Building and strengthening employer branding

Welcome to today’s labour market, where even the most reputable organisations are fighting for talent. It is a time when attracting and retaining talent goes beyond merely establishing sustainable workplaces or favourable conditions; it is also about the overall experience you offer. Organisations need to consider the experience that their clients, candidates, former or current employees, or even anonymous internet users have with them, and they should seek to understand how their experiences differ and whether the experience they offer is authentic and engages the best experts for the long term.  

Build your organisational experience with Emplonet.

What is employer branding? 

Employer branding is a vital strategic function crucial for the success of an organisation. It is the perception of an organisation as a workplace, which can be weak, neutral, or strong. Many people, such as existing employees, active or passive job applicants, clients, and partners, perceive an organisation as an employer.

Employer branding encompasses the entire employee lifecycle within an organisation. This includes the organisation’s core values, its established culture, approach to recruitment and employee development, strategies during challenging periods, and more (identity). Additionally, it involves how the organisation communicates with and presents itself to external audiences (image).

This underscores the necessity for employer branding to entail a systematic provision of a cohesive experience across all audiences, comprehensively and holistically addressing every stage of the employee journey within an organisation. This encompasses various aspects such as job advertisements, the recruitment process, onboarding procedures, training, career development plans, ambassador programmes, as well as offboarding and alumni initiatives. At the end of the day, there is little benefit in attracting highly sought-after talents if you are unable to retain them.

In Lithuania and across the world, the burden of establishing, maintaining, and improving employer branding primarily falls under the purview of human resources professionals and communication/marketing specialists. However, employer branding constitutes a strategic business function that is overseen directly by the CEO.

Emplonet collaborates with its clients (organisations and employers) to craft an employer branding strategy in partnership with Jurgita Juškienė, a certified specialist in employer branding strategy. Throughout 15 years of experience working with international technology companies (NFQ, KAYAK, HomeToGo, ACME, and Hostinger), Jurgita has amassed extensive expertise in assisting organisations in attracting and retaining suitable talent.

Why is employer branding important for every organisation?  

  • According to Forbes, 75% of job seekers consider a company’s reputation before applying for a position, and 50% would decline a job offer from a company with a negative reputation, even if the salary offered was higher.  
  • The global talent deficit is projected to approximate 85.2 million individuals by 2030. Industries most impacted will include financial services, technology, media, telecommunications, and manufacturing, according to Korn Ferry. 
  • Organisations worldwide fight over highly skilled employees. Consequently, highly skilled employees still have more options than employers do.  
  • Organisations with strong employer branding reduce their cost per hire by as much as 50% and draw in up to 50% more qualified candidates, as reported by LinkedIn.  
  • Improving employer branding can also lead to a more positive experience for current employees, resulting in heightened engagement and retention rates. It also enhances satisfaction among clients and partners.  
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How does one go about developingan employer branding strategy? 

The employer branding strategy is crafted based on the client’s specific needs and objectives. The process consists of the following steps:   

  • Defining the project’s objectives, organisational challenges, competitors, and the team working on the project. The client is then invited to complete a questionnaire, which aids in determining the project’s budget and timeframe. Following the agreement on budget and timeline, the client is invited for an in-person introductory meeting.  
  • Subsequently, data collection occurs, encompassing processes like eNPS, newcomer surveys, candidate experience surveys, exit interviews, and so forth.  
  • An audit of the client’s employer branding ecosystem is carried out, pinpointing internal and external factors that impact it: PESTEL analysis – identifying the primary external trends (political, economic, social, technological, environmental, and legal) that influence the organisation’s employer brand; an anonymous quantitative online survey, targeting current and past employees, candidates, and clients; crystallising the employer value proposition (EVP); analysing and presenting external employer branding efforts undertaken by the client’s competitors; conducting an analysis of the client’s end-to-end recruitment process, encompassing candidate attraction, selection, exit, and alumni relationship management, with a focus on identifying EBMOT (Employer Branding Moments of Truth).
  • The employer brand strategy is presented to the client in person, accompanied by a comprehensive strategy document containing analysis, findings, recommendations, and indicators.   

Additional services

  • Employee Ambassadorship Programme:Employees are the best ambassadors for brands. A thoughtfully crafted ambassadorship programme benefits all parties involved: The organisation, its employees, and the audience.
  • External and internal communication: strategiška Effective strategic communication regarding the organisation is vital for shaping and reinforcing the employer branding, both internally and externally. We assist our clients in reaching their target audiences, providing support from strategy development through to implementation.
  • LinkedIn communication: With over 930 million professional accounts spanning 200 countries, the social network provides virtually limitless opportunities. Whether your goal is to find the right people, establish your reputation as an employer, or personally position yourself as an expert, we can help. We work on both organisational and personal accounts, aiding in developing a strategy, organising profile content, and consistently creating messages tailored to your requirements.
  • Training in social media communication: : Keeping up to date with ever-changing social media algorithms and trends is a challenge. We assist our clients in understanding the most effective strategies for LinkedIn accounts.
  • Employer branding photoshoots, graphic solutions, and videos: The human brain processes visual content 60,000 times faster than text. Therefore, it serves as an efficient method to capture the attention of your audience and convey the appropriate information. We help our clients coordinate employer branding photoshoots, craft appropriate graphic solutions, and produce employer branding videos. We provide assistance with scripting and its execution.  

Jurgita Juškienė, a certified specialist in employer branding strategy (photo by Eglė Jasiukaitytė)

Build your organisational experience with Emplonet.

Frequently asked questions

What determines the pricing of employer branding services? 

The price depends on the scope and intensity of the work. Pricing for the service is customised, taking into account the project’s objectives, expected outcomes, and timeframe., identifikavus projekto tikslus, laukiamą rezultatą, terminus.