This document outlines the key steps for effective employer branding: 1. Understand the business needs and target competencies required to execute the business plan. 2. Define the main internal and external target groups based on business needs and critical competencies. 3. Fully understand the main and secondary target groups through research to identify what is attractive to them and how to effectively communicate. 4. Optimize the employer value proposition to include attributes that are attractive, true, credible, sustainable, and allow for long-term differentiation.

1. CONFIDENTIAL
Employer Branding
INCEDO

2. 1.
UNDERSTAND THE
BUSINESS NEEDS
Without fully understanding the long term
business needs, employer branding activities
may be misdirected. It is about understanding
the type of competences the organization
needs to deliver on the business plan.
2.
DEFINE THE MAIN TARGET
GROUPS
Based on the business needs and the critical com- petences, this step is
all about defining the weight between current and future talent, i.e. how
many resources should we spend on attracting new talent versus
retaining and developing current talent; and about defining the main and
secondary external target groups that we need to reach.
3.
UNDERSTAND THE
TARGET GROUPS
After defining the main and secondary external and
internal target groups, we need to fully
understand them. Based on research, one should
understand what is attractive to them and where we can
find these target groups. We should also know their current
perception of our organization as an employer and which
stage of the decision process they are in. The deeper the
understanding, the more effective the communication will
be.
4.
OPTIMIZE THE EMPLOYER
VALUE PROPOSITION
An Employer Value Proposition should be the foundation for all external
and internal communication with talent. Optimizing it means we ensure
it includes attributes and communication themes that are attractive, true
internally, credible, sustainable and which allow for differentiation in the
long term.

3. 6.
DEFINE AN OPTIMAL
COMMUNICATION
MIX
Through our research we know which stage of the
decision process our target groups are in and we
should therefore be able to define if our main focus
should be on driving awareness, consideration or
desire. This fundamental knowledge will allow us to
optimize our selection of communication channels and
will lead to the best possible ROI.
7.
CREATE
ANNUAL PLAN
We now have many of the components in place to create
our annual employer branding plan. By includ- ing the
business needs, the target group’s definition and insights,
the EVP, the communication mix, the objectives, the
main strategies and the KPIs, the plan becomes very
solid. To this we should only add the activities plan, i.e.
which activities we do when.
8.
DEVELOP
COMMUNICATION IDEAS
Based on the EVP and the selected communication channels,
we now need to develop communication ideas that will create
the greatest possible impact on the target groups as well as set
us apart from the competition. These communication ideas and
concepts should of course be tested with the target groups
before being executed.
5.
SELECT KPIS AND SET
OBJECTIVES
We now know what is important to our business and we have
understood the target groups. We have also optimized our EVP.
It is time to find ways to measure our impact and to set
objectives. By se- lecting the right KPIs that measure, for
example, our attractiveness and brand association, we can set
annual goals which, when met, mean that we are moving our
brand in a direction that is fully aligned with our business needs

4. 9.
EXECUTE AND
FOLLOW- UP
With the plan and communication ideas in place it is now
time to execute and continuously follow up. Using the
right KPIs and by regularly updating them against the
objectives, one will be able to correct and optimize when
needed, and ultimately to de- liver on the company’s
business needs.

5. Attract talent through inspiring content marketing
Get Found on Social & Digital Platforms
Convert Talent into Applicants
Analyse
While internal HR Team work to provide exceptional Employee Experience,
Employer Branding ensures Culture and Experience is highlighted to the world outside

6. Content includes
Jobs
Employee Stories
Diversity and Inclusion Stories
Leader Speak
Industry and Company News
Photos
Recruiter Blogs
Glass-door Profile
Career Success Stories
Client Testimonials, PR, Industry Awards

7. 1. Measure your performance among
key target groups and set a goal.
2. Have a long-term vision and be
patient (becoming an attractive
employer doesn’t happen over
night)
3. Define what characterises your
employment offer: Why do the right
candidates choose you?
4. Ensure your Employer Value
Proposition and brand perception
are aligned.
5. Measure your ability to convert
top candidates from considering
you to desiring you and adjust your
branding activities accordingly.
Steps
Focused discussions and surveys with HR, Marketing, Comms, Employees, and Leadership
Collaboration with Marketing and Comms teams
Define the EVP
Ensure EVP is Aligned to Corporate Brand
Deliver the EVP
Start with your career site.
Get going on social.
Establish internal recognition
and referral programs.
Turn employees into
brand ambassadors.
( Establish Employee Advocacy
Programs)
Let Internal comms teams curate
Employee stories and Social Media
teams to amplify it