A company’s brand is a whole set of activities, the result of which is the so-called Employee Value Proposition (EVP), that is, the value embodiment of why it is beneficial to cooperate with this company from all sides – both as a client and as an employee. The laconic expression of EVP is the brand name, slogan, design, and other components of the creative concept that reinforce the message inherent in the idea of the company and its mission.
A leading specialist from a recruiting agency VIP HR USA, dealing with companies in Miami and New York shares the experience about the subtleties of the art of branding, as well as how to competently use this tool to attract the right employees, deepen their involvement and desire to stay with the brand forever. Employer branding hr marketing is important for you development.
Employer branding: key aspects
Before you can rely on EVP as a reliable foundation, you need to create it, and for this we adhere to the following concept:
- Formulation of the goals for developing EVP: they should be as specific, clear as possible and contain a purely practical meaning, and not just philosophical and abstract components
- Interests of a specific target audience: from an HR perspective, we are interested in both potential employees, whom we want to interest in the values of the brand, and real employees who are already in the game and know exactly how the company works and what it really professes, so they are the ones are the litmus test for these processes
- Analysis of the real state of affairs in the company and its position in the market, the correspondence of this data to the business strategy, and what the company can actually offer from what the target audience needs
- Formulation of the company’s business strategy by owners and top managers, as well as employee surveys based on the Employee Net Promoter Score principle to identify the company’s strengths and weaknesses from current employees
- Brand awareness analysis among potential applicants and competitive analysis
How to attract candidates through marketing strategies
In order for your EVP to work for you, it is very important that you are as honest as possible with yourself, your employees and your audience when creating it, because inconsistency will attract the wrong candidates, complicate all processes and is unlikely to make existing employees perform better.
The principle of trust and openness is conducive, even then, then the truth is not ideal, and there is still a lot of work to be done to improve it – this is exactly why you need new employees, from whom, by the way, you also expect openness and truthful information about your skills, isn’t it?
In addition to having good humanity, it is also important to adhere to these strategic rules:
- Simplicity of formulation: should be understandable to everyone, ideally – personally touch everyone
- Choose the appropriate form of communication and the platforms corresponding to it; these aspects will directly depend on who you want to attract, what specialists
- Based on communication goals, it is important to calculate the optimal frequency of communications and their nature
- Regularly monitor the effectiveness of communications and the use of other tools, coordinating and customizing communication channels based on audience response and brand awareness indicators
Branding as an investment in attractiveness for job seekers
Today, when the market for services and goods is literally overcrowded, it is difficult not only to retain a client, but also to build a long and stable employment relationship with an employee, which is why the creation of effective branding is an important condition for attractiveness for the applicant, a positive reputation in the labor market, as well as retention employee for a long time.