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