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Employer Branding Best Practices

Written By: Camry Browder

Employer branding best practices

What is HR branding, and what is the importance of employer branding? If you were to look up the word brand in the dictionary it would say something along the lines of “kind, grade, or make, as indicated by a stamp, trademark.” But in the world of employer branding and recruitment, what specifically does that mean? There are two questions that we all should be asking ourselves — how do our customers view us, and how do our employees view us? The combination of those two answers together can make all the difference in knowing if your company is going in the right direction.

How to develop an employer branding strategy

Some best practices for HR branding would have to be defining your vision and mission, identifying your purpose, and what it is that leads your audience (in this case potential employees) back to your brand consistently. What is your strategy to continue what’s going well and to fix what isn’t? Find out who your target employee is and address them directly with messaging. Depending on your demographics, are you promoting yourself in the most effective way possible?

Defining your vision and mission

If you’re unsure of what these things look like in your organization then it may be time to go back to the drawing board and create a formalized mission that is transparent about everything you stand for as a company. Your vision and mission is the foundation of your HR brand. Everything after this exercise should better represent your purpose clearly and concisely.

Creating employment branding strategy

Once you’ve decided what your HR brand purpose is, now it’s time to strategize. If you already have a strong culture and the perfect employees, how do you plan to keep them? And if you are trying to expand, then how are you going to attract more talent, while at the same time improving diversity? Your vision and mission will help help you drive like-minded individuals to your business. It is always good to keep up with what works and what doesn’t work for certain roles. Try examining your competition to see if they’re succeeding in attracting new talent where you may be struggling. How can you improve your weaknesses in these areas?

Target audience

Who are your rock stars? Who has been a key player during the growth of your company? Those that fall under these categories are your target audience. When defining your HR personas, you must be as detailed as possible, because the details will help you create an employer branding action plan that reaches them.

Employer branding and recruitment

Knowing and implementing these employer branding best practices make a world of difference when it comes to building a strong team. Your HR brand and the HR branding activities that you engage in will become the lens by which potential new employees see your company as an employment fit. This, over time, will formulate the strategy of your employer branding framework.

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