How do you align talent management with employer branding goals?

1 Define your employer value proposition

Your employer value proposition (EVP) is the core of your employer brand. It summarizes what makes your company unique and desirable as an employer, and what you offer and expect from your employees. Your EVP should be based on your vision, mission, and values, as well as your market position, competitive advantages, and employee feedback. Your EVP should also be aligned with your customer value proposition, to ensure coherence and authenticity. Once you have defined your EVP, communicate it clearly and consistently through your internal and external channels, such as your website, social media, job ads, and employee testimonials.

2 Showcase your culture and diversity

Your culture is the personality of your company, and it influences how your employees work, interact, and grow. Your culture also shapes your employer brand, as it reflects your values, beliefs, and norms. To align your talent management with your employer brand, you need to showcase your culture and diversity to your current and potential employees. You can do this by highlighting your core values, your work environment, your team spirit, your learning and development opportunities, and your social responsibility initiatives. You can also showcase your diversity and inclusion efforts, by promoting your policies, programs, and practices that support a diverse and inclusive workforce. By showcasing your culture and diversity, you can attract and retain talent that shares your vision and values, and that can contribute to your innovation and growth.

4 Measure and improve your employer brand

Your employer brand is not static, but dynamic and evolving. It is influenced by your internal and external factors, such as your business strategy, your market conditions, and your employee and candidate feedback. To align your talent management with your employer brand, you need to measure and improve your employer brand performance, and adjust your strategy accordingly. You can do this by using various metrics and indicators, such as your employer brand awareness, reputation, preference, and loyalty, as well as your talent attraction, retention, and engagement rates. You can also use various sources and methods to collect and analyze data, such as your website analytics, social media analytics, employee surveys, candidate surveys, and employer review sites. By measuring and improving your employer brand, you can identify your strengths and weaknesses, and optimize your actions and outcomes.