Employer Branding

Foreword

• – Find and retain the best talent with employer branding

1.The basics of employer branding

• – What is employer branding?
• – The difference between employer branding and recruitment marketing
• – The business case for employer branding
• – The science behind your employer brand

2.Determining your strategy

• – Step 1: Identify the unique aspects of your organization as an employer
• – Step 2: Map out the wishes and motivations of your target groups
• – Step 3: Bring your target groups to life through 'employer brand personas'
• – Step 4: Describe the employee journey
• – Step 5: Analyze your competitors
• – Step 6: From analysis to employer value proposition (EVP)
• – Involve your stakeholders in your EVP
• – Diversity, Equity and Inclusion: from paper to practice

3.Implementing your strategy

• – From EVP to content pillars via the Message House Model
• – Integrating your EVP into internal communications
• – Integrating your EVP into external communication
• – Adapting your message to different target audiences
• – Impact and effectiveness of your communication tools
• – The employee journey and your communication tools
• – The role of different departments

4.Developing your own creative recruitment campaign

• – Foundation for good ideas
• – Techniques you can apply
• – Examples of creative recruitment campaigns

5.Measuring is knowing

• – What to measure in each phase of the employee journey
• – Calculating Return on Investment (ROI)
• – Continuously improving your employer branding

6.The future of employer branding

• – Employees even more central
• – Sustainability and social responsibility
• – Flexibility and work-life integration
• – Health and well-being
• – Lifelong learning
• – Your employer brand as an integral part of your corporate brand
• – Rise of recruitment marketing software
• – Increasing AI and data in employer branding

7.Learning from others

• – IKEA: employees as best ambassadors
• – Spotify: join the band
• – HubSpot: building a culture code that resonates
• – MI6: transforming intelligence service recruitment through inclusive branding
• – Patagonia: sustainability as the core of employer branding
• – Teach For America: inspiring young talent through purpose-driven employer branding
• – KPMG: personalization on the career website
• – David Allen Company: revolutionizing work through holacracy
• – Wegmans: building a strong workforce through employee networks

8.Now get started yourself!

• – What works in practice?
• – What are your next steps?

Afterword

About the author