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E M P L O Y E R
B R A N D I N G
Your complete Go-To-Guide
G I A N L U C A R O S A N I A
L I V T
USE YOUR BRAND TO
ATTRACT
THE EMPLOYEES YOU
NEED
FOR YOUR BUSINESS
TO
SUCCEED
The Author
Gianluca Rosania
3. LIVT- Employer Branding
It also allows people outside your business
appreciate what it is like working for you. It
makes you noticeable in a congested
marketplace and it is more likely for you to
attract people who share your values and They’ll
also be more likely to join, take part and continue
with you.
If you get your employer brand right, you’ll also
be strengthening your connection with current
employees, drive engagement and develop the
bottom line.
This guide explains what employer branding is,
why it is vital and how to go about it. You should
be aware that this a commitment, not a never-to-
be-repeated project. Your employer brand will
progress, grow, and sometimes, transform to
reveal the improvement of your organisation.
4.LIVT- Employer Branding
A solid employer brand
is a window into your
business. It determines
how you market your
business at every single
touchpoint through the
employee lifecycle, right
from hiring to retiring
and more.
5.LIVT- Employer Branding
What Is Employer
Branding?
We are all used to the concept of
branding in marketing terms. Although
your company brand makes your
business eye-catching to customers, your
employer brand will make you attractive
to employees.
But really, it is not just about having a
nice logo and attractive brand colours. It
should reveal what your business is like
on the inside and should inform and be
informed by the company’s strategy,
values, manners, goals and objectives.
A well-rounded definition of employer
branding is explained below:
“Employer Branding refers to the
branded communication activities
involved in reaching and retaining that
special, authentic and distinguished
position as an employer in the minds of
your potential, current and alumni
employees and their influencers with the
primary goals to attract, recruit and
retain ideal employees.”
6.LIVT- Employer Branding
As regards the present-day marketing
trends, authenticity is vital to employer
branding. If you Cut an organisation and
it would bleed its brand values because
they are fundamental to the business.
As it is with all marketing, employer
branding influences a far broader
audience than the projected recipients.
Employees will most likely be influenced
by the perceptions of people around
them when it comes to making their
next move and deciding whether to
continue working with an organisation.
Employer Branding
Benefits
When you think about starting your employer
brand, you might feel that’s yet another task
adding to your extensive list. But as it is said;
“A strong employer brand is vital and will
continue to grow in importance as the market
becomes more competitive.”
The benefits of employer branding cannot be
compared to the investment in time and effort put
into it. The following benefits explains the positive
impact of a decent employer brand.
7. LIVT- Employer Branding
Benefit #1 
Attraction
Are you aware that a considerate number of job
seekers consider an employer’s brand before
proceeding to apply? Developing a decent employer
brand will make you noticeable in a saturated
marketplace and make your organisation stand on top
on employer’s mind. This in turn will give your
organisation a desirably wide talent pool to choose
from.
Additionally, a solid employer brand can present
convincing motives to join your company, not your
rivals. With an expected world-wide deficiency of 18
million skilled workers in 2020, standing out from the
crowd of organisation will be critical.
But your aim is to attract much more than a skillset;
you aim is to attract someone who will be a perfect fit
with your organisational culture. This is where your
employer brand comes to play. It will assist you in
filtering out applicants to self-select (or de- select)
resulting in fewer and better quality applications for
your team to review.
“Salary will continually be an exceptionally significant
factor in attracting people. People will not just do it for
the love. Once that box is ticked, it comes down to
what else set you apart. you.”
8. LIVT- Employer Branding
Benefit #2
Engagement
When you recruit new hires whose skillsets matches
your organisation’s culture, it allows the new starter
to embed themselves into company culture instead
of
pushing them in a specific direction.
Your employer brand may also approach existing
employees by replicating the
implanted values, personality and performances of
your organisation.
Using your employer
brand in informing
your recruitment
process will make your
organisation attract
candidates who are
genuinely fit for your
business.
These candidates will also much likely engage with
your mission and be willing to give their
best potential and level of productivity.
An improved employee engagement means
enriched loyalty and higher retention
rates. This advances knowledge and skill within your
business which, eventually,
enhance your bottom line.
Continuous relationship with the best people also
enhances your competitive benefit and lowers the
costs relating to recruitment and
on-boarding.
9. LIVT- Employer Branding
Benefit #3
Retention
Since the 1950s, the annual employee engagement
survey has been the preferable instrument in
assessing employees’ engagement levels. However,
the end of this method is an evolving trend.This
method is replaced by a more holistic, integrated,
real-time method to
assessing employee engagement and passion using
social media for immediate
temperature checks.
10. LIVT- Employer Branding
Benefit #4
Strategic Cohesiveness
An employer brand should be at the centre of your
people’s activity. It should make
available a predominant way of communicating with
employees at every touchpoint
across the employee lifecycle.
What this means is that you can connect all
component of people management to
your employer brand. starting from enhancing the
employee’s experience
throughout the recruitment stages, to establishing an
aligned reward brand, to
making people redundant and communicating with
alumni and pensioners.
However, at any time you are communicating with
your employees, your messaging
should be on-brand.
11. LIVT- Employer Branding
Benefit #5
A Better Bottom Line
A reputable employer brand can drive recruitment
efficiencies and keep employees that optimises time
and money and release up resources to concentrate on
further work. It’s also relatively closely tied to customer
experience because the quality of
service offered by employees is thoroughly linked to
engagement
levels.
A reputable employer brand that’s managed efficiently
can also support in protecting
employers from poaching, something that’s on the
increase according to recent
research. In many of such cases, organisations make a
counter-offer pushing costs
up all of a sudden.
If employees are overwhelmed by a competitor, a
strong employer brand that is often
and positively reinforced is most likely to lower the level
of counter-offer required.
And it can even stop employees’ from searching
somewhere else in the first place.
As mentioned previously, employer branding is a
process, not a one-off project and
there are a number of steps involved in the cycle.
12.LIVT- Employer Branding
How to Develop Your
Employer Brand
Build Your Branding Team
Employer branding isn’t a top down
exercise but it does need buy-in from
the CEO. While it’s frequently managed
between HR, Internal Communications
and Marketing, you can also add line
managers to generate a cross-function
task force. Make sure your team is
limited to around five to six people;
inviting more people could make things
can get messy.
13.LIVT- Employer Branding
Employee happiness, pride
and engagement
Increased referral recruitment
Enhanced candidate
response to job adverts
Decrease in turnover, mostly
in vital jobs or top performers
Decreased cost-per-hire
Improved company
reputation
Commonly known KPIs include:
Establish Your Goals and Parameters
A briefing document will clear up your aims,
outputs, in- and out-of-scope activities, key
stakeholders, risks, KPIs and project plan.
Contemplate on the core challenges your
business faces in the present day and for the
foreseeable future, describe what success is
like and think through who you wish to
attract and retain.
Starting KPIs permits you to evaluate the
effectiveness of your project in terms that are
important for your business
You will need to ensure you have the tools in
place to measure and track these metrics.
Research
Your task force should
begin by clearly
understanding the
mission, values and
manners at the central of
your employee value
proposition. Assess your
present business strategy
and five-year plan,
employee engagement
survey results and data
on external trends that
may influence your
business in the future.
Engage
While it might be enticing for your task
force to design your employer brand
centred on only your research, you’ll get a
far better result by knowing your
workforce’s prevailing perceptions.
14.LIVT- Employer Branding
Establish Where You Are Now and
Where You Want to Be
What are the most and least attractive
features of the organisation?
How do you feel about working for the
organisation?
How do you think the business is
perceived by current and potential
employees?
How do these perceptions impact your
ability to recruit top talent?
What are the typical characteristics and
attributes of current employees?
What attributes and characteristics do
we require from employees for our
business to be successful in the future?
15.LIVT- Employer Branding
Obtain a cross section of the business at
various organisational levels to get a grip on
your current position and seek out for their
views. The questions below will give you a
decent starting point:
There are two aspects to the positioning of
your employer brand:
1. Internal alignment
Your employer brand must align with your
company brand or else there will be an
obvious disconnection in how you present
your business to the public and how your
employees see the business from the
inside.
16.LIVT- Employer Branding
Choose Your Positioning
17.LIVT- Employer Branding
You must think about what’s different
about your business. What’s the point of
having an employer brand that’s not
different from your competitors; you need
to initiate what’s distinctive about your
organisation. The strongest employer
brands are authentic; and they reveal the
experience of their employees while also
aligning to the company brand, mission,
vision and values.
No matter how you position your
employer brand, both internal and
external perspectives should be
mutually reinforcing.
2. Position in comparison
to other organisations
Carry out a test of your
draft with your
employees. if they feel
that their views
matter, they’ll further
help you to finesse
your final product.
You should build a
single employer brand
that will be effective
across the diverse
segments of your
employee population.
However, you may
have a somewhat
different messaging or
emphasis for different
sections such as
talent, geographies,
gender, age or
business unit.
18.LIVT- Employer Branding
Test and Finalise
Now that you have your employer brand, you
must start communicating it to employee
and mangers; enlighten them on what the
brand is, and how they can use and sell it.
You should also have various documents
and tools, offline and online, for employees
to use. These will assist in retaining brand
integrity.
Take opportunities to show your brand to
your team. And your emphasis should be on
sharing information and knowledge.
Plan Your Launch
19.LIVT- Employer Branding
Calculating your results against
KPIs is at the heart of decent
brand management. In the
short term, this should be a
continuous process of
evaluation, modification and
improving your campaigns. In
the long term, you should
modify your whole employer
brand to reproduce changes in
business plans, the external
environment or within your
workforce.
Manage Your Brand
Use employee
engagement surveys, exit
interviews and employee
workshops to track
perceptions internally
and evaluate media
reports to gain insights
externally.
20.LIVT- Employer Branding
Just like a stick of rock, a strong employer
brand looks great, has a clear message and,
anyplace you delve into it, the message is
consistent.
Establishing and maintaining an employer
brand is about being a curator, not a
dictator. By truthfully reflecting to the
outer world what the business is about,
you’ll attract, engage and retain across the
employee lifecycle.
Monitoring your employer brand will give
you competitive advantage in the long
term. Instead of throwing money at short-
term recruitment campaigns or paying
people more money to stay, invest in your
employer brand. By being authentic, you’ll
differentiate yourself from your
competitors and ensure your business
success for the long term.
In Conclusion
21.LIVT- Employer Branding
OUR SERVICES
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Livt employer branding ebook

  • 1. E M P L O Y E R B R A N D I N G Your complete Go-To-Guide G I A N L U C A R O S A N I A L I V T
  • 2. USE YOUR BRAND TO ATTRACT THE EMPLOYEES YOU NEED FOR YOUR BUSINESS TO SUCCEED The Author Gianluca Rosania 3. LIVT- Employer Branding
  • 3. It also allows people outside your business appreciate what it is like working for you. It makes you noticeable in a congested marketplace and it is more likely for you to attract people who share your values and They’ll also be more likely to join, take part and continue with you. If you get your employer brand right, you’ll also be strengthening your connection with current employees, drive engagement and develop the bottom line. This guide explains what employer branding is, why it is vital and how to go about it. You should be aware that this a commitment, not a never-to- be-repeated project. Your employer brand will progress, grow, and sometimes, transform to reveal the improvement of your organisation. 4.LIVT- Employer Branding A solid employer brand is a window into your business. It determines how you market your business at every single touchpoint through the employee lifecycle, right from hiring to retiring and more.
  • 4. 5.LIVT- Employer Branding What Is Employer Branding? We are all used to the concept of branding in marketing terms. Although your company brand makes your business eye-catching to customers, your employer brand will make you attractive to employees. But really, it is not just about having a nice logo and attractive brand colours. It should reveal what your business is like on the inside and should inform and be informed by the company’s strategy, values, manners, goals and objectives. A well-rounded definition of employer branding is explained below: “Employer Branding refers to the branded communication activities involved in reaching and retaining that special, authentic and distinguished position as an employer in the minds of your potential, current and alumni employees and their influencers with the primary goals to attract, recruit and retain ideal employees.”
  • 5. 6.LIVT- Employer Branding As regards the present-day marketing trends, authenticity is vital to employer branding. If you Cut an organisation and it would bleed its brand values because they are fundamental to the business. As it is with all marketing, employer branding influences a far broader audience than the projected recipients. Employees will most likely be influenced by the perceptions of people around them when it comes to making their next move and deciding whether to continue working with an organisation. Employer Branding Benefits When you think about starting your employer brand, you might feel that’s yet another task adding to your extensive list. But as it is said; “A strong employer brand is vital and will continue to grow in importance as the market becomes more competitive.” The benefits of employer branding cannot be compared to the investment in time and effort put into it. The following benefits explains the positive impact of a decent employer brand.
  • 6. 7. LIVT- Employer Branding Benefit #1  Attraction Are you aware that a considerate number of job seekers consider an employer’s brand before proceeding to apply? Developing a decent employer brand will make you noticeable in a saturated marketplace and make your organisation stand on top on employer’s mind. This in turn will give your organisation a desirably wide talent pool to choose from. Additionally, a solid employer brand can present convincing motives to join your company, not your rivals. With an expected world-wide deficiency of 18 million skilled workers in 2020, standing out from the crowd of organisation will be critical. But your aim is to attract much more than a skillset; you aim is to attract someone who will be a perfect fit with your organisational culture. This is where your employer brand comes to play. It will assist you in filtering out applicants to self-select (or de- select) resulting in fewer and better quality applications for your team to review. “Salary will continually be an exceptionally significant factor in attracting people. People will not just do it for the love. Once that box is ticked, it comes down to what else set you apart. you.”
  • 7. 8. LIVT- Employer Branding Benefit #2 Engagement When you recruit new hires whose skillsets matches your organisation’s culture, it allows the new starter to embed themselves into company culture instead of pushing them in a specific direction. Your employer brand may also approach existing employees by replicating the implanted values, personality and performances of your organisation. Using your employer brand in informing your recruitment process will make your organisation attract candidates who are genuinely fit for your business. These candidates will also much likely engage with your mission and be willing to give their best potential and level of productivity.
  • 8. An improved employee engagement means enriched loyalty and higher retention rates. This advances knowledge and skill within your business which, eventually, enhance your bottom line. Continuous relationship with the best people also enhances your competitive benefit and lowers the costs relating to recruitment and on-boarding. 9. LIVT- Employer Branding Benefit #3 Retention Since the 1950s, the annual employee engagement survey has been the preferable instrument in assessing employees’ engagement levels. However, the end of this method is an evolving trend.This method is replaced by a more holistic, integrated, real-time method to assessing employee engagement and passion using social media for immediate temperature checks.
  • 9. 10. LIVT- Employer Branding Benefit #4 Strategic Cohesiveness An employer brand should be at the centre of your people’s activity. It should make available a predominant way of communicating with employees at every touchpoint across the employee lifecycle. What this means is that you can connect all component of people management to your employer brand. starting from enhancing the employee’s experience throughout the recruitment stages, to establishing an aligned reward brand, to making people redundant and communicating with alumni and pensioners. However, at any time you are communicating with your employees, your messaging should be on-brand.
  • 10. 11. LIVT- Employer Branding Benefit #5 A Better Bottom Line A reputable employer brand can drive recruitment efficiencies and keep employees that optimises time and money and release up resources to concentrate on further work. It’s also relatively closely tied to customer experience because the quality of service offered by employees is thoroughly linked to engagement levels. A reputable employer brand that’s managed efficiently can also support in protecting employers from poaching, something that’s on the increase according to recent research. In many of such cases, organisations make a counter-offer pushing costs up all of a sudden. If employees are overwhelmed by a competitor, a strong employer brand that is often and positively reinforced is most likely to lower the level of counter-offer required. And it can even stop employees’ from searching somewhere else in the first place. As mentioned previously, employer branding is a process, not a one-off project and there are a number of steps involved in the cycle.
  • 11. 12.LIVT- Employer Branding How to Develop Your Employer Brand Build Your Branding Team Employer branding isn’t a top down exercise but it does need buy-in from the CEO. While it’s frequently managed between HR, Internal Communications and Marketing, you can also add line managers to generate a cross-function task force. Make sure your team is limited to around five to six people; inviting more people could make things can get messy.
  • 12. 13.LIVT- Employer Branding Employee happiness, pride and engagement Increased referral recruitment Enhanced candidate response to job adverts Decrease in turnover, mostly in vital jobs or top performers Decreased cost-per-hire Improved company reputation Commonly known KPIs include: Establish Your Goals and Parameters A briefing document will clear up your aims, outputs, in- and out-of-scope activities, key stakeholders, risks, KPIs and project plan. Contemplate on the core challenges your business faces in the present day and for the foreseeable future, describe what success is like and think through who you wish to attract and retain. Starting KPIs permits you to evaluate the effectiveness of your project in terms that are important for your business You will need to ensure you have the tools in place to measure and track these metrics.
  • 13. Research Your task force should begin by clearly understanding the mission, values and manners at the central of your employee value proposition. Assess your present business strategy and five-year plan, employee engagement survey results and data on external trends that may influence your business in the future. Engage While it might be enticing for your task force to design your employer brand centred on only your research, you’ll get a far better result by knowing your workforce’s prevailing perceptions. 14.LIVT- Employer Branding Establish Where You Are Now and Where You Want to Be
  • 14. What are the most and least attractive features of the organisation? How do you feel about working for the organisation? How do you think the business is perceived by current and potential employees? How do these perceptions impact your ability to recruit top talent? What are the typical characteristics and attributes of current employees? What attributes and characteristics do we require from employees for our business to be successful in the future? 15.LIVT- Employer Branding Obtain a cross section of the business at various organisational levels to get a grip on your current position and seek out for their views. The questions below will give you a decent starting point:
  • 15. There are two aspects to the positioning of your employer brand: 1. Internal alignment Your employer brand must align with your company brand or else there will be an obvious disconnection in how you present your business to the public and how your employees see the business from the inside. 16.LIVT- Employer Branding Choose Your Positioning
  • 16. 17.LIVT- Employer Branding You must think about what’s different about your business. What’s the point of having an employer brand that’s not different from your competitors; you need to initiate what’s distinctive about your organisation. The strongest employer brands are authentic; and they reveal the experience of their employees while also aligning to the company brand, mission, vision and values. No matter how you position your employer brand, both internal and external perspectives should be mutually reinforcing. 2. Position in comparison to other organisations
  • 17. Carry out a test of your draft with your employees. if they feel that their views matter, they’ll further help you to finesse your final product. You should build a single employer brand that will be effective across the diverse segments of your employee population. However, you may have a somewhat different messaging or emphasis for different sections such as talent, geographies, gender, age or business unit. 18.LIVT- Employer Branding Test and Finalise
  • 18. Now that you have your employer brand, you must start communicating it to employee and mangers; enlighten them on what the brand is, and how they can use and sell it. You should also have various documents and tools, offline and online, for employees to use. These will assist in retaining brand integrity. Take opportunities to show your brand to your team. And your emphasis should be on sharing information and knowledge. Plan Your Launch 19.LIVT- Employer Branding
  • 19. Calculating your results against KPIs is at the heart of decent brand management. In the short term, this should be a continuous process of evaluation, modification and improving your campaigns. In the long term, you should modify your whole employer brand to reproduce changes in business plans, the external environment or within your workforce. Manage Your Brand Use employee engagement surveys, exit interviews and employee workshops to track perceptions internally and evaluate media reports to gain insights externally. 20.LIVT- Employer Branding
  • 20. Just like a stick of rock, a strong employer brand looks great, has a clear message and, anyplace you delve into it, the message is consistent. Establishing and maintaining an employer brand is about being a curator, not a dictator. By truthfully reflecting to the outer world what the business is about, you’ll attract, engage and retain across the employee lifecycle. Monitoring your employer brand will give you competitive advantage in the long term. Instead of throwing money at short- term recruitment campaigns or paying people more money to stay, invest in your employer brand. By being authentic, you’ll differentiate yourself from your competitors and ensure your business success for the long term. In Conclusion 21.LIVT- Employer Branding