In-depthHeadsup
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In-depthHeadsup
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Table of Contents
1. WHY EMPLOYER BRANDING IS IMPORTANT
2. WHY THE SUDDEN NEED?
3. BENEFITS OF EMPLOYER BRANDING
4. TOP CHANNELS FOR EMPLOYER BRANDING
5. DEVELOPING EMPLOYER BRANDING STRATEGY
6. EMPLOYEE VALUE PROPOSITION DETAILED
7. EMPLOYER BRANDING: THINGS YOU CAN’T CONTROL
8. RECENT EMPLOYER BRANDING TRENDS
9. OUR APPROACH
Page 02
01WHY EMPLOYER BRANDING IS IMPORTANT
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In the age of technology where information travels faster than sound, employers are
very conscious of the image they reflect on the employees, the potential employees
and the community as a whole.
The term ‘Employer Branding’ was first heard in the 1990s, but the kind of pressure employers
face now to manage a positive, attractive, and enticing image was never the same. Many
employers only focus on the potential employees and how the organization’s image will help
attract them but miss the bigger picture of retaining the best they have.
“Companies with positive Employer Brand has seen 28% of reduction in the turnover rate”.
Every organization has an inherent Employer Brand. It is up to them how they shape it into
something that is desired by the potential employees, cherished by the employees, and
admired by the community.
50% more Qualified Applicants and
is 1-2x faster to hire”
(LinkedIn 2018).
“Companies with strong Employer brand see
Page 03
02WHY THE SUDDEN NEED?
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Shortage of desired talent: With countries opening doors
for the talented ones, and every day new organizations coming
to being, there is no shortage of work in the job market,
rather its is becoming difficult for the organizations
to find the right and the desired talent.
Wanting more in less: Companies desire to achieve more
and more from limited resources present. In order to do so they
need the best talent in the market and retain the finest of their
employees and positive Employer branding is the solution
for both.
Status: Positive Employer branding helps in increasing the
public image of the company; the revenue of these organiza-
tions is higher as compared to the ones which are low in
employer branding.
Page 04
03BENEFITS OF EMPLOYER BRANDING
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• Reports suggest that companies that have stronger Employer Brand
compared to those of their competitors see decrease in cost per hire.
• Saves money on advertising and marketing promotions.
• As per the reports, candidates are likely to apply for a job if the
company actively manages its employer brand.
• Companies with good employer brand receive more qualified
candidates.
• Employees are less likely to leave a company with positive brand image.
• Employer branding creates a public image that helps in both monetary
i.e. sales, profit, etc. & non- monetary benefits i.e. goodwill.
Page 05
04TOP CHANNELS FOR EMPLOYER BRANDING
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Internet/web advertising
Television commercials
Radio
Print adverting Banners & billboards Campus outreach programs
Career site Social media & other professional networks
Short messaging service
Page 07
05CHANGING EMPLOYER BRANDING STRATEGY
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234
1 Study: First step is to study the need of organization to have an active Employer brand.
Once that is clear, organization will have to analyse the GAP between their existing and
desired state. Areas to focus on:
• Defining the target audience
• The need of target audience from the organization
Employee Value Proposition (EVP): As the competition to hire the best increases, EVP
plays a pivotal role for a potential employee to decide which organization to join.
Organizations should focus on increasing their EVP as time goes on.
Communication Strategy: Once the research is completed & the EVP is in place organiza-
tion knows its target audience & the unique EVP, the next step is to find the right communi-
cation channels & strategy to reach the desired audience & express the clear message.
Measure the result: Based on the goals that you set up in the first step, you should
measure the success of your Employer Branding strategy.
Page 08
06EMPLOYEE VALUE PROPOSITION DETAILED
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Below are the steps for developing EVP for your organization:
1. Analyzing the current state Before formulating the EVP plan, it’s necessary for the organi-
zations to first understand the existing state. Many a times employers make the mistake of
relating EVP only with the compensation packages but salary is just a part of it, the over all well
being and satisfaction of the employee is what matters.
2. Research Once the organization is aware of the existing state, now its time to find out
what is the market trend, what is the competition offering, what is that your employee desires
and what is the view point of senior leadership.
3. Develop Next step is to develop your own EVP from the analysis of current state and the
research work done. Deriving the focus area is very important like Career Development, CSR,
Work Life Balance etc. Finding your strength and converting it into a USP is the key.
4. Delivering the message It’s time for implementation, and here, communication is vital.
Implement your EVP across the employee life cycle that is Recruitment, On boarding, Career
Development, and even during exit.
Employee Value Proposition (EVP) is the soul of Employer Branding. EVP is the deal
that the employer offers to the employee for the value addition that the employee can
do for the organization and the value that the employer can provide in return.
Page 09
07EMPLOYER BRANDING:
THINGS YOU CAN’T CONTROL
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Many things that influence Employer Branding is beyond the direct
control of employer, but can be influenced in a positive manner.
1. Media: The update available
about the organization on various
media platforms can not be directly
controlled but the employer must
ensure that the updates are posi-
tive.
2. Peer Groups: The friends and
families of employees and candi-
dates do not have direct connection
with the organization but they do
form an opinion about the organiza-
tion based various observations.
3. Buyer Experience: The experi-
ence that the consumer of your
product experiences, which might
be a delight or a displeasure,
depends on various factors like
individual perception, taste, style
etc. but it influences the Employer
Brand on large.
4. Word of Mouth: Organiza-
tion testimonies deeply impacts the
brand value whether it’s true or not.
Page 10
08RECENT EMPLOYER BRANDING TRENDS
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1. Companies that have stronger employer brand compared to those of their competitors on
average see a 43% decrease in the cost per candidate they hire.
2. Candidates trust employees 3x more than the employer to provide information on
working at the company.
3. 91% of job seekers find a poorly managed or designed online presence damaging
to an employer brand.
4. Companies with strong Employer Brand see 50% more qualified applicants
and is 1-2x faster to hire.
5. 87% of employees value learning and personal development most.
6. 86% of HR professionals agree that recruitment is becoming more like marketing.
7. Nearly 60% of candidates have had a poor candidate experience and 72% of them shared
that experience either online or with someone directly.
8. 78% of candidates say the overall candidate experience they get is an indicator
of how a company values its people.
9. When making a decision on where to apply for a job, 84% of job seekers say
reputation of a company as an employer is important.
10. 80% of people would take one job over another based on personal relationships
formed during the interview process.
11. 60% of job seekers have quit an application process due to its length or complexity.
Viewing Employer Branding as an investment rather than cost:
Page 11
09.aOUR APPROACH
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a SEO Audit and bugs fixing.
a Updation of website content as per the SEO requirement.
a Creating impressive careers page by communicating your company’s unique selling
proposition and highlighting the culture by adding media. Also streamlining the process of
applying by providing detailed JDs and easy-to-use application form.
a Blogs that are less formal, more storytelling content that will enhance your employer
brand in an authentic way.
a Creating brand guidelines for your company.
1. Analyzing the current state
1. Reimage Your Digital Identity 2. Leveraging Your Social Media Presence
3. Turning Employees into Brand Advocates 4. Encouraging Internal Communication
Page 12
09.bOUR APPROACH
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a Creation of LinkedIn company profile for the organization with the appropriate logo,
cover photo, description, URL, company size, Industry, company type and location.
a `Post on company page with a frequency of 5 posts on a weekly basis. This can include
images, infographics, videos & GIFs. The posts will highlight company’s mission, vision,
values, culture, major achievements of The organization and employee testimonials/stories.
a Improving CEO’s profile by crafting high engaging content.
a Creation of Glassdoor profile for the company. Adding reviews from the employees.
a Creation of Slideshare account for better reach .
a Paid services* will include sponsored content, inmails, job ads, etc
(* this will be charged separately)
2. Leveraging Your Social Media Presence
1. Reimage Your Digital Identity 2. Leveraging Your Social Media Presence
3. Turning Employees into Brand Advocates 4. Encouraging Internal Communication
Page 13
09.cOUR APPROACH
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a Module I : Mastering your LinkedIn profile.
a Module II : LinkedIn for professional growth.
a Module III : Publishing on LinkedIn.
a Module IV : Become a brand advocate.
Note : The training sessions will be conducted for selected employees only who will be
identified as potential brand influencers by the organization.
3. Turning Employees into Brand Advocates
1. Reimage Your Digital Identity 2. Leveraging Your Social Media Presence
3. Turning Employees into Brand Advocates 4. Encouraging Internal Communication
Page 14
09.dOUR APPROACH
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a Conduct Employee engagement activities to strengthen team bonding
and improve work culture
a Onboarding surveys
a Exit interviews
a Employee satisfaction survey
a Newsletters
4. Encouraging Internal Communication
1. Reimage Your Digital Identity 2. Leveraging Your Social Media Presence
3. Turning Employees into Brand Advocates 4. Encouraging Internal Communication
Page 15
09.eOUR APPROACH
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KPIs to measure
1 Website
a No. of visitors on the site.
a No. of visitors on the careers page.
a Rank in SERP.
a No. of applications received.
2 Social Media
a No. of visitors on the LinkedIn page
a New followers gained
a Total impressions & clicks
a Applications received via LinkedIn
1
3
Page 16
09.eOUR APPROACH
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KPIs to measure
3 Trainings
a Total no. of employyes trained
a SSL score of employees
a New connections gained
a Post & profile views
4 Social MediaOffline Communication
a Internal 360 feedback
a Reduction in attrition rate
a No. of new joinees
3
4
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