A good employer brand is worth its weight in gold. As a client with a good employer brand, you attract the right people more quickly and retain them longer. In a job market where talent is scarce and applicants are becoming increasingly selective, a strong employer brand makes a difference in recruitment marketing. But how do you build that brand? What steps must not be skipped to establish attractive employment? This step-by-step plan provides you with a clear and practical route.
Why employer branding is important for recruitment
Attractive employment is no longer a luxury. Candidates, particularly graduates, look beyond salary and job role. They want to know what an organisation stands for, what culture prevails, and whether they will feel at home. This requires a well-thought-out employer brand. The necessity is great, for three reasons:
- The job market is tight and will remain so for the foreseeable future. In sectors such as IT, healthcare, education, and engineering, employers compete for the same candidates.
- New generations have a different perspective on work. They seek meaning, flexibility, and development opportunities. Authenticity is more important than ever.
- Everything takes place online. Candidates search, compare, and form their opinion even before you make contact. Google, reviews, and social media are your digital shop window.
A strong employer brand results in more applications, better matches, and lower recruitment costs. But only if it is carefully and consistently built.
Employer Branding Action Plan: Here's How to Approach It
If you want to seriously shape the employer brand, follow a structured approach. The following action plan can be directly applied and adapted to the size and ambitions of your organisation.
1. Define Your Strategy for Attractive Employment
Start with the basics. Ask yourself questions: why do you want to work on employer branding? What do you want to achieve? And what suits your organisation? Define, among other things:
- Target group: who do you want to attract?
- Ambition: do you want to become more well-known or present the right image?
- Resources: how much time, budget, and people are available?
Without clear goals, success cannot be measured.
2. Formulate Your EVP (Employer Value Proposition)
The Employer Value Proposition forms the core of your employer brand. It's the promise you make to your (future) employees. A strong EVP is:
- Authentic: seamlessly aligns with your culture
- Relevant: touches on the points that candidates find important
- Distinctive: shows why you are different from your competitors
3. Translate Your EVP into Content and Visual Identity
A promise only becomes powerful when you make it visible. Create a recognisable style and message. Think about:
- An attractive careers page
- Job descriptions with personality
- Videos where employees talk about what it's like to work with you
- Visuals that show your culture and atmosphere
4. Activate Your Employer Brand
Make sure your target audience sees and experiences your story. Use channels and activities such as:
- Job boards and targeted recruitment campaigns
- LinkedIn, Instagram, and other social media
- Events, webinars, and recruitment meetings
- Referral programmes where your own employees are ambassadors
Remember that employer branding starts from within. If employees don't feel or recognise the message, external communication won't work. So actively use your own people as brand ambassadors.
5. Monitor, Learn, and Adjust
Employer branding requires continuous measurement and improvement. Keep track of data such as:
- The number and quality of applicants
- The lead time of vacancies
- The proportion of hires through referral
- Scores and reviews on platforms like Glassdoor
Use these insights to refine your strategy. Keep testing and adapting. Employer branding is never finished; it is an ongoing process.
Making more impact with employer branding
Do you want to strengthen your employer brand or get serious about it for the first time? HeadFirst helps organizations develop and implement effective employer branding strategies. This way, you build a strong employer brand that attracts, motivates, and retains talent. That is the foundation for attractive employment.
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