Employer branding strategy may sound like you are going way above your head.
But let me assure you, you are not.
At least not with me.
The purpose of an employer branding strategy
Why are we doing employer branding?
Do you know?
Why does a company start doing employer branding?
Many might answer: to help talent acquisition.
And yes, to some extent that may be the reason, even the right reason.
But it is not the single reason why a company would invest in employer branding.
Talent acquisition can also be helped with independent recruitment marketing campaigns or strategic recruitment marketing.
And not all companies need an actual employer brand.
The most important reason for actual employer branding is to lead an internal or external change process requiring key talent audiences to commit and engage with something very critical to the business success.
The purpose of employer branding is to consistently pursue a change in the minds and behavior of the key talent audiences.
That makes the purpose of an employer branding strategy to describe and outline how to make that change happen.
Working strategically with employer branding
If you are absolutely sure the best talent marketing strategy for your company is an employer branding strategy, then this is what working strategically looks like.
- Making your strategic plan.
- Delivering that plan on a weekly basis.
- Analyzing what works and what doesn’t, and then adapting your weekly plan of action accordingly.
Strategic employer branding is always a change process
Key to becoming a talent marketing professional is to comprehend what value each of your talent marketing choices deliver.
Strategic employer branding is always a change process.
Recruitment marketing can be both tactical or strategic.
When something is tactical, there is no desire to change anything. You could say: “It all works fine just the way it is.”
If your recruiting is working good, you don’t need to strategize it. You may need to pump up the volume to get more attention in order to get more applications.
Your problem in that case is not the shortage of available talent. All you need to holler is: we are open for applications again!# and those come pouring in.
Tactical is enough when it’s all about picking up the fruits.
Strategic becomes necessary when your field is dry and no matter what tactics you’ve tried, nothing is even blooming.
Strategic means you need a premeditated plan how to get from a dry and empty field into blooms and fruits.
Because you know you are not going to make a dried out plant recover over night without doing anything, you start to research how to fix it.
How to fix it and then keep it blooming.
That’s becoming strategic.
Always a change process.
Listen to episode 78 of the Building a Modern Employer Brand podcast
In this episode of the Building a Modern Employer Brand -podcast, we continue where we left at last week in becoming strategic with employer branding. Listen to and learn about:
- The three steps to becoming strategic.
- How to perform in a strategic manner.
Episode-length: 24:11 min
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