The following is a summary of the guide.
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When prepared well, a great employer branding strategy will drive a focused, thought-out process and better results. It ensures you spend time on the right things and that everyone’s moving in the same direction. Most importantly, it’s a great way to ensure things get done.
The best employer branding strategies benefit from initial structural design and ‘framing’ from a qualified leader followed by detailed creative development involving the team who will end up executing the plan. This drives co-ownership of the strategy, which usually enhances the quality of the work and the end result.
Every marketing strategy should start by defining who you are trying to engage. Segment your audiences as much as is reasonably possible - think role types, employee profiles (experience, skills, location, employment status). By actually writing down and reflecting on how these audiences behave and what matters to them, you’ll be able to plan how you are going to find them and start the conversation.
We recommend identifying one to three big goals (e.g. increase the quality of shortlisted candidates and hires) and then identifying the strategies you need to deploy to achieve those goals. For each of these strategies, set specific objectives which, combined, will deliver those top-line goals.
It’s easy to lose focus so be clear on what activities you’re going to undertake to have the biggest impact. Then select the channels you think (or your data suggests) will be most effective. Not sure what will work? Trial, measure and refine.
Your strategy is worthless if people don’t read it or buy in. Keep it clear and concise, then create a plan with detailed actions - what, how, when, who. Don’t get carried away: check what internal and external capacity and capability you have and map your plan against this.
If you can’t measure it, why are you doing it? Wherever possible, you should formalise how you will measure the impact of what you do and set one or more Key Performance Indicators. Beware of the biggest pitfall of this part of the process: letting things drift. The owner of each tactic or strategy should be reporting on progress and outputs at regular, agreed intervals.
Make sure you set up from the start of the project a framework for ongoing check-ins. This is how you ensure things get done and that you and the team keep learning and improving your work. We’ve seen employer branding strategies start with a bang and die with a whimper because the key stakeholder takes their eye off it. Stay focused.
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