What is employer branding and brand strategy?
Employer branding encompasses the functional, economic, and psychological benefits offered by an employer that employees and candidates associate with a particular organisation. Strong employer branding is achieved when:
1. The value proposition meets employees’ expectations.
2. The organisation’s image is consistent among internal and external audiences.
The employer brand strategy is a targeted action plan for shaping and communicating the company’s image as an employer. Strong employer branding:
1. Helps to attract the right candidates.
2. Reduces recruitment costs and staff turnover.
3. Increases employee engagement and job satisfaction.
4. Supports the company’s overall reputation and business objectives.
Strong employer branding is achieved
when two conditions are met:
01.
The company’s value proposition meets the expectations of the employees and candidates and is clearly visible in both internal communication and the recruitment process.
02.
The organisation’s image is consistent and trustworthy both internally and in the eyes of external target audiences.
What underpins Brandem’s employer brand strategy methodology?
Brandem’s methodology is based on in-depth analysis and a data-driven approach. This results in the creation of the employee value proposition (EVP) and a clear positioning as an employer that speaks to the target group and sets the company apart from its competitors.
The employer brand strategy project provides answers to a number of key questions:
- What values does the company offer its employees?
- What makes this company the best place to work for its target group?
- What differentiates this company from other employers?
What does the process of developing a strong employer brand look like?
Depending on the size and specific nature of the organisation, the entire process can take an average of 4–6 months. We recommend consulting with our specialist to get an estimate of how much time the project will take for your company. After specifying the customer’s needs, we determine the scope and price of the work and sign confidentiality and service agreements. Once this is done, we carry out all stages of the project, coordinating the necessary steps with the customer’s contact person beforehand.
During the project, we collect and analyse input data from four main sources: existing employees, the organisation’s management, potential candidates, and competitors in the labour market. We also take into account the organisation’s business and HR strategy, the current motivation model, etc. Project results are presented to the customer in a way that supports immediate action, either independently or with our assistance.
Steps to creating an employer brand strategy
1. Preparatory work and goal setting
We’ll formulate objectives, map the current situation of the company, define the target group and analyse the information already available.
2. Kick-off workshop with management
A meeting with management helps to align expectations and define the strategic direction. We’ll discuss the values, vision, and competitive advantages that should be reflected in the employer’s brand.
3. Conducting surveys and analysing data
We’ll conduct surveys within the company and in the labour market in general.
1. Designing and coordinating the survey questionnaire and conducting a quantitative survey among the customer’s employees.
2. Conducting practical and interactive workshops for the company’s target group.
3. Competitor analysis and mapping of labour market expectations based on telephone interviews and surveys.
4. Analysis of survey data and comparing the organisation’s performance indicators with those of other employers.
Exhaustive research creates a strong data-driven foundation for brand development.
4. Defining the employer’s positioning
Based on the data collected, we help management choose a clear employer positioning. The employer’s positioning highlights what the company stands for and what sets it apart on the labour market.
5. Creating the employer’s value proposition
We’ll articulate the employer’s value proposition – authentic, attractive, and dependable promises that set the foundation for all employer branding communications (recruitment campaigns, job ads, career page, social media, internal communications, etc.).
To measure the effectiveness of employer branding and management, we recommend deciding which employer branding results to measure in parallel with the development of the employer brand.
Outcome and applications
As a result of the project, the organisation’s management will gain:
Internal brand audit:
- clear understanding of their internal and unique strengths as an employer
- insight about their internal weaknesses as an employer, i.e. management functions to prioritise
- analysis of their existing value proposition
- input to update the value proposition
External brand audit:
- your company’s competitive advantages as an employer
- labour market expectations by target group
- attractiveness as an employer among target groups
- strategic arguments for internal and recruitment communication
- proposals for implementing the employer value proposition
In addition, you will receive comprehensive strategic positioning and an employee value proposition that can be implemented in recruitment communications, internal communications, and motivation models. We also prepare input for job ads, career pages, recruitment videos, personnel searches, and reputation management as an employer.
Why choose Brandem as your partner:
Evidence-based methodology
We use tried and tested methods based on scientific research and the specifics of the Estonian market. We are the most experienced employer branding agency in Estonia. This means that we don’t just recruit people, we build a strong and inspiring image of the employer that attracts the right candidates.
Large-scale surveys
We gather information from current employees as well as potential candidates to make sure the employer brand is authentic and credible.
We involve management at key stages to ensure a shared vision and a common goal.
Focus on internal and external reputation management
Employer branding is not just about marketing. It’s about the strategic management of organisational culture and employee experience.
Our team comprises specialists with a long history in management, human resources, and marketing.
Personal approach
We tailor the strategy to the size of the organisation, the industry and the culture.
Customer testimonials
CES Estonia
Cooperation with Brandem was very smooth. I would particularly like to highlight their structured approach to the entire process. Employer branding in particular requires the involvement of management, and your approach began with mapping their understanding of our company’s current situation and where we wanted to go with the process. The report resulting from this extensive work was packed with valuable information that has served as the basis for several changes. I definitely recommend Brandem! Employer branding is a time-consuming process, and it would undoubtedly be difficult to achieve high-quality results on your own while juggling other work responsibilities.
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