A future ready employer branding platform takes into account various internal and external parameters and builds on them to create a cohesive brand image that seeks to align with the organisation's core objectives and surpass market expectations on talent acquisition.
Theoretically, building a strong employer branding platform boils down to one simple question: what is that one special attribute about the organisation that would make potential candidates choose to work there? The answer to this question lies in a well-crafted EVP and powerful brand messaging that project the organisation as an employer of choice. Following are 5 steps to build a robust employer branding platform:
Step 1: Define a clear and honest Employee Value Proposition (EVP)
This is of utmost importance as the employer brand hinges on what the organisation defines in its EVP. It is the EVP that differentiates an organisation from competition. It is often said that the first step in building a powerful employer brand is to develop a strong Employee Value Proposition (EVP). A unique, differentiated EVP has a direct impact on the employer brand and is a key driver of talent acquisition – helping attract, engage, and retain quality talent.
Step 2: Create a meaningful Employer Brand Identity (EBI)
Once the EVP has been established, it is critical to create a clear brand identity that will help distinguish the organisation as the most preferred employer. It is important to draft a clear brand identity and broadcast it on multiple communication platforms for maximum visibility.
Step 3: Match the EVP with the EBI
For any employer branding initiative to succeed, it is necessary to ensure that the EVP is in line with the EBI. Factors influencing the EVP such as recruitment and onboarding processes, compensation and benefits, rewards and recognition, worklife balance, and personal growth and development need to tie in with the primary criteria governing the EBI such as the organisation's vision and mission, corporate culture and values, leadership and mentoring, people and performance management, and business objectives.
Step 4: Align the corporate brand with the employer brand
Every organisation has a distinct corporate brand that resonates with its business model and forms a unique identity in the market. The corporate brand messaging should sync with the employer brand messaging to enable prospective employees to acquire an idea of what it is like to work in the organisation.
Step 5: Consider the perceptions of key stakeholders
Employees (current, past, and prospective) are the key stakeholders in any employer branding initiative. For employer branding to be successful, organisations need to acquire a deeper understanding of employees, their experiences working with the organisation, their expectations for the future, and their overall perceptions about the organisation both as an employer and a corporate entity. Once this data is in place , it is important to analyse it and glean pertinent insights that can help revise the employer branding strategy to fit in with changing internal and external scenarios.