About This Book
Attract the very best talent with a compelling employer brand! Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent. Written by two of the most recognized leaders in employer brand, Richard Mosley and Lars Schmidt, this book gives you actionable advice and expert insight you need to build, scale, and measure a compelling brand. You'll learn how to research what makes your company stand out, the best ways to reach the people you need, and how to convince those people that your company is the ideal place to exercise and develop their skills. The book includes ways to identify the specific traits of your company that aligns with specific talent, and how to translate those traits into employer brand tactic that help you draw the right talent, while repelling the wrong ones. You'll learn how to build and maintain your own distinctive, credible employer brand; and develop a set of relevant, informative success metrics to help you measure ROI. This book shows you how to discover and develop your employer brand to draw the quality talent you need.
- Perfect your recruitment marketing
- Develop a compelling employer value proposition (EVP)
- Demonstrate your employer brand ROI
Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It's good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today.
Getting Started with Employer Branding
Building a Strong Employer Brand
What Is Employer Branding?
Recognizing the benefits of employer branding
- Recruitment: Companies that have a strong employer brand attract larger numbers of qualified candidates, improving the quality of new hires while reducing the overall cost of recruitment.
- Engagement: Employer branding involves creating an environment in which employees are fulfilled by their work and proud of the company they work for. Such a work environment drives engagement, and higher levels of engagement lead to higher levels of productivity and customer satisfaction.
- Retention: A great workplace populated with highly talented and engaged employees is a place employees want to stay. In addition, a strong employer brand clarifies what people can expect from the organization before they apply. Companies with strong employer brands experience significantly lower attrition rates.
- Competitive advantage: Employer branding enables you to build an all-star team with a roster of the most talented individuals in your industry. The collective intelligence, creativity, drive, and determination of highly qualified individuals enables you to gain and maintain a competitive advantage within your industry.
Stepping through the employer branding process/cycle
- Make your organization a distinctively great place to work.
- Make sure the right talent knows how great you are.
- Develop a clear understanding of your organization’s business objectives and the talent needed to meet those objectives.
- Evaluate your current employer brand image among potential recruits and the employer brand experience of your current employees.Identify how this compares with what your key target talent groups are looking for. (See Chapter 3.)
- Define your employer value proposition (EVP), the key ingredients that will make your organization a distinctively great place to work.
- Build your employer brand framework, the creative elements that collectively capture the look and feel you want to convey and the emotion you want to evoke. (See the later section, “Establishing employer brand guidelines.”)
- Generate engaging, story-led content and employee experiences that bring your EVP to life in ways that resonate with the talent you’re trying to attract.
- Actively engage with prospects through selected channels, including your organization’s career website, social channels, job boards, and programmatic (automated ad placement driven by analytics). (See the later section, “Spreading the Word through Various Channels.”)
- Measure your success to determine what’s working and what’s not, from your overall brand strategy down to individual recruitment marketing activities. (See the later section, “Monitoring Your Employer Branding Success.”)
- Adjust your employer brand strategy and individual recruitment marketing activities, as needed, to improve results.