As you can imagine, there is a massive range of things you can do in
Employment Branding. The new ‘Definitive Guide to Employment Branding’ by John Sumser, will walk you through all those things—to the point where you may feel that you’re drowning in possibilities. When it comes to Employment Branding, where should you even begin? Here are some things (adapted from the e-book) to get you started:
Define the Problem Before You Solve It
At each step of the way, in every decision, it will be easy to get distracted by the opportunity to be creative. There are so many ways to express your company’s culture. Focus on the “Why?”
Develop a Workforce Planning Model
It can be as simple as a spreadsheet with 10 types of employees and an estimate of how many you’ll hire; it can also be dramatically more complicated. This is the problem you are trying to solve.
Do a Demand Analysis of Each Category of Worker
How many are available in your city (or the cities in which you have offices)? How many job openings are there? This is the current demand. Many job boards can tell you this with a simple search result.
Do a Supply Analysis of Each Category of Worker
There are generally two or three sources of data about the supply of different categories of worker (Department of Labor, Local Chamber of Commerce, Economic Development Initiatives). Match your demand data with research in this area.
Identify the Most Critical Positions You are Trying to Fill
It’s likely that there are several unrelated categories of worker who are your hardest to fill. Compare these categories with the supply and demand data you collected. The most critical positions are those that are hardest to fill and have the weakest supply/demand position. (In some cities, there are two positions available for each available worker.)
Start Here
Solve your biggest problems first. Use things you already have. Gather your resources. You’ll need engagement survey data, company newsletters, promotional videos, statements of mission, lists of values, blog postings and other collateral material. One way of thinking about your first efforts is that it’s like scrapbooking: plan on taking found materials and repurposing them.
Develop a Profile of the Kind of Worker You Want to Hire
Demographics, education level, outside interests, level of expertise, favorite hangouts (online and off). You are trying to create a picture of a target audience. This is the group to whom you are addressing the various materials (emails, videos, web pages, events) you will develop.
Begin Experimenting with Messages to Your Audience
In job ads, email and web pages, begin making the case that your company is a great place for people in this profession “because…”
Build a Values Display
Start with a story that you tell in a document and then move it to the employment section of your employment page. Give examples of the values being used on the job.
Each Week, Add a New Element
Have a weekly meeting during which you evaluate your progress to date and then pick the next projects. Make them bite-sized. For even more tips and info on Employer Branding, check out the e-book below:
