What are the company's strengths and weaknesses?
What do they value in their place of work, what advantages does the company have over their previous employer?
Are they ready to tell their friends and acquaintances about their company?
This question is one of the variations of the NPS metric , which can be used to assess the level of employee satisfaction with their work.
When auditing your HR brand, it will be useful to ask questions of those who no longer work for your company. Ask this audience:
What didn’t they like and what could be improved in the company?
They don't necessarily have a negative attitude towards you, so find out how their positive experience at the company has helped them in their career?
Job seekers and candidates who responded to vacancies can help the company evaluate its HR brand. Find out from them:
What is their perception of the company?
What employer characteristics are important to them?
What are their values and what do they look for in a job?
Why did you respond to the vacancy?
See what competitors are offering
Brand research includes studying competitors' offers. How they attract employees, what opportunities they provide, what brand promotion tools they use. Highlight your competitive advantages.
Formulate EVP
Your value proposition should take into account the needs of job seekers. Modern professionals often look for interesting and diverse projects in their work. In a company culture, they especially value freedom and welcoming fresh ideas.
Example of EVP from Yandex
The concept of HR brand is based on the advantages of the belgium phone number list company. For example, if a horizontal project management structure is adopted among current employees, tell about it in the vacancy.
Brand promotion and development can be carried out through several channels.
Make a separate section on the site
Companies that are constantly looking for employees and potential applicants can create a separate section dedicated to vacancies.
The organization's brand even has its own slogan.
Manage social networks
You can use different types of content on social networks: show behind the scenes of the company's work, talk about the success stories of employees and their career achievements, share with the audience the best cases of projects you are working on.
For example, Compass employees talked about how they made a dark theme for the app .
Work with the media
The company's constant presence in the media is important for the formation of the brand's expert reputation. This may include not only articles dedicated to your newsworthy events, but also columns by employees on resources and comments from your specialists on some resonant topic.