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Employer-Branding-en.pptx
1. Employer Branding
Developing a clear and attractive employer image
Effortlessly attracting the right talent 2017/2018 Methodology
2. Introduction
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
3. Content
1. The step-by-step plan
2. Debriefing
3. Employer's brand promise
4. Recruitment campaign plan
5. Campaign plan implementation
6. The result
7. Example cases
8. More information
5. Step-by-step plan
What are the steps to take?
What steps do we take together to achieve a strong employer image?
Inventory conversation:
• 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.
7. Debrief
Debriefing
Based on the inventory interview, a clear document is produced in the form of either a Word
document or a PowerPoint presentation: the debrief.
A debrief contains:
Need analysis - where do we stand and 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
Advised step-by-step plan/tailor-made plan of action to achieve the objectives
and/or KPIs in collaboration with Anceaux Marketing.
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.
9. 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?
10. Brand promise as an employer
What is your mission as an employer?
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.
What makes you, as an employer,
fundamentally different from other
employers (competitors or colleagues)?
For whom do you have jobs? And who do
you want to have in-house?
This provides you with the messages for
your employer brand promise.
Building the brand promise
The structure / EVP
11. Brand promise as an employer
Method of achieving a brand promise:
1. Kick-off with brainstorming session
Consider who should be present
External for more creativity
Focus only on creativity, no choices to be made yet
2. Processing the brainstorming session
We will create a comprehensive report
We will create a plan with advice and suggestions
3. Discussing the processed plans
Time to make decisions
Result: the brand promise is written down and ready to be
communicated. The structure / EVP= done.
13. Recruitment campaign plan
Branding:
• the mass communication message
• building image and brand
awareness
• offline channels
• complete target group
Campaigns:
• targeted
• from vacancy to employee
• difficult target groups
• online channels
• refined messages
Sales:
• from vacancy to employee
• rejections
• follow-up
Internal organisation:
• presenting the promise and fulfilling
it
Building a strong employer
image
14. Recruitment campaign plan
Method of achieving a campaign plan:
1. Testing the brand promise internally and externally
2. Working out the KPIs with attention to detail
3. Research within and outside the organisation
4. Writing the campaign plan
5. Presenting the campaign plan
6. Agreement on required budget for implementation
7. 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.
15. Recruitment campaign plan
What is stated in the campaign plan?
1. Objective of the employer campaign
2. KPIs (if there are 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
17. Campaign implementation
The implementation phase:
Creating a roadmap
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
21. 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)
International Criminal Court
22. Example case
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-award-
shell/
