HR brand as one of the components of brand reputation
The reputations of corporations such as Google, Microsoft and Coca-Cola speak for themselves. Many professionals want to work there because they have heard about the high corporate culture, innovative offices and different ways of motivating employees. It is safe to say that these companies have created a strong HR brand based on the right communication strategy, both externally and internally. This creates a thoughtful image in the marketplace that appeals to both consumers and employees.
Types of HR branding
With the right reputation, a company can recruit highly skilled people, fill vacancies quickly and keep staff motivated to avoid turnover. At the same time, it is important to work comprehensively on a positive image, which involves several types of HR branding.
Internal HR branding helps to energise existing employees. This strategy helps to communicate the company’s values and involve employees in them. This approach is implemented through the organisation of various events, motivation and reward systems. In addition, the strategy involves personal communication with employees to find out their needs and problems.
External HR branding manifests itself in the general perception of the company in the market. In this case, the dissemination of important messages is through media promotion and publications on social networks. Participation in conferences has a good impact on external reputation.
The process of creating an HR brand
There are several stages to creating a corporate image:
- Set goals. These should be specific, clear and measurable.
- Research. After formulating goals, it is essential to understand where the company is at in its development. An analysis of how the company currently communicates with its employees will help determine how to recruit new employees. In addition, a study of the company’s competitors is part of the research process to discover the company’s advantages and differences in the market.
- Identify the target audience. This is where you list the professionals you want to recruit. Define their skills and desired work experience.
- Create a platform for building an HR reputation. This should include a description of the mission, positioning characteristics and values.
- The tone of voice. It is necessary to create a way of communicating with the target audience that is clear and close to them.
After the main stages, the promotion begins. It starts with building a marketing strategy that includes selecting digital channels, creating a content plan and other tools to achieve the goals you have set.
Remember to regularly monitor the effectiveness of your efforts. You can use various metrics, such as employee turnover, employee engagement levels, the cycle and cost of closing a vacancy, and other parameters. If the indicators show poor results, reconsider the HR branding strategy.
