Enhancing the employment brand costs the organization time and money. Therefore before investing resources on employment branding activities there are certain elements that an organization needs to take into consideration. These will ensure that the time, effort and finance that a company invests in employment branding activities would not go waste. Below are the steps that an organization can take before investing in employer branding activities:
- Get feedback from candidates
During the recruitment process, companies can question their candidates their reasons for choosing their company over competition. Understanding the motivation behind joining gives a clear picture of the company’s image among the potential employees. After obtaining this knowledge, companies can decide whether they want to enhance the image that the target audience perceives or change that image completely
- Get employees' feedback
Before going ahead with any employer branding initiatives, companies must get feedback from their employees on their impressions and opinions about the organization. One can ask their employees about the expectations that they had from the organization when they were new hires and if these expectations have been met with. Companies can recognize their strengths and weaknesses through their employees
- Collaborative effort
The responsibility of positioning a company as an employer of choice does not necessarily rest with the Marketing or HR department. It could be a collaborative effort initiated by Marketing or HR. Organizations can distribute questionnaires across the company or even meet with employees from different departments across functions and brainstorm on the steps that the company can take to be ‘a great place to work’
Next steps
After gathering ideas from the employees of the organization:
- Keep the employees in the loop about developments regarding the initiatives
- Give priority to these initiatives and not let employees feel that the feedback given has been ignored by the management
Hold people accountable
A company can ensure effective employer branding by holding people accountable. For example if a company conducts leadership training for its middle and senior management, the company can hold the trained employees responsible for creating positive experiences for their juniors through effective leadership. |
