First Impressions Count: The External Employer Brand
提高你的雇主品牌，应该是您的整体人才战略的一个组成部分。你的外部雇主品牌是贵公司的印象候选人有一个地方工作。这是没有比不同消费者问自己 为什么我要到另一个购买这种饮料？
为了吸引和留住最优秀的人才，我们有公司本身的品牌和销售它。
Enhancing your employer brand should be an integral part of your overall talent strategy. Your external employer brand is the impression candidates have of your company as a place to work. It s no different than a consumer asking themselves why would I want to buy this drink over another? To attract and retain the best talent, we have to brand the company itself and market it. The notion of the employer brand certainly isn t a new one, so it may not be that you are creating one from scratch, but rather it s time to reposition your brand. There are four steps to creating, or rethinking, your brand: research, strategy, execution and measurement. The internal employer brand, living up to the expectations you set during the acquisition process, is just as important, but first let s focus on the external. Step one: research, research, research. Sure, you may think you know why your employees love your company or why candidates are vying for a position, but until you ask you don t know the full picture. So start there - ask! Send a survey to your existing employees asking them what was attractive about working at your company, why do they stay, what are the best aspects of working there? Do the same thing with candidates or those that could be potential candidates in your target market. What do your candidates want in an employer, what do they think of when they think of your company, how are you different and better than other companies they could work for? Once you have your data, start to develop a strategy. Start by building your employer value proposition and the messaging you use in your marketing materials. This should all focus on what differentiates you from your competition. It s why that proverbial consumer chooses one drink over the other. Your EVP should be concise and to the point. Position your company; this is why you want to work here over anyplace else. Strong brands have a clear, and often unique, position in their target market. What are the core benefits your company offers and how are these consistently delivered? Next, think execution. Position your employer brand across multiple channels, like recruitment advertising, your career website, social networking sites, events and job fairs. Though your messaging can change slightly depending on a specific audience, your employer brand should remain consistent throughout the candidate experience. All elements of your marketing mix need to be used to develop and sustain the way candidates view you. First, it is about building awareness to your brand, then developing it, and finally reinforcing the perception. Finally, you need to get some key performance indicators in place. How will you measure the success of your employer brand? Typically, your KPIs for an external employer brand can fall into two categories: brand awareness and candidate pipeline. Look at metrics like quality of hire, cost per lead, cost per hire, and increase of candidates over time. Building, or repositioning, your external employer brand won t happen overnight. It requires time and investment over the long-term. But truly branding your company, and influencing the way candidates perceive you, is crucial to winning today s war on talent. 管理新知 您可能感兴趣的文章 30秒MBA--来自新浪微博 环球企业家 第四十一期 2012-01-11 Recruiting Like Welch and Madden — a Platform for the Small Business 2012-12-20 80、90后员工如何管理新思维 2016-02-18 最近文章 嫖娼被抓不属无故旷工，公司解雇赔4万！（法院判决） 2018年01月15日 如何判断你是否具有HRBP胜任力？
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