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| The first step in an Employer Branding project is an
indepth meeting with an Employer Branding Consultant to
confirm the required outcomes and business objectives;
identify a project team and project sponsors; and agree
a timeframe and budget. |
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| This step lets us understand how leadership view the
organisation's mission, vision and values, and what they
view as important in the employer-employee relationship.
This is done through a leadership workshop or selected leadership
interviews. |
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| Working in consultation with HR and nominated leadership,
we identify what is required from people to deliver on
business objectives and how this impacts on exisiting
workforce planning. |
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| This data may include employee surveys; performance
management systems; exit interviews; policy and procedure
documentation. Once this data is reviewed, we identify what
additional research is needed to develop the Employer Brand. |
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| Based on the information from the previous steps we
provide a fully scoped and costed program proposal which
includes business objectives, findings to date and the
proposed candidate, employee and other group research
now required. |
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| On approval of the proposal, we facilitate the focus groups
and interviews to gather the required data. We also include
quarititative research methods such as surveys to validate
initial data across a larger sample group if required. |
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Our analysis is based on identifying and qualifying gaps in
the employer-employee relationship. These gaps include:
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Candidate and employee wants and needs vs.
perceptions of employment experience delivery |
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External candidate market perceptions vs. reality |
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Internal employee perceptions vs. reality |
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Leadership perceptions vs. employee perceptions |
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The employer-employee relationship required by the
business model vs. the current relationship |
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This report includes the outcomes of the gap analysis
along with recommendations on the specific messaging
and methods that should be used to close the gaps.
The Employment Brand Blueprint will also include
draftvisual concepts. |
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| The 'look and feel' of the messages are key components
in the Employment Brand blueprint. These concepts will
demonstrate how the messages work to affect people on
both emotive and rational levels to influence their
perceptions. |
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Following the presentation and approval of the Employer
Brand Blueprint, we then develop the Brand Campaign in
order to execute communications that will engage
employees, attract candidates and improve retention.
This stage involves fine tuning of messaging specific
media and communications recommendations to internal
and external audiences as well as a tileline and costs. |
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| This step is the project management of the Brand
Campaign. Every element recommended and developed
will help close the gaps identified through the research
and analysis. |
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| Regular review meetings are set to ensure capture of
campaign effectiveness and to plan further activity. |
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