Employer Branding
Why It’s Vital to Activate Your Employer Brand Throughout the Candidate Journey
03 MARCH 2023
A strong and positive employer brand can really make a difference in achieving your strategic goals. It helps you attract the right people and keep your employees engaged and motivated to stay. You know, many big successful companies have this recognizable image in the market, but they often miss out on showing what it’s truly like to be part of their team. So, to get candidates excited about joining your company, you’ve got to start by making them aware of who you are as an employer, what your values are, and what awesome things you bring to the table.
But having a good reputation isn’t the whole deal. To really connect with potential candidates, you need to actively spread the word about your employer brand throughout their whole journey, from the first moment they hear about you to when they’re on board and beyond. And here’s where the REAN model steps in.
Activate your Employer Brand Using the REAN model
So, the REAN model is this nifty four-step process that stands for Reach, Engage, Activate, and Nurture. Each step has its own purpose, all aimed at building a relationship with candidates and showcasing your employer brand throughout their entire experience. Let’s dive into the REAN model a bit more and see how it can help you bring your employer brand to life.
Step 1. Reach – Building Awareness
So, the first stop on the REAN journey is all about getting your name out there and making sure as many relevant people as possible know about your brand. And to nail this step, you’ve got to really get your audience and figure out where they spend time online.
- Pinpoint your target audience, map out their journey, and meet them where they already are.
- Highlight what makes you stand out from the crowd to capture their interest and make them curious to know more.
- Integrate your employer brand throughout the entire hiring process – from job ads to InMails, social media ads, and auto-reply messages.
Step 2. Engage – Cultivating Engagement
Alright, once you’ve caught the attention of potential candidates, the next move is to give them a great candidate experience and build a connection that sparks some genuine interest.
- Create a clear and user-friendly application process – think user-friendly career pages, personalized communication, and quick feedback.
- Communicate what candidates can expect of your recruitment process in a transparent manner.
- Offer candidates the chance to get to know your employer brand better – maybe through events, virtual office tours, or chats with current employees.
Step 3. Activate – Showcase Your Unique Selling Points
Alright, let’s dive into step three of the REAN model – activating your employer brand. This is where the magic happens: firing up targeted recruitment campaigns or initiatives to drive those applications. You want to flaunt your unique spot in the candidate market and prove why your company is an amazing place to work.
- Highlight your company culture, values, and employees. Share stories of their accomplishments or their experiences working with your team.
- Put your perks and advantages in the spotlight – for example flexible work hours or great professional development opportunities.
- Introduce your team members on your website and social media. You could even encourage them to share their experiences on review platforms like Glassdoor.
Step 4. Nurture – Keep Your Employees Engaged
The final phase of the REAN model is about nurturing those relationships with candidates. This isn’t just about your current employees, but also those who applied but didn’t quite make it to the finish line.
- Keep the learning and growth opportunities rolling for your employees. Shine a spotlight on their accomplishments and give them the recognition they deserve.
- Collect continuous feedback from your team and use it to improve the candidate experience and overall employee journey.
- Stay in touch with those candidates who applied but didn’t get the job. Invite them to events or send out newsletters. This way, you can maintain a connection and keep them in the loop for future opportunities.
Charles Sinclair, Head of Employer Branding at Oddwork:
Three Reasons to Activate Your Company’s Employer Brand
Ability to Achieve Strategic Goals
Employer branding is closely tied to an organization’s ability to achieve its strategic goals, as it directly impacts workforce planning. Whether your strategic goals involve developing existing skills or attracting new talents, your employer brand will help you attract the right people.
EVP = Foundation for Communication
More and more organizations are now using their Employee Value Proposition (EVP) in the same way the marketing department uses its brand platform. In other words, it serves as a foundation for all communication and activities that reach out to candidates.
Candidates Want to Know What to Expect
Many large and successful companies have a clear consumer brand, but they don’t communicate what it’s like to work at the company.
