This manual will guide you through the basics for building an Employer Brand in 4 easy steps. We are an International Executive Search Firm promoting professionals for global corporations since 1985, we provide Employer Branding consultancy within our Exclusive Search services.

1. The manual to building
an Employer Brand.
CORPORATE
RECRUITERS
1. Research 2. Plan
3. Promote 4. Measure
As easy as
1,2,3...4

2. The manual to building
an Employer Brand.
It is the hybrid of HR and Marketing with the main purpose
of attracting and retaining talent. An employer brand is
promoted by the employer and endorsed by its
collaborators, becoming brand ambassadors.
The win of the war for hiring the
best talent does not always rely
on the best bidder, employees
analyze a series of benefits, not
only monetary but professional
and personal as well. A “top of
mind” Employer Brand is on the
lead for selecting the best talent
from a pool of enthusiastic can-
didates that may even have your
company as a career goal.
“Just as a brand has attributes, a
company has unique culture, values,
and benefits that sets it off from
their competitors.”
CORPORATE
RECRUITERS
J. Hunter

3. Before you start talking about your talent start listening to
your team! Ask employees about their favorite things of
working on your company and how candidates see you.
Also, audit your current materials and see what you are
already doing good and what can be improved.
Questions to ask:
1. Who are you looking to attract?
2. What are your biggest challenges?
3. Where are your candidates seeing you?
4. How do you set appart from other employers?
1. Research
A strong talent brand reduces
cost per hire by up to 50% and
lowers turnover rates by 28%.
Eda Gultekin, What’s the Value of Your Employment Brand?
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External Audit
• Employer presence
• Recruitment channels
• Recruitment advertising
• Company and Career Pages
on Web and Social Media
• Employee online profiles
Internal Audit
• Company culture
• Compensation package
• Company intranet
• Training materials
• Performance management
• Employee exit follow-up

4. Now that you have your research, put it to use! The good,
the bad and the ugly. Check if your communication is
being effective, what is important to your audiences and
what is not.
2. Plan
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Tools:
• Employee compensation package.
• Calendar of actions for your audiences.
• Promotional and internal materials.
• Control and evaluation tools.
Steps:
1. Craft your message.
2. Establish goals & key indicators.
3. Define your audience.
4. Select communication channels.
Brand
Message
External
Communication
Channels
Communication
Channels
Internal
Culture
Leadership
Competences
Competition
Market
Niches
Web
Advertising
P.R.
Materials
Intranet
Evaluation

5. The best way to implement an employer brand promotion
is through a map divided per audiences and channels,
determine the messages and materials that will be
delivered to employees and candidates at the best time.
Keep in mind what would be the easiest way for your
target audience to find you: think like a candidate!
A smart approach for an effective promotion is a well
integrated social network, this allows an easy navigation
for the user as well as a good way to measure your reach.
3. Promote
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Pick your channels:
• LinkedIn company page.
• Facebook business page.
• Job Portals.
• Job Fairs.
• Marketing materials, “work with us” videos...get creative!
Pay special attention to:
1. Employee word of mouth.
2. Social media.
3. Mobilie compatibility.
4. Creating an experience.

6. Here are some metrics to determine the success of your
employer brand:
• Employee retention increases.
• Your offer acceptance rate goes up.
• Your company is recognized as a great place to work.
• You have a growing social media audience.
• Your Talent Brand Index score rises.
4. Measure
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Ready to go!
These indicators will help you
monitor and track results.
Giving you an insight of what
works to communicate your
employer brand easily and effectively.
175M+
Linked members
TalentBrandEngagement
Is the number of people who have proactively
shown interest in your brand, measured by:
Researching company and career pages
Following your company
Viewing jobs and applying
TalentBrandReach
Is the number of people who are familiar with you as
an employer. This is the pool of talent that you have
the potential to influence, measured by:
Viewing employee profiles
Connecting with your employees
51,277 14.0%
366,263
=Talent Brand Index
LinkedIn Talent
Brand Index

7. This guide will help you define a plan for your Employer
Brand, but what will make it a successful one will be the
strength of your brand message and how well you
communicate it.
Sources:
TheEmployerBrandPlaybook-LinkedIn
BuildYourEmployerBrand-Randstad
Ready to sell!
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8. Is an executive search firm with over 25 years of
experience in the industries of Manufacturing, Hospitality,
I.T., Sales, Commerce and Family Business.
We provide Employer Brand consultancy to our clients
within our Exclusivity Search services.
Elaboratedby:
Francisco Fimbres
MarketingCoordinator,CorporateRecruiters
Corporate Recruiters
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