassadors. They can help promote the culture and values, reinforce messages, encourage participation in activities, and maximize the reach of actions. Create tools such as training sessions, toolkits, and manuals to facilitate their support.
- Implement Your Communication Strategy
Always start internally. Launch the communication strategy within the company. Involve employees in promoting your employer brand. Ask them to share their work experiences on social media or participate in recruitment events.
Maintain constant, open, and transparent communication with your employees so they feel valued and motivated. This can include regular meetings, continuous feedback, satisfaction surveys, etc.
Externally, strategically select your participation in activities such as fairs, congresses, etc., and decide on investments to position your employer brand.
- Measure and Adapt
Establish metrics and KPIs to evaluate the success of your employer brand strategy according to your objectives. Metrics could include traffic on the application portal, the number of applications received for a position, participation and progress in rankings such as "Great Place to Work," and turnover rate, among others.
Obtain feedback through employee and candidate satisfaction surveys.
Remember, the most crucial step is to take action after receiving feedback. We aim to create a work environment where people want to grow and enhance the brand's reputation.
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