What do you do if your employer branding strategy is not attracting top talent?

Refine Your Brand, Attract Top Talent - Collect feedback from current employees, candidates who applied but weren't hired, and those who declined offers. Understand what aspects of your employer brand they find unattractive or lacking. - Compare your employer branding strategy with competitors who are successfully attracting top talent. Identify what sets them apart and where you may be falling short. - Employer branding is an ongoing process. Regularly review and refine your strategy based on feedback, market trends, and the evolving needs and expectations of top talent

If your employer branding strategy isn't attracting top talent, it's time to reassess and revitalize your approach. Begin by gathering insights from current employees through surveys or focus groups to understand the strengths and weaknesses of your company culture and existing brand perception. Update your value proposition to reflect the qualities that truly make your company a great place to work. Enhance your online presence with engaging content that showcases your company culture, employee success stories, and career growth opportunities. Utilize social media platforms and professional networks to disseminate this content widely. Consider partnerships with educational institutions and industry organizations to boost visibility.

Use social listening tools to set up alerts for keywords related to your employer brand, employee value proposition (EVP), and competitors. This will allow you to stay informed about relevant discussions and quickly respond to any mentions or feedback about your employer's reputation. Analyze sentiments. Track the feelings associated with mentions of your employer's brand, corporate culture, or employee experiences. Identify positive, negative, or neutral sentiments to understand better how your company is perceived as an employer. Use these insights to address any negative perceptions and reinforce positive aspects in your employer branding communication strategy.

O retorno da informação, da comunicação, da sugestão dada por um colaborador ou por ou candidato à nossa empresa, é fundamental para perceber as suas motivações. Ouvir não significa aceitar, mas sim, fazer-nos pensar no sentido das palavras daquela pessoa que até se preocupou em nos dizer o que sentir. Muitos não o fazem. E muitas empresas também não querem ouvir.

A mensagem que está a passar para fora, não é tão boa como a que pensamos ser. É fundamental estar longe da ilha para a contemplar e perceber que, quem está fora, está a receber mensagens negativas de quem está dentro. Melhorar a cultura interna, as condições de trabalho, o gosto por vestir aquela camisola, a par com uma estratégia de comunicação externa, vão devolver o gosto por lá estar.

The challenge of the employer brand is to align the institution's values with those of the professionals it wants to attract. Therefore, it is essential to understand what the best professionals are looking for in terms of career and professional perspective, and align the promises of the employer brand with these talent expectations. We are not talking about repositioning the brand, but about identifying the intersections between these two universes.

If your employer branding strategy isn't getting the traction you'd like, get proactive. This could involve reassessing your messaging to ensure it accurately reflects your values and company culture. Focus on strengthening your employee advocacy initiatives; empower team members to become brand ambassadors and share their experiences within their networks. Amplifying authentic workforce voices and stories, are a great way to drive impact and attract talent organically.

Micro-influencers are strong influencers in your industry who strongly influence your target audience. It is my experience to identify micro-influencers and opinion leaders in your industry who strongly influence your target audience. Collaborate with them in creating content, organizing joint events, or live broadcasts to attract potential candidates. Leverage their understanding of the audience to gain insights into the preferences and behaviors of your target audience in their job search.

É importante refrescar a estratégia de gestão de pessoas e antecipar necessidades. Ferramentas, técnicas e motivações de hoje não vão ser as de amanhã. É fundamental diagnosticar o que torna as pessoas felizes e com vontade de ali trabalhar, perceber o que elas valorizam. Quem também, de fora, se rever nessa cultura, vai nos procurar.

Identify where your target candidates spend their time. Invest in platforms like LinkedIn, industry-specific job boards, and social media channels to promote your brand. Regularly update your career page to highlight recent accomplishments, culture, and available roles.