7 STEPS CHECKLIST
To Building The Most Modern Employer Branding Solutions Aimed At Solving The Talent Attraction and Candidate Engagement Challenge:
The problem
The talent profile
The research
The metric
The EVP, campaign
The brand collateral
The activities
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UNDERSTANDING THE EMPLOYER BRANDING STEPS
THE PROBLEM
Step 1: Identify the branding problem you are trying to solve for your company, candidates
ð Lack of brand awareness – people don’t know about our company
ð Low brand consideration – people know about us but don’t consider us as a top place to work
ð Evoke brand desire – people are scrambling to apply to my company (typically experienced by Google, Facebook, Apple etc.)
ð Poor word of mouth – negative sentiments on social media, PR
ð Negative reviews on Glassdoor
ð Experienced brand trauma – scams, layoffs, shutdowns, cyber attacks etc.
ð Candidates accept our offers but don’t join us
ð Confused messaging: no one knows what we do?
ð Exciting product, company however too much competition from talent sharks
ð Niche sector, how to build interest for emerging technologies
ð Lack of talent supply for a new skill like ai, edge ai, data sciences
ð Any other:
Explain your problem in detail: _____________________________________________
THE TALENT PROFILE
Step 2: Define the persona of your target talent audience
Parameters:
Age:
Diversity:
Generational focus: ð Multi ð Gen Alpha ð Gen Z ð Gen Y ð Gen X ð Boomers
Location:
Skill, industry:
Tech stack:
Certifications:
Behaviors:
Motivators:
Identify Key Talent Insights:
· example data scientists look for solving large-scale problems through data or talent searches for us on quora and not job boards
Which social media or online forum is most popular with your audience type?
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
Which other tech, networking or knowledge forums, events will they be found on? Think both offline or online
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
4. ____________________________________________
THE RESEARCH
Step 3: Research your competition, do an online brand audit
Conduct an EVP survey, identify what are your brand differentiators
List down your most progressive people policies, compare your rewards package with industry benchmarks,
Do a local business market analysis, map talent trends for your region
Do an industry analysis if need be, identify other industries from where talent can be sourced
Lookout for macro trends like corona, recession, boom, start-up etc.
THE EVP (Employer Value Proposition)
Answer ‘why’ should someone JOIN, PERFORM, STAY at your company?
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
4. ____________________________________________
5. ____________________________________________
Write down what you offer that no one else does?
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
THE METRICS
Step 4: Nail your objectives, what do you intend to achieve from this exercise
Choose your success metrics
Choose the one where your employer brand is hurting the most
Your Objective | Corresponding EB Metrics |
Increase brand awareness | Hits on the website, on the careersite, social media followers, social media impressions, video views |
Drive traffic to the career website | Interaction with the careersite, number of direct applicants |
Generate qualified leads | Quality of people, candidates that enter the interview process, Source of hires, Time to hire |
Showcase company culture | Likes, shares, comments, follows |
Build a connection with talent
| Engagement with content, increase in followers, connections, |
Build a community or tribe
| Engagement with content, quality of followers, connections, discussions on the group, influencers |
Establish your company as a thought leader | Thought leadership Articles, whitepapers, opinion pieces, downloads, comments or discussions it sparks |
Build employee advocacy | Number of employees involved, cumulative reach, engagement with their connections, |
Improve Glassdoor ratings and reviews: | CEO rating, recommend to a friend, more authentic pros less cons, stars for career development, diversity etc |
THE CAMPAIGN
Step 5: Create a campaign with these insights and the end result you want this campaign to achieve identify the type of content that will appeal to your talent group
Write down the Central thought:
Craft a Campaign tagline or EVP:
Type of campaign: online, offline, through the line, print, social, mobile etc. __________________________________________________________
__________________________________________________________
__________________________________________________________
Type of content: ____________________________________________
__________________________________________________________
__________________________________________________________
Type of experience or engagement: ____________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________
THE BRAND COLLATERAL
Step 6: Once your EVP is ready, write an EVP blurb i.e. create a standard EVP boiler plate. Then create a master poster and a master design and replicate it everywhere
Use the following employer brand collateral checklist:
EVP tagline
EVP blurb
EVP symbol or hook (example infinity symbol to represent possibilities)
EVP designs, look and feel (example doodles or graphic or specific photo types)
EVP Copylines, engaging content
EVP posters
EVP brochures
Careersite
Social media posts, pictures
Videos
Redo Job descriptions
Career graphs
Candidate Mailers
Offer letters
Recruitment marketing
Events branding
Booths
Merchandise
Internal communications
Anything else
THE TOOLS, TACTICS, CHANNELS, MEDIUMS
Step 7: Decide your activities and create a content + events calendar. And follow through
Recruiters, interviewer:
briefings
toolkits
messaging sheet
Employee Social Profiles:
LinkedIn bio
Hashtags
Social media policy do’s and don’ts
Branded Giveaways: yes or no
Candidate kits
New joiner kits
Award kits
Corona care kits
Campus kits
others
Offer Letters:
branded
message form CEO
transparency on ESOPS
deductions
evp messaging
career development
opportunity letter
total rewards
wellness package
Crisis care (corona or pandemic package)
others
Careersite:
redo messaging
redesign look and feel
launch a new platform
new web experience
interactive site
gamified site
new ai recruitment software
others
Dynamic pages:
specialized skill
gigs
diversity
special recruitment drive
remote work
flexibility
CSR, Corporate Social Justice
others
Diversity branding:
Focus:
women
LGBTQ+
disability
ethnicity/race
veterans
minorities
others
Highlight:
Cognitive inclusion
Social Justice
Belongingness programs
Equity programs
Unique Roles for
Reserved Roles for Diversity hires
others
Partner with Diversity forums:
Rise
HerKey
Avatar
Gracehopper
Sheenzyn
We Ace
others
Certifications: internal tool - ibm - unacademy - others
Upskilling programs: Yes/No
Hybrid Work:
Remote Roles
Flexibility policy
Work from home days
Jobgrams: #_______ Job families: _______________________
Careergraphs: #_______ Functions: _______________________
Culture Blogs: #_______ Topics: _______________________
People policy Blogs: #_______ Topics: _______________________
Tech Blogs: #_______ Topics: _______________________
VIDEOS: #____ Themes: _______________________
Live streams: #____ Themes: _______________________
Video channel: youtube - tiktok - IGTV - others
Events: #_______ Areas: _______________________
Webinars: #_______ Topics: _______________________
Tech Forums: Github - Techcrunch - Mashable - Stackoverflow - TechGig - Scalar - others:
Sponsorships: #_________ Level: Platinum #, Gold # , Silver #
Hackathons: # _______ Skills: __________ Forums:___________
Contests: #_________ Type:____________ Gifts: ______________
Referral programs: #employee _________ #candidate________ #vendors ________ #customers_______ #others
Referral prizes:
Dynamic Referral Programs: gamified or vouchers or bonus
#job boards ads _________ #glassdoor ads _________ #Indeedads
#Linkedin ads___________
Targeted Ads: ð remarketing ð ai based targeting ð others
Applicant ATS segmentation: ð tagging ð targeting ð re-targeting
Social Media Channels:
- Glassdoor - LinkedIn - Twitter - Facebook
- Instagram - Pinterest - Tiktok - Ambition Box
Pride forums ðothers:
Social posts: #_______ Type: _______________________
People stories: #_______ Areas:_______________________
Spotify playlists: #__________ #leaders______ Topics: _________
Podcasts: #__________ #leaders______ Topics: _________
Podcast channels: apple - google - stitcher - tunein - spotify
Use of Messaging Apps: - Whatsapp - Facebook Messenger - Telegram - Instagram - Twitter Chats - others
Use of bots: chatbot - video bot - others
EMPLOYEE ENGAGEMENT
How will we use our existing employees to champion the social strategy?
Just share their pictures, events in office etc
Feature them as testimonials in blogs or people videos
Use their personal networks to grow our brand
Anchor all brand communications through your people’s networks
Any other innovative idea:
Employee Generated Content:
New joiners
Leavers
Hashtag campaigns
Celebrations
Recognitions
Certifications
others:
CANDIDATE EXPERIENCE
What new experiences will you create to delight your candidates and ensure they join your company on the promised date?
easy search and apply options
best interview experience – questions, tests, process, video recruiting
continuous communication
closing the loop (communicate hire no hire decision)
give feedback to unselected candidates
Unique offer letters – social media offers, parents sharing the offer etc.
preboarding forums
on-boarding ideas – welcome kits, hashtags, social media pop-ups, welcome messages by recruiters, etc.
others:
Bonus sheet: A Recruiter’s Social Media Checklist
Daily:
1. Reply to everyone – responding is important. It’s called ‘social’ media for a reason!
2. Check your mentions
3. Monitor for keywords – this is great for checking out who’s talking about certain subjects. You may even find your next client.
4. Schedule your updates – this keeps things simple. use a tool such as Buffer.
5. Check out other profiles
6. Curate content to share
7. Advocacy
8. Engage with MVPs – find accounts that you want to engage with, and start a conversation!
9. Follow back
10.Connect with one new person
Weekly:
1. Check your stats
2. Engage with influencers – engaging with influencers means your name will be out there. Don’t be afraid to converse with the big-dogs!
3. Engage with partners
4. Weekly goals check-in
5. Hold a strategy session
6. Attend chats, hangouts etc – get involved in the online community that surrounds your industry. There are multiple tweet chats and hangouts that you can join!
7. Update your social media ads – If your using social advertising to help your online recruiting efforts, this is the time to update them
Monthly:
1. Perform a social media audit
2. Goal-setting – set yourself social goals for the next month.
3. Come up with new experiments
4. Plan ahead for the next month
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