Having a small but accurate set of insights about the employer, especially when you want to design an employer branding strategy that starts with the experience of your current employees and ends with recruitment activities, is worth its weight in gold. What does insight give you? Not only being able to conduct activities that effectively respond to needs, but also to break down the barriers of current and prospective employees.
What’s more, insight allows you to move from generic communication to communicating in a way that is specific to the culture of your organization. In order to identify the insights that are specific to your organization, it’s necessary to periodically conduct qualitative research combined with extensive netnography.
You often think that a guarantee of permanent employment, development opportunities, or private medical care will be the benefits that will ultimately persuade the candidate to send you their CV. But the employer brand – like any other brand – should sometimes check out the competition to see if what seems good or even exceptional is a sufficient differentiator.
If you want to make a prospective employee interested, or even if you want to just retain your current employees, you should accurately identify your unique selling point.
In B2B and B2C relationships, organizations often focus on branding in a way that is deliberate and conscious but detached from employees. In the meantime, the life of the brand starts with them – an organization is created by its employees first. A well-informed employee, who knows the values of his or her brand and is well familiar with the full range of services or products offered by the organization, will be the true representative or even ambassador of your organization – your brand – when interacting with the outside world.
Here’s an often asked question: “If you specialize in inward activities of organizations, then do you deal with recruitment campaigns?” The employer’s brand shows itself not only before, but also after employment, which is why the recruitment campaign is extremely important to the overall employer branding strategy. Current employees experience this communication and it’s important that – when they see the benefits and CTAs advertised at tram stops – they don’t have cognitive dissonance that would make them want to enter into discussion and deny this reality with which you want to encourage new employees.
It’ll be no surprise if you say that a well-targeted campaign will be more effective because it will reach the right people. However, people don’t always remember to take advantage of currently available information targeting tools – such as programmatic. Programmatic allows you to reach prospective employees by using knowledge of their current interests and behaviour in the broadly-defined ‘digital’. It’s not only demographics, but also knowledge of behaviour that makes it possible to find the best candidates for a given position, even the most specialized one.
Digital Strategy Manager