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Table of Contents

1. WHY EMPLOYER BRANDING IS IMPORTANT

2. WHY THE SUDDEN NEED?

3. BENEFITS OF EMPLOYER BRANDING

4. TOP CHANNELS FOR EMPLOYER BRANDING

5. DEVELOPING EMPLOYER BRANDING STRATEGY

6. EMPLOYEE VALUE PROPOSITION DETAILED

7. EMPLOYER BRANDING: THINGS YOU CAN’T CONTROL

8. RECENT EMPLOYER BRANDING TRENDS

9. OUR APPROACH

Page 02

01WHY EMPLOYER BRANDING IS IMPORTANT


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In the age of technology where information travels faster than sound, employers are

very conscious of the image they reflect on the employees, the potential employees

and the community as a whole.

The term ‘Employer Branding’ was first heard in the 1990s, but the kind of pressure employers

face now to manage a positive, attractive, and enticing image was never the same. Many

employers only focus on the potential employees and how the organization’s image will help

attract them but miss the bigger picture of retaining the best they have.

“Companies with positive Employer Brand has seen 28% of reduction in the turnover rate”.

Every organization has an inherent Employer Brand. It is up to them how they shape it into

something that is desired by the potential employees, cherished by the employees, and

admired by the community.

50% more Qualified Applicants and

is 1-2x faster to hire”

(LinkedIn 2018).

“Companies with strong Employer brand see

Page 03

02WHY THE SUDDEN NEED?


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Shortage of desired talent: With countries opening doors

for the talented ones, and every day new organizations coming

to being, there is no shortage of work in the job market,

rather its is becoming difficult for the organizations

to find the right and the desired talent.

Wanting more in less: Companies desire to achieve more

and more from limited resources present. In order to do so they

need the best talent in the market and retain the finest of their

employees and positive Employer branding is the solution

for both.

Status: Positive Employer branding helps in increasing the

public image of the company; the revenue of these organiza-

tions is higher as compared to the ones which are low in

employer branding.

Page 04

03BENEFITS OF EMPLOYER BRANDING


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• Reports suggest that companies that have stronger Employer Brand

compared to those of their competitors see decrease in cost per hire.

• Saves money on advertising and marketing promotions.

• As per the reports, candidates are likely to apply for a job if the

company actively manages its employer brand.

• Companies with good employer brand receive more qualified

candidates.

• Employees are less likely to leave a company with positive brand image.

• Employer branding creates a public image that helps in both monetary

i.e. sales, profit, etc. & non- monetary benefits i.e. goodwill.

Page 05

04TOP CHANNELS FOR EMPLOYER BRANDING


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Internet/web advertising

Television commercials

Radio

Print adverting Banners & billboards Campus outreach programs

Career site Social media & other professional networks

Short messaging service

Page 07

05CHANGING EMPLOYER BRANDING STRATEGY


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234

1 Study: First step is to study the need of organization to have an active Employer brand.

Once that is clear, organization will have to analyse the GAP between their existing and

desired state. Areas to focus on:

• Defining the target audience

• The need of target audience from the organization

Employee Value Proposition (EVP): As the competition to hire the best increases, EVP

plays a pivotal role for a potential employee to decide which organization to join.

Organizations should focus on increasing their EVP as time goes on.

Communication Strategy: Once the research is completed & the EVP is in place organiza-

tion knows its target audience & the unique EVP, the next step is to find the right communi-

cation channels & strategy to reach the desired audience & express the clear message.

Measure the result: Based on the goals that you set up in the first step, you should

measure the success of your Employer Branding strategy.

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06EMPLOYEE VALUE PROPOSITION DETAILED


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Below are the steps for developing EVP for your organization:

1. Analyzing the current state Before formulating the EVP plan, it’s necessary for the organi-

zations to first understand the existing state. Many a times employers make the mistake of

relating EVP only with the compensation packages but salary is just a part of it, the over all well

being and satisfaction of the employee is what matters.

2. Research Once the organization is aware of the existing state, now its time to find out

what is the market trend, what is the competition offering, what is that your employee desires

and what is the view point of senior leadership.

3. Develop Next step is to develop your own EVP from the analysis of current state and the

research work done. Deriving the focus area is very important like Career Development, CSR,

Work Life Balance etc. Finding your strength and converting it into a USP is the key.

4. Delivering the message It’s time for implementation, and here, communication is vital.

Implement your EVP across the employee life cycle that is Recruitment, On boarding, Career

Development, and even during exit.

Employee Value Proposition (EVP) is the soul of Employer Branding. EVP is the deal

that the employer offers to the employee for the value addition that the employee can

do for the organization and the value that the employer can provide in return.

Page 09

07EMPLOYER BRANDING:

THINGS YOU CAN’T CONTROL


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Many things that influence Employer Branding is beyond the direct

control of employer, but can be influenced in a positive manner.

1. Media: The update available

about the organization on various

media platforms can not be directly

controlled but the employer must

ensure that the updates are posi-

tive.

2. Peer Groups: The friends and

families of employees and candi-

dates do not have direct connection

with the organization but they do

form an opinion about the organiza-

tion based various observations.

3. Buyer Experience: The experi-

ence that the consumer of your

product experiences, which might

be a delight or a displeasure,

depends on various factors like

individual perception, taste, style

etc. but it influences the Employer

Brand on large.

4. Word of Mouth: Organiza-

tion testimonies deeply impacts the

brand value whether it’s true or not.

Page 10

08RECENT EMPLOYER BRANDING TRENDS


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1. Companies that have stronger employer brand compared to those of their competitors on

average see a 43% decrease in the cost per candidate they hire.

2. Candidates trust employees 3x more than the employer to provide information on

working at the company.

3. 91% of job seekers find a poorly managed or designed online presence damaging

to an employer brand.

4. Companies with strong Employer Brand see 50% more qualified applicants

and is 1-2x faster to hire.

5. 87% of employees value learning and personal development most.

6. 86% of HR professionals agree that recruitment is becoming more like marketing.

7. Nearly 60% of candidates have had a poor candidate experience and 72% of them shared

that experience either online or with someone directly.

8. 78% of candidates say the overall candidate experience they get is an indicator

of how a company values its people.

9. When making a decision on where to apply for a job, 84% of job seekers say

reputation of a company as an employer is important.

10. 80% of people would take one job over another based on personal relationships

formed during the interview process.

11. 60% of job seekers have quit an application process due to its length or complexity.

Viewing Employer Branding as an investment rather than cost:

Page 11

09.aOUR APPROACH


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a SEO Audit and bugs fixing.

a Updation of website content as per the SEO requirement.

a Creating impressive careers page by communicating your company’s unique selling

proposition and highlighting the culture by adding media. Also streamlining the process of

applying by providing detailed JDs and easy-to-use application form.

a Blogs that are less formal, more storytelling content that will enhance your employer

brand in an authentic way.

a Creating brand guidelines for your company.

1. Analyzing the current state

1. Reimage Your Digital Identity 2. Leveraging Your Social Media Presence

3. Turning Employees into Brand Advocates 4. Encouraging Internal Communication

Page 12

09.bOUR APPROACH


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a Creation of LinkedIn company profile for the organization with the appropriate logo,

cover photo, description, URL, company size, Industry, company type and location.

a `Post on company page with a frequency of 5 posts on a weekly basis. This can include

images, infographics, videos & GIFs. The posts will highlight company’s mission, vision,

values, culture, major achievements of The organization and employee testimonials/stories.

a Improving CEO’s profile by crafting high engaging content.

a Creation of Glassdoor profile for the company. Adding reviews from the employees.

a Creation of Slideshare account for better reach .

a Paid services* will include sponsored content, inmails, job ads, etc

(* this will be charged separately)

2. Leveraging Your Social Media Presence



Page 13

09.cOUR APPROACH


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a Module I : Mastering your LinkedIn profile.

a Module II : LinkedIn for professional growth.

a Module III : Publishing on LinkedIn.

a Module IV : Become a brand advocate.

Note : The training sessions will be conducted for selected employees only who will be

identified as potential brand influencers by the organization.

3. Turning Employees into Brand Advocates



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09.dOUR APPROACH


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a Conduct Employee engagement activities to strengthen team bonding

and improve work culture

a Onboarding surveys

a Exit interviews

a Employee satisfaction survey

a Newsletters

4. Encouraging Internal Communication



Page 15

09.eOUR APPROACH


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KPIs to measure

1 Website

a No. of visitors on the site.

a No. of visitors on the careers page.

a Rank in SERP.

a No. of applications received.

2 Social Media

a No. of visitors on the LinkedIn page

a New followers gained

a Total impressions & clicks

a Applications received via LinkedIn

1

3

Page 16

09.eOUR APPROACH


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KPIs to measure

3 Trainings

a Total no. of employyes trained

a SSL score of employees

a New connections gained

a Post & profile views

4 Social MediaOffline Communication

a Internal 360 feedback

a Reduction in attrition rate

a No. of new joinees

3

4


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