The job market is tight and finding the right employees is becoming increasingly challenging. Fortunately, there are good methods for building a strong employer brand. By using Employer Branding in the right way, you can effectively retain existing employees and attract new ones. By cleverly applying AI(Artificial Intelligence) you speed up certain parts of this process. In this article we explain how to make Employer Branding a success and how to use AI to do so.
84% of employees consider leaving their current job for another company with a better image.
When there is a difference between identity (what companies want to project) and image (how talents perceive a company), attracting and retaining talent can be difficult. A good Employer Branding approach helps you better align your brand identity and image, helping to strengthen your employer brand. The following five steps will help you deploy Employer Branding successfully.
A sound Employer Branding approach naturally starts with research, because measuring is knowing. And you want to know how your brand is doing. Start by measuring the difference between your brand identity and image through a branding/image survey, conducted among potential and current employees. Consider an online questionnaire.
At this stage, don't forget to look at your competitors. What are they doing well? What can you learn from? And what does your organization excel at? You can use AI for part of this. ChatGPT, for example, provides quick insight into competition with leads for deeper research. A great starting point for your competition research.
Analyze the data coming out of your research and possibly map out strengths, weaknesses, opportunities and threats, using a SWOT analysis.
Once you have identified your target audience and analyzed your research results, start developing an Employer Value Proposition (EVP) and strategy to strongly establish your employer brand. Think of an EVP as a promise you make to your current and future employees, mapping out what you have to offer as an employer. Make sure that everything in your EVP is true, that you can sustain it (also in the long term), that it is attractive to multiple target groups, that it is distinctive from the competition and that it comes across as credible.
Do you want to be sure that your EVP and strategy fits with you as an employer according to your target audience? Then -together with them- schedule a test moment, after which you can tighten up your EVP and strategy. In addition, a test moment ensures involvement and creates internal ambassadors, which in turn contributes to the successful loading of your strong employer brand.
Next, you are ready to develop an effective Employer Branding campaign that is perfectly aligned with your target audience, company culture and values. Look carefully at the right message, resources and channels to appeal to employees that really match your company's DNA and remember that it is as much about internal as external communication. You obviously want to retain and involve your good colleagues in your recruitment campaigns. You can use AI tools for this as well. For example, ChatGPT helps with content production, tools like Midjourney help with image generation and you deploy a range of other appropriate AI tools to create communication tools. Just make sure you stay in charge, because creating strong communication tools is still human work, of course.
After the Employer Branding campaign is launched, you must of course continuously monitor and adjust, to ensure that the intended objectives are achieved. Is the campaign not going as well as expected? If so, monitoring will allow you to deploy other channels and resources for your campaign.