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

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