Employer Branding Developing a clear and attractive employer
Employer Branding Developing a clear and attractive employer image Effortlessly attracting the right talent 2017/2018 Methodology
Effortlessly attracting the right talent Building the employer's image has almost become an obligation, especially when you talk about passive candidates or a specific rare talent. Active candidates in a target group that is in great demand are easily found on job board sites or in other obvious ways. Here too, a strong employer image can be very supportive. The digital playing field allows people to form an image of where they will be working in advance. You can use this in a positive way, for example, by allowing a look behind the scenes. In doing so, you attract the right people to fulfil the organisation's mission. The importance of the right people within an organisation has never been greater. They are the soul of an organisation. What do you, as an organisation, promise? And how do you make it happen? Employees play a crucial role, so you want to get the right people. You are looking for those people who will really help the organisation to develop. With the Anceaux Marketing step-by-step plan, you effortlessly attract talent. DEVELOPING A STRONG EMPLOYER IMAGE Introduction
1. 2. 3. 4. 5. 6. 7. 8. Content The step-by-step plan Debriefing Employer's brand promise Recruitment campaign plan Campaign plan implementation The result Example cases More information
Step-by-step plan from A to Z What does a complete trajectory look like?
What are the steps to take? What steps do we take together to achieve a strong employer image? ü Inventory conversation: • • ü ü ü Need analysis Determining objectives and KPIs Processing the analysis into a debrief and plan of action tailored to your needs Creating and/or refining the Employer Value Proposition (EVP) Clear campaign plan to move from strategy to operation Implementation of the campaign plan The result If the EPP is already in place, we will skip the step of creating an employer brand promise. Step-by-step plan
Debrief What is the debriefing?
Debriefing Based on the inventory interview, a clear document is produced in the form of either a Word document or a Power. Point presentation: the debrief. A debrief contains: ü Need analysis - where do we stand where do we want to go? • • • Outline of the organisation All objectives listed KPIs if these have already been developed, otherwise we will help to determine these Target group Possible challenges ü Advised step-by-step plan/tailor-made plan of action to achieve the objectives and/or KPIs in collaboration with Anceaux Marketing. ü Estimated budget > we always work with a fixed price. This debrief is discussed and refined in a personal meeting. Based on this, we determine a GO or NO GO for the first step. This debrief costs 250 euros, VAT not included, but these costs will be cancelled out when we start our collaboration. Debrief
Brand promise as an employer What do you promise?
Zet hier een mooie foto overheen. 1. Sleep een nieuwe foto in de slide. 2. Rechtermuisklik op de afbeelding en kies Send to back. 3. Klaar! What do you, as an employer, promise? And how do you make it happen?
Building the brand promise The structure / EVP ü What is your mission as an employer? ü What are the core values within which you, as an employer, accomplish the mission? These core values must be in line with the profiles you accept. ü What makes you, as an employer, fundamentally different from other employers (competitors or colleagues)? ü For whom do you have jobs? And who do you want to have in-house? ü This provides you with the messages for your employer brand promise. Brand promise as an employer
Method of achieving a brand promise: 1. Kick-off with brainstorming session ü Consider who should be present ü External for more creativity ü Focus only on creativity, no choices to be made yet 2. Processing the brainstorming session ü We will create a comprehensive report ü We will create a plan with advice and suggestions 3. Discussing the processed plans ü Time to make decisions Result: the brand promise is written down and ready to be communicated. The structure / EVP= done. Brand promise as an employer
Recruitment campaign plan From the inside out
Building a strong employer image ü Branding: • • the mass communication message building image and brand awareness offline channels complete target group ü Campaigns: • • • targeted from vacancy to employee difficult target groups online channels refined messages ü Sales: • • • from vacancy to employee rejections follow-up ü Internal organisation: • presenting the promise and fulfilling it Recruitment campaign plan
Method of achieving a campaign plan: 1. 2. 3. 4. 5. 6. 7. Testing the brand promise internally and externally Working out the KPIs with attention to detail Research within and outside the organisation Writing the campaign plan Presenting the campaign plan Agreement on required budget for implementation Final delivery of the campaign plan, including a roadmap Next, the implementation phase starts, in which we will roll out the campaign plan by means of the roadmap. The roadmap states exactly who is going to do what, what the deadlines are and the maximum budget. See the next chapter. Recruitment campaign plan
What is stated in the campaign plan? 1. Objective of the employer campaign 2. KPIs (if there any) 3. Segmented target groups 4. Channels where these target groups are located 5. Various messages linked to channels & target groups 6. Toolkit > what will it say and what should it look like? 7. Step-by-step plan for the implementation 8. Who will do what? 9. Planning 10. Budget 11. Evaluation Recruitment campaign plan
Campaign implementation From strategy to operational
The implementation phase: ü Creating a roadmap ü ü ü Activities Who is responsible for what? What is the deadline? Maximum budget Anceaux Marketing ensures that activities are carried out as agreed Anceaux Marketing makes appointments with any necessary external parties Anceaux Marketing manages all internal and external parties Anceaux Marketing organises regularly scheduled evaluations with the customer There is always one project leader who is the focal point for a project Project stays within the agreed budget There is always a final evaluation Campaign implementation
The result Based on KPIs and objectives
The result
Example cases Own portfolio
International Criminal Court Content A great example of how people within the organisation tell the story in the best and most convincing way. (Click the play button in presentation mode)
Shell Campaign - Recruiting technical women Objective: Recruiting female technical (passive) talent in Europe. Approach: Branding on global level translated into European level, specifically aimed at women. Specific campaigns via social media and a European webinar focused on the content of Shell's projects. Event especially for these women, in which business and recruitment have jointly persuaded the right women. Result: recruitment of 12 female technical talents. Important for success: collaboration between business, recruitment and marketing More information: http: //www. anceauxmarketing. nl/project/campagnemanagement-awardshell/ Example case
More information Contact
Contact: Please contact our recruitment marketing strategist Natalie Anceaux for an informal meeting. ü ü ü ü Website: www. anceauxmarketing. nl Email: natalie@anceauxmarketing. nl Tel: +31641367744 Facebook: facebook. com/anceauxmarketing Instagram: instagram. com/anceauxmarketing. nl Twitter: twitter. com/Anceaux. NL Linked. In: linkedin. com/company/anceaux-marketing More information
Natalie Anceaux 2017/2018 www. anceauxmarketing. nl
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