According to Anphabe Company, the term "Employer Brand" has existed for a long time, but social networks have completely changed the game. Previously, employer brands were messages put by businesses to the labor market and updated periodically. Today, those messages are received, amplified or even publicly questioned in real time, based on people's experiences about your business.
Businesses/units with a strong employer brand can attract talent. To build a brand, Anphabe Company recommends the following 4 steps:
Who is your target audience?
Start with current employees because they are the ones who understand your brand best and are the most accessible. You cannot become everything for everyone, so identify which small groups are most important to you.
Next, explore the opinions of people outside the company. Your current employees are experiencing the real working environment every day, but outside talents may have different perspectives and viewpoints.
What information will you collect?
Find out all aspects: good points, bad points and even existing problems. You need to know what attracts talents to your organization, what makes them attached, and what points you need to improve. Don't be defensive: objective research will help you clearly identify the strengths and weaknesses of the talent brand.
You should also share employee survey results internally, so that they see that their opinions are listened to and the organization is responsible for improving based on that feedback.
When do you interact with target audiences
There is no fixed or fastest time to conduct research. Employer branders often constantly listen and monitor the level of suitability between the employer brand and the business brand and the consumer brand on a regular basis.
If the business strategy of the enterprise changes, the talent brand also needs to be evaluated and adjusted.
Where/how do you approach the target audience?
Discussion groups, 1-1 interviews and surveys are the most popular research methods. If possible, you can hire a consulting unit to conduct research, as people are often more open when sharing with outsiders.
For internal subjects, annual employee engagement surveys are a very good option. They do not cost too much and help you segment the survey subjects easily.
For external targets, the best option is to cooperate with market research units specializing in conducting surveys on request or large market research companies to research broader target groups.
