Employer branding
The Employer Brand is a special component of the brand, or the brand from a special point of view: from the point of view of the labor market. The brand is actually what people think about the given brand - in other words, the brand means the PR of the given company.
And in order to build PR, you first need a job well done, some good, excellent result.
In the case of the employer brand, this is: CARE FOR EMPLOYEES - this is what we have to present and show to our own employees on the one hand, and to the external target audience, potential employees, on the other.
Employer Branding, i.e. increasing and building the awareness of the employer brand, has an impact on recruitment, as well as the retention of the workforce and the efficiency of production, so this topic must be continuously addressed.
The services listed below create and maintain the process of building the company's employer image step by step.
Employer image awareness:
Every company is something. It has a culture, it has habits, values, positive and negative factors, and it all depends precisely on the managers and colleagues who run the company. However, fewer companies can be said to consciously build this image. To ensure that the company's values and traditions are preserved and developed, so that a bond and a healthy team spirit can develop among the employees. Even fewer companies can be said to make that brand known, so potential employees are much more likely to choose a well-known company than an unknown one.
Therefore, the first step is to make us aware of what we really are like as employers!
SURVEYS
We must be able to assess what they think of us as an employer:
- our existing employees
- potential employees
Content of our service:
- we help formulate survey questions for existing employees, as well as develop the conduct of the survey and the collection of results within the company.
- We conduct the survey among potential employees, as follows:
- target audience setting: From our databases, we contact employees whose job scope is aligned with the company's production and activities. In addition, we also have the opportunity to query the employees of companies (competitors) relevant to the company.
- Region setting: select the geographical area relevant to the company.
- In accordance with the filtering criteria defined above, we contact employees from our databases by phone and collect answers to all questions from 50 of them.
- We aggregate the information collected in this way and prepare a short summary.
- Questions included in the survey (these can be customized):
- Have you heard of the company?
- If yes, then what?
- Would you like to work for the company?
Duration of the service: 3-4 weeks.
EMPLOYER BRANDING WORKSHOP – 1 day, ideal number of people: maximum 12 people
Within the framework of the outsourced workshop, we work together with colleagues and managers dealing with recruitment and workforce retention on the following topics: what do employees think of us? - review of survey results, lessons learned, drawing conclusions
- what are we like as employers? – positioning ourselves
- who are our potential employees? – defining and getting to know target groups
- how do we communicate to them about ourselves? - marketing approach
- where should we communicate about ourselves? – strengthening existing communication channels, mapping new channels
Increasing the recognition of the employer's image
After we have become aware of our values, qualities, as well as the circles of potential employees who fit us, and the routes available to them, the content can come.
How should we communicate?
In today's audio-visual and online world, it is essential to be present on the currently popular social media and to "introduce yourself" in the form of videos in addition to photos.
Videos
By breaking down the messages clarified in the previous step into the appropriate target groups, several videos can be created, which can spread on several online communication channels.
The exact script and content of the films will therefore be adjusted to the goals, messages and target audiences.
Movie duration: max. 1-3 minutes. Videos longer than this are no longer watched.
The videos are filmed with a professional film crew and equipment at pre-arranged times.
In addition to videos, other means of communication can of course be implemented based on the foundational workshop. Videos can be promoted on different channels. Social media platforms provide plenty of opportunities for this, ensuring the reach of different target groups.
You can find more details about the recruitment support video here -›
Social media appearance:
Whether we want to publish video, image, or text content, we need to develop and implement the appropriate channels for our target groups.
Currently, the following channels can be used most to build employer branding:
Purposes of the service:
- The goal in the first step is to have a well-thought-out, structured page with specific content that is aligned with the company's existing communication strategy.
- The next step is that you will be able to use these interfaces continuously for recruitment and to strengthen your employer image.
- The continuous care of the surfaces requires additional resources, but until this is not available, you can entrust the operation to us.
The service We recommend for a period of 3 or 6 months to implement, during this time a routine will develop and it will become understandable what you can best use these two interfaces for.
Content of the service:
- Development of a concept related to the operation of the Facebook, LinkedIn and Instagram pages (definition of contents, development of a when-what-how strategy)
- Creating Facebook, LinkedIn and Instagram pages
- Making regular posts based on the content you provide (images, videos) (one post per day on average) on all three platforms as needed
- Moderation of comments under posts - mainly required on the Facebook interface
- Once a month, a personal meeting at the company's premises
- Continuous contact and consultation is an important part of a successful service, as we must be aware of the company's current affairs and important events so that we can always fill the interfaces with current information.
Training of direct managers
Managers are the most important element of the employer's image. First of all, it is necessary to deal with them if we want to strengthen the team. Here, we do not necessarily (although not excluded) address the senior management, but rather the direct group managers who manage production.
We offer them customized, different programs:
Lean organizational development training
Paradigm-changing training
Recruitment Academy
Elements from the above service palette can be selected separately, depending on what is the most important step within the company that is needed to make the employer brand more popular, ensuring increased loyalty, production efficiency and facilitating recruitment processes.