We came to the point when talent are more important to business success than they have ever been, there’s an acute need to find and retain top talent in order to be successful. Especially in IT businesses we fight for people advantage and talent optimization so we have new positions like Chief Talent Officer. Attracting and retaining the right talent is becoming a key organizational capability. The industry is quickly moving away from a short-term recruitment focus to a long-term employer branding focus.
Glassdoor found that 84% of people would consider leaving their current position if approached by a brand with a better reputation, while 69% would reject job offers from brands with poor employer branding – even if they were unemployed.
HR has to change direction from support function to business enabling function. It will be possible only if all people in HR unit understand the business needs and what types of competences the organization needs in order to deliver on the business plan. After that as any marketing specialist, HR has to think the same way, what are their main target groups (talents) and to fully understand them to make proper communication model for them. What are we going to communicate to them? With well-defined employer value proposition (EVP) we can attract candidates with same values, showing them that we are credible, our business sustainable and allowed for differentiation in the long term.
Here is a example of Hubspot EVP
“We’re building a company people love. A company that will stand the test of time. So we invest in our people, and optimize for your long term happiness. “
According to Towers Watson, companies that use an employee value proposition effectively are „five times more likely to report their employees are highly engaged and twice as likely to report achieving financial performance significantly above their peers when compared to companies that use their EVP less effectively.“
When we know what is important to our business, know and understand our target groups and have defined EVP we need to select KPIs and set objectives and start measuring an organization’s attractiveness and brand association.
How are we going to communicate with them? We have to take care in which mode our target groups are in to know where our main focus should lie: on driving awareness, consideration, or desire. Doing this we will optimize the selection of communication channels and will lead to the best possible ROI.
When are we going to communicate with them? Create an annual plan. Know your market and what the specifics of your target group needs are during the year and link them with your business needs.
Do you have an idea how should your communication look like that will have the greatest possible impact on the target groups and set the company apart from the competition? Test them on focus groups, execute and follow-up.
These are the steps in external employer branding, but there are a lot of those which can be done internally, because the best ambassadors of any company are their successful and happy employees. So do not forget to engage and empower your employees because they will do employer branding for you for free.