Tactical employer branding: 5 keys to successDownload whitepaper
1. Develop a content strategy
Facilitate your tactical work by setting a content strategy. The strategy is a broad formulation about how your content meets the needs of the recipients. Start by answering basic but crucial questions that will help you build effective content. For example, questions like:
- Who should we reach? Who is the recipient?
- What messages are relevant to the recipient? Think about what concrete offers you have as an employer. You can certainly come up with some directly: Exciting projects, societal benefits, how do people among you contribute to development and innovation? The content must be permeated by the employer's DNA at the same time as it is important that it creates value for a potential employee.
2. Keep the employer offer active
An Employer Brand consists of everything from job advertisements on career pages to Instagram accounts and
current and former employees. A candidate today is exposed daily to different Employer Brands, both unconsciously and consciously.
In practice, it is about working within the employer offer (EVP) and communication frameworks. By doing that, you keep your EVP active and you can measure which parts you are strong in. Which employee stories do you highlight?
Which are shared extra internally but also externally? By measuring these activities, you get to know your target groups and what messages are attractive to them.
3. Have a clear purpose and measure the right key figures
Digital recruitment can be divided into three phases. It is important to differentiate between tactical campaigns aimed at creating visibility and awareness, and campaigns aimed at recruiting excellence and getting candidates to apply.
- Phase 1: Awareness
In the awareness phase, it is important to make a good first impression. Recipients should not only see your message on the screen, but also absorb it. The goal is to make the potential candidate aware of you and receptive to more information. The measuring points for social / digital media are exposures, video views and reach.
- Phase 2: Commitment / Interest
Now the candidate has opened his eyes to you and may start consider getting in touch. In this phase, we see a great benefit in working with materials that build a commitment and trust.
- Phase 3: Act - The potential candidate has done an active choice and applied for a position with you. In this phase, the focus is on collecting applications, usually through a job advertisement. Here it is important to have a good candidate experience all the way, for example review what your recruitment system looks like.
4. Use relevant message and tone
The more you can adapt the communication message to the person you are talking to, ie. the more specific you are in your tonality, the better effect you will get.
A smart tool is to develop clear content themes. In order to work proactively and easily, we recommend that you use 5-10 questions within each communication theme to get concrete content that can be linked to the communication plan. In this way, you will be able to continuously create true and distinctive material within the framework of your EVP and your Employer Brand concept.
5. Choose the right channels
Being visible in the right place at the right time is more important than ever. There are very many
different media and it is expensive to be seen everywhere, so choose channel by target group. Do a solid target group analysis to see where and how your target group wants to take part in your communication.
So - let us activate your organization's EVP through these five keys for tactical Employer Branding. By unlocking all the doors correctly, you will come to a world of increased awareness, commitment and high quality applications!