Every company has an Employer Brand. But for most companies, that means one thing: how they look. Nice photos, inspiring stories, an attractive careers page. All of that is important. But it’s just the beginning.
Behind the image lies reputation. And behind reputation lies experience. And that’s what really matters.
Brand Image: What People See
When someone first comes across your company, they don’t start reading the annual report. They form a quick impression. Do I like it, or not? Does it seem trustworthy? Would I want to work there?
People are emotional beings. Brand image works quickly and subconsciously. But be careful—it’s not just about visual communication.
Brand image is a mental construct that people form in their minds based on all their experiences with the brand.
Not just from what the company consciously communicates, but also from hearsay, online reviews, a friend’s story about working there, and how the recruiter treated them during the interview.
A company has only partial control over what goes into this image. And that makes it all the more important to know what the resulting image actually looks like.
The problem arises when a company thinks that building an Employer Brand means building an attractive image. That it’s enough to just look good.
An image can be created, but it cannot be sustained if it isn’t built on a solid foundation. And candidates who take the next step will discover that foundation very quickly.
Position: What People Consider
Changing jobs isn’t an impulsive decision. It’s not like buying a T-shirt you like in a store window. It’s one of the most significant decisions in a person’s life, and that’s exactly how it’s approached.
After the initial emotional reaction comes the rational part. The candidate starts asking questions: What exactly are they offering? How does this company compare to others? Why them, and not the competition, which also looks good?
This is where positioning comes into play. It’s not just about what the company offers, but how its offer stacks up against the competition in the job market. With all due realism.
It’s not enough to be attractive. You also have to have something to offer and know where you really stand. A company that knows its image but doesn’t know its position is like a salesperson who knows they’re likable but has no idea if their price is competitive.
Likeability isn’t enough.
EMPLOYER BRAND INTELLIGENCE
Build your Employer Brand based on reality and data. Gain key insights into your people, your brand, and the job market that will enable you to make better decisions.
Data and Resource Audit
We will map out the available data, tools, and resources and identify gaps in measurement.
Integration and Data Reports
We will create a clear system for tracking key metrics
Brand Analysis and Management
We provide feedback to help optimize your EB strategy
EMPLOYER BRAND INTELIGENCE
Řiďte značku zaměstnavatele na základě reality a dat. Získejte klíčové informace o lidech, značce i trhu práce, které vám umožní dělat lepší rozhodnutí.
Audit dat a zdrojů
Zmapujeme dostupná data, nástroje a zdroje a identifikujeme mezery v měření.
Integrace a datové přehledy
Vytvoříme přehledný systém pro sledování klíčových metrik
Analýza a řízení značky
Poskytujeme zpětnou vazbu k optimalizaci EB strategie
