What is behind the term employer branding strategy? You are certainly familiar with the saying "The bait must be to the fish's liking, not the angler's". The linchpin of any brand strategy is the target group. When developing your employer branding strategy, we take a close look at your target groups. What are their needs? What is important to them? What don't they like? And what channels can we use to reach them? What image do you want to convey to your target group? With these insights, we develop the required candidate personas (= target group descriptions).
The employer branding strategy also includes taking stock of the status quo of your employer brand and your corporate brand (vision, mission, values). Important components of your employer brand are also the benefits and other general conditions. The ARTS strategy work culminates in the positioning of your employer brand in the form of an employer value proposition.
The employer brand must match the corporate brand. It originates from it, but is not congruent with it. The employer brand focuses on communicating the corporate values, the purpose, the employer value proposition and the benefits.
The following process is not a standard process set in stone. We are flexible and adapt our steps to the needs of our customers:
What elements does an employer branding strategy consist of?
From at least four content statements: An employer brand strategy paper contains the information on the target persons in the form of candidate personas, on the employer value proposition (EVP) and information on the corporate and management culture. And ideally also the formulation of the higher meaning (Purpose).
Can you give me an example of a purpose?
Imagine your company produces intelligent locking systems for private homes. Your purpose could then be "We make your family feel safe and carefree at home".
What is a Candidate Persona?
The persona model is used in marketing to present targeted groups in a more comprehensible way and ultimately to reach them specifically with the right communication. A Candidate Persona describes a fictitious person who fits a specific job (e.g. IT administrator: in) based on his or her demographic characteristics, education, attitudes and needs.
Do you still have questions about the employer branding strategy or individual requirements? You are welcome to contact us for a non-binding initial consultation:
