Developing a Strong Employer Branding Strategy: A Collaborative 6-Month to 1-Year Journey

Attracting and retaining top talent is a critical challenge for most organizations. Employer Branding (EB) is a strategic initiative that can significantly impact an organization’s ability to attract the right talent and establish a positive reputation in the job market. This blog post explores the process of developing an effective employer branding strategy, emphasizing the collaborative and iterative nature of the process. Led by the CEO and executive team, this journey involves several strategic steps that span over a period of 6 months to a year.

Step 1: Aligning Executive Team on the Need for Employer Branding

The journey begins with the CEO and executive team establishing a common vision for the outcomes of an employer brand. Is the goal to attract and retain top talent, engage employees and/or reduce turnover? The tone is set from the top, emphasizing the commitment to creating a workplace that aligns with the organization’s values and resonates with potential candidates. This alignment ensures that all stakeholders are on the same page and dedicated to the process ahead.

Step 2: Conducting In-Depth Research

It is critical that the employer brand reflect the actual experiences employees have with the company. This means, to develop a compelling employer branding strategy, organizations need to understand their current state, desired state, and identify any gaps. This involves both quantitative and qualitative research:

Quantitative Research
Gathering data through surveys and feedback mechanisms from current employees provides valuable insights into their perceptions, experiences, and expectations. This data-driven approach helps identify strengths to build upon and areas that require improvement. Include data that is publicly available such as Glassdoor, Indeed and LinkedIn reviews from your own employees.

Qualitative Research
In addition to quantitative data, qualitative research involves engaging in open conversations with employees and prospective candidates. Conducting focus groups, interviews, and informal discussions offers a deeper understanding of the emotional aspects that shape perceptions of the organization.

Step 3: Performing Competitive Analysis

Performing a comprehensive competitive analysis of employer branding involves several strategic steps to gain valuable insights and inform your own branding strategy. Here are some examples of steps which might be included in such an analysis:

Identify Competitors: Compile a list of organizations within your industry or sector that are known for their strong employer branding. This could include direct competitors, industry leaders, and organizations with a similar target talent pool.

Review Career Websites: Thoroughly examine the career websites of your identified competitors. Analyze the user experience, content structure, visual design, and navigation. Identify what sets each website apart and how they communicate their employer value proposition.

Evaluate Employee Testimonials: Look for employee testimonials, case studies, or success stories on competitors’ websites. Pay attention to the messaging, tone, and the aspects of employee experiences that are highlighted.

Assess Job Listings: Analyze the job listings on competitors’ websites. Consider how they present job opportunities, the language they use, and whether they provide insights into the company culture and values.

Explore Social Media Presence: Study competitors’ social media channels, especially those dedicated to careers or employer branding. Examine the content they share, engagement levels, and how they showcase their workplace culture.

Review Employee Benefits: Research and compare the employee benefits and perks offered by competitors. This could include healthcare, wellness programs, professional development opportunities, and work-life balance initiatives.

Participate in Job Fairs: Attend industry-related job fairs where competitors are also present. Observe their booth setup, interactions with candidates, and the materials they distribute. Note any unique approaches they use to engage potential hires.

Analyze Glassdoor and Other Review Sites: Study employee reviews on platforms like Glassdoor to gain insights into how employees perceive competitors. Pay attention to both positive and negative feedback to identify recurring themes.

Engage with Current and Former Employees: If possible, engage in conversations with current or former employees of competitors. This could provide valuable firsthand insights into the employee experience, company culture, and perceived strengths and weaknesses.

In-Store Observations
For organizations with physical locations, in-store observations provide a window into the candidate experience. This analysis helps identify touchpoints where improvements can be made to enhance the overall impression of the organization.

By following these steps, you’ll be well-equipped to gain a comprehensive understanding of your competitors’ employer branding strategies. This analysis will help you identify opportunities for differentiation and refinement in your own strategy, enabling you to stand out in the competitive talent market.

Step 4: Analyzing Results and Identifying Themes

After collecting research data, it’s crucial to analyze the findings to identify recurring themes and patterns. These themes form the foundation for the employer branding strategy. By distilling the data, organizations can pinpoint the core values, strengths, and unique attributes that should be highlighted in their messaging. This could include visual elements, messaging themes, employee benefits, and more.

Step 5: Building the Creative Platform and Messaging

Armed with insights from research and analysis, organizations can begin constructing their creative platform and messaging. This involves:

Defining Core Values
The EB strategy should align with the organization’s core values. Clearly defining these values ensures that the messaging resonates with both current employees and prospective candidates.

Crafting Compelling Messaging
Crafting messaging that is authentic, engaging, and relevant is essential. The messaging should reflect the organization’s culture, values, and unique selling points.

Designing Visual Identity
Visual elements such as logos, color schemes, and imagery play a significant role in conveying the organization’s identity. A consistent visual identity across all touchpoints reinforces the branding message.

Step 6: Introducing EB to Stakeholders Using Change Management Principles

Introducing a new employer branding strategy is a change initiative that requires careful planning and execution. Utilizing change management principles ensures a smooth transition and successful adoption:

Communication Plan
Developing a comprehensive communication plan helps inform employees, stakeholders, and candidates about the new branding strategy. Clear and consistent communication builds excitement and understanding.

Training and Education
Providing training and education to employees on the new branding elements equips them to act as brand ambassadors. When employees understand the brand, they can effectively represent it in their interactions.

Monitoring and Iteration
An effective employer branding strategy is not static; it evolves over time. Monitoring the strategy’s impact and soliciting feedback from stakeholders allow for continuous improvements and adjustments.

Developing an effective employer branding strategy is a collaborative and iterative process that spans 6 months to a year. Led by the CEO and executive team, this process involves aligning stakeholders, conducting in-depth research, performing competitive analysis, analyzing results, crafting messaging, and introducing the strategy using change management principles.

An authentic employer branding strategy is one that is grounded in employees’ experiences and aligned with the organization’s policies, procedures, and value proposition. By prioritizing employer branding, organizations can attract and retain top talent, establish a positive reputation in the job market, and create a workplace that resonates with employees and candidates alike.

Emerson Group Communications specializes in empowering organizations to craft compelling and effective employer branding strategies that resonate with their unique identity. With a wealth of experience in strategic communication and brand development, our team understands the intricacies of aligning CEO-led initiatives with the needs and aspirations of both current employees and prospective candidates. Through a collaborative approach, we work closely with executive teams to conduct in-depth research, analyze competitive landscapes, and distill key themes that define an organization’s culture and values. Our expertise extends to crafting authentic messaging that encapsulates the essence of your organization, fostering a positive employee experience, and attracting top talent. Leveraging change management principles, we guide the seamless introduction of your new employer branding strategy to stakeholders, ensuring a successful transition and ongoing evolution. Partner with Emerson Group Communications to transform your employer branding vision into a compelling reality that sets you apart in the competitive job market.