The employer branding is identified in a series of activities aimed at the affirmation and enhancement of the brand as a workplace and therefore determines an improvement of the brand in general.
To make an Employer Branding campaign effective, you need a good job in terms of Employer Value proposition.
The Employer Value Proposition is the set of dynamics between the company and the resources during the working relationship, specifically we talk about: the work environment, satisfaction that the resources derive from the activities they perform, leadership development, relationship with colleagues , aspects relating to remuneration and classification. Starting from the Employer Brand Proposition model, an Employer Branding campaign can be designed through 3 main activities:
Design: the first step is to identify the target audience, studying their perceptions and behaviors.
Implementation: identification of the elements of meeting between Employee Value Proposition and target needs, then the development of a communication strategy aimed at transmitting the defined message.
Measurement: evaluation of the initiatives undertaken and of any improvement actions.
Employee Branding can be defined as a tool for dialogue between marketing, communication and human resources within an organization. It is therefore essential that an alignment be established between the units involved in order to construct a coherent message to be transmitted to the outside world.
In fact, through Employer Branding:
the product / service in its features (marketing aimed at promoting the brand on the market).
The communication of brand values in which a possible community can meet and feel part of it.
Communication towards internal resources, aimed at consolidating corporate identity that reinforces the sense of belonging and motivation. The effectiveness and success of this step contribute to the company’s reputation in the market.
A congruous policy of Employer Brandig induces resources to reflect in company values to the point that they automatically become promoted to the outside world. Identifying with company values helps people to really feel part of the company and therefore to
pursue your professional goals with greater enthusiasm, dynamism and desire to get involved.
Setting up the Employer Branding process effectively means elaborating recruiting marketing strategies aimed at consolidating a corporate image that is consistent with the company’s identity as a workplace in order to attract talented resources.