Depending on the size of your business you will have differing views as to what employer brand awareness is.
In basic terms, your employer brand is what your current and future job applicants think about you as an employer. It is their perception of how you treat your employees and candidates in combination with your employee value proposition.
Here are some steps you might take when thinking about developing your employer brand awareness.
1. What do you want to achieve from your Employer Brand Awareness Campaign?
What do you want to achieve from your employer brand?
- Get more job applicants
- Get higher quality applicants
- Increase awareness of your brand
- Increase offer acceptance
2. What is your Candidate Persona or Ideal Candidate?
You need to know what your perfect candidate looks like and how they behave when looking for their next role.
- What does the ideal biography look like (age, position, title, salary, location, education, experience)?
- Why would they change jobs (Life & career goals)?
- What are their current frustrations, what is making them think about a new role?
- How do they look for jobs?
- What platforms do they use to search for jobs (social media, job boards, company websites)?
- What key personality traits are you looking for?
- What key skills are you looking for?
- What motivates them in their job (firms mission & values, career opportunities, work environment etc)?
- Who will influence them in their decision?
3. What is your Employee Value Proposition?
Now you know the sort of candidate you are looking for you, need to think about the value of your offer.
Basically, you need to develop an employee value value proposition that covers:
- Work Environment
Read Employee Value Proposition for more information.
4. Which Channels will you use to Promote the Role?
You need to think of all the points in your marketing and business that the candidate will touch and ensure that they are all working and responding with the right message.
Points to consider:
- Social networks
- Employer website or micro employer branded jobs site
- Current employees
- Inbound recruiting
- Job adverts
- Applicant tracking system
- Application process
5. Monitoring and Analysis
Digital marketing if done correctly can give you a mass of data once it has been setup correctly. You need to sit down with whoever is doing your recruitment marketing and identify which analytics will give you the appropriate data so that you can make the right decisions.
6. Next Steps
Every business is different and so we like to sit down with you for a no-obligation chat to review what you are looking to achieve. As we are a hybrid agency we can then either do it for you, coach/train you to do it yourself or you may come away with sufficient information from the review to simply do it yourself. We don’t mind as if you get stuck you are more likely to come back for help later. Go to Free Recruitment Marketing Review to book your review today.
If you would like a chat about your brand awareness then call 0345 053 7417 or email firstname.lastname@example.org