Employer Branding
A company's employees — are its most important resource and one of the most important audiences of the corporate brand. While the communications of the master brand are aimed at the external consumer, the company's people, who have an entirely different motivation and can become the brand's chief ambassadors, require an entirely different refraction of the company brand — the employer brand.
Our agency analyses in depth the essence of the company's brand, the motivations and needs of its employees, and its organisational culture in order to formulate the employer value proposition (EVP) and build a system of brand images and messages on that basis. This is how we have come to work with 5 of the 10 best employers in Russia.
View projectsEmployer branding, like branding in general, is relevant to any organisation that faces competition in the labour market. However, a consistent employer brand will be especially valuable in the following situations:
— If the qualifications of your employees are the basis of the company's competitive advantage. A strong employer brand will help select and retain the best.
— If your organisational culture is a deciding factor for your candidates. The employer brand will translate its strengths into the language of communications.
— If you want to turn your employees into ambassadors of your brand. When the values of the corporate brand are conveyed through coherent communications for employees and are confirmed by the organisational culture and the motivation package, employees will identify themselves with the company and recommend it to the people they know.
— If you suffer from low employee loyalty. The employer brand will help create a shared ideological foundation within the company.
— If too many of the candidates at your interviews are the wrong fit. Thanks to the employer brand, the company will be able to build a strong yet truthful image.
Employer brand development includes the following stages:
— Audit.
We study the competitive field, talk to candidates and current employees at different stages of onboarding in the company, consult experts and immerse ourselves in the ideology of the corporate brand in order to build the foundation for the strategic decisions of the employer brand.
— Strategy.
We shape the employer brand platform, which contains all the core meanings the brand will convey to the company's potential, current and future employees.
— Identity.
We create a verbal and visual language that is consistent with the identity system of the corporate brand.
— Implementation.
We design the employer brand communication strategy, create the HR portal and fill it with meaning and content, and develop the corporate code of conduct.
Expertise in employer branding.
We have worked on the employer brands of major Russian and international brands, from T-Systems to MTS.
Strategic foundation.
We build employer positioning on the basis of thorough research into the ideology of the company's internal environment and the motivations of candidates and employees.
Coherent solutions.
The employer brand we create fits perfectly with the platform, strategy, communications, corporate identity and the other branding components defined by the master brand.
The cost and timeline of employer branding depend on the complexity of the project and on the scope of changes it will require.
Send us a request and we will promptly prepare a proposal based on your information.
