One potential hindrance to organizational effectiveness is difficulty in attracting talent, which increases the financial and time costs of recruitment.
Such a problem is often rooted in a weak employer brand. Without a strong and positive employer brand, organizations struggle to attract expert knowledge, resulting in inefficiency and a shortage of talent
Employer Brand Audit
The first step in strengthening the employer brand is conducting a comprehensive audit to identify how the brand is perceived both internally and externally. This involves quantitative research and in-depth interviews to gather valuable insights on how the brand aligns with the organization's strategy and vision. Moreover, the audit assesses current perceptions of the brand, highlighting any gaps between the intended and actual brand. Subsequently, a detailed report with findings and recommendations is then presented to the company’s leadership for further action.
Formulating the Unique Value Proposition (UVP)
Thereafter, the employer brand image is developed, including a unique value proposition (UVP) and the creation of a Talent Persona profile. This process helps the organization to define its target audience, comprising both potential candidates and current employees, and craft clear, compelling communication messages.
In this phase, we also create a comprehensive communication strategy that outlines how the UVP will be shared across various channels. This strategy ensures that the message reaches the intended audience effectively and helps to present the company as a desirable place to work. Furthermore, the strategy typically includes a timeline for the upcoming year, detailing planned activities and campaigns to promote the employer brand n the desired way.
Employer Brand Ambassadors System
Employer brand ambassadors are employees or groups of employees who actively promote the organization’s brand, values, and culture both inside and outside the company. Such ambassadors are those who align closely with the company’s mission and embody its values in their everyday actions and communication.
The employer brand ambassador program plays a key role in shaping public perceptions and enhancing the company’s reputation. In particular, it involves the following components:
- identifying objectives, goals, and success indicators for the employer brand ambassador program;
- creating a policy document outlining the program, including ambassador profiles, recruitment policies, and motivation schemes; and
- developing an action plan that supports ambassador development and facilitates their communication efforts, especially during the initial stages of the program.