Faced with an increasingly competitive industry, it is important to know the strategies of employer branding that contribute to the success of any business. However, many companies recognize the difficulty in finding the strategies that best suit their profile.

Aligning strategy with organizational needs

An effective strategy will determine the needs of your business in the short and long term. To do this, you need to answer certain questions:

• What objectives will your business be pursuing over the next 12 to 36 months?
• What new products and services are on the agenda?
• What talent gaps could prevent you from fulfilling your obligations to clients?

Setting action objectives

An employer branding strategy should help a business achieve its goals or overcome difficulties, and should set action objectives to ensure that this happens.

Although each business must establish its own recruitment objectives, well-designed objectives will always have some common characteristics, for example:

• Identify a specific objective that the company must achieve;
• Establish metrics and adjust them over time;
• Establish resources, a content calendar and deadlines.

Establish a measurement plan

A measurement plan will ensure that you have all the data you need to make an informed decision, and answering the following questions will help you figure out which measurement plan you should adopt:

• What kind of data will you extract?
• How will you extract this data?
• How often will you measure them?
• How will you analyze this data to discover new perspectives and opportunities?
• How will you report your findings to your stakeholers?

Create personas of target candidates

A persona is a representation of your ideal candidate, developed to help companies better understand the candidates they are looking for. This process provides insight into why candidates seek and accept, or decline, a new position.

The personas Candidate interviews require first-hand feedback from potential employees, so you'll need to conduct a few interviews to get the information you need. Recent hires can also provide valuable information, so make sure you include them in your interview program. It's important to gather as much information as possible, and it can be useful to divide the interview template into segments:

• The basic principlesjob title, salary and qualification criteria;
• The base: education, work history, specific skills;
• The personpersonal goals and interests, motivations.

These are just a few examples of employer branding strategies that you can apply in your business, so you should do so consciously and choose the ones that best suit your profile and objectives.