Communication campaigns aimed at the promotion of HR-brand of the company. How to develop an effective media plan, choose the best platforms and tools. How to evaluate campaign performance and measure key performance indicators.How to attract, and most importantly how to hold effective staff in the company?
This is perhaps the most important issue of concern to hr professionals: what metrics should be considered in the analysis of the internal environment of the company and what tools to use to determine the effectiveness of interventions?
Competitiveness in the labour market and organized systems of communication within the company provides a high level of image stability which is necessary to systematically support the process of formation of HR-branding of the company.
HR-branding – system of measures aimed at creating and maintaining a positive image of the employer, with the objective of ensuring engagement and retention leading specialists in their field.
Hr-branding is divided into internal and external. Consider both components.
the Primary audience for internal employer branding are employees of the company. Begin the introduction with analysis of staff loyalty to the company, as well as the main methods of withholding.
External HR branding – the other side of the coin. This is primarily what you know about the company to potential candidates. External employer branding is generated thanks to the reviews about the company and former employees, as well as information from open sources and media. External image pursues both business competitors and potential employees.
For external promotion of HR — branding is necessary to use such platforms as Newspapers, magazines, radio, promotions, banner ads, search engine web page, own website, where information about open vacancies, career prospects. Information should cling and cause a desire to find a job to You. Applicants responding positively to the video head, where he shares his successes and achievements, which he achieved in the development process in the company.
To ensure that the information was targeted, it is necessary to consider the specifics of the organization and accordingly select the best sites and tools to convey information to the target audience. For example, if we are looking for cooks, the advertising should be placed in the print edition with recipes, and not in the magazine for motorists.
Well remembered the radio ad, which repeats the name of the company and development prospects in it.
a Large number of candidates can be attracted through advertising on television. The holding of thematic programs, with the presence of a representative of the company will engender the mind of the applicant is of good standing of the employer.
to Determine the reactions of potential candidates for the image of a company, you can use reviews on various Internet forums, usually before work, applicants should check the trustworthiness of the employer in the «black list». Also, monitor the number of views of vacancies and responses. Including, to assess the situation, help interview with the applicant in which he will talk about the interest in the job and his doubts.
to Achieve a stable and productive work, to reduce, and ideally get rid of «routine» shots is possible using tools such as:
the Indicators of satisfaction with working conditions, may make the data collected by the survey staff to identify their life motives, the degree of commitment to the company and the share wanting this company to leave.
to better survey anonymously, which will allow to answer the questions frankly. It is recommended to separate the segments by categories of employees, age and sexual structure, which will contribute to the formation of a real «portrait.»
the analysis will highlight strengths and weaknesses. As the proverb says: «Forewarned is forearmed».
Every employer aspires to be ideal for job seekers, forming a certain brand that will reflect the mission and goals of the company. You need to understand that the external brand cannot exist without a well-functioning internal communication. After all, creating a bright advertisements without positive dynamics of processes within the organization, the company runs the risk of spending a lot of money, not receiving the desired effect. Yeah, maybe the position is closed, but whether the candidate is interested in efficiency and productivity in Your company?
Recruitment company AVICONN
The recruitment consultant.