Employers branding study
Employer brand denotes an organisation's reputation as an employer. Just as a customer brand proposition is used to define a product or service offer, an employee value proposition is used to define an organisation's employment offer.
While the term employer brand denotes what people currently associate with an organisation, employer branding has been defined as the sum of a company's efforts to communicate to existing and prospective staff what makes it a desirable place to work, and the active management of a company's image as seen through the eyes of its associates and potential hires.
The goal of the study: to identify the factors that are having the greatest impact on the company, as attractive employer, reputation, it's employers brand.
The results of the study:
- Company will discover declared (by itself) and real company's employer brand.
- Company will know the factors that are important to current and potential employees.
- Company will be helped refining their EVP - Employee Value Proposition (or Employer Brand proposition)
- The results of the study will show, what needs to be changed to make it easier to attract potential employees and to retaining and engaging the old ones.
INTERNAL: Company's employees
EXTERNAL: Potential employees, partners, companies, working in the same field, public figures (journalists, influencers etc.)
Process of the study:
Preparing and coordinating the questionnaire/survey for the former and existing company's employees.
Coordinating the process of the survey.
Generalizing and presenting survey's results and recommendations.
Executing market analysis, preparing the list of potential employees (talent mapping).
Preparing and coordinating the questionnaires for potential employees, working in other companies.
Interviewing respondents' during the face-to-face meetings or by phone.
Analyzing results, presenting with the results of the study and recommendations.
Coordinating lists of partners, competitors and public figures.
Preparing and coordinating the questionnaire.
Interviewing respondents during the face-to-face meetings or by phone.
Analyzing results, presenting with the result of the study and recommendations.
Duration of the study: 1-2 months.