Organization of focus groups

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The purpose of their implementation is to collect data. Respondents of two categories are invited to participate:

applicants, newly hired employees, recruiters (they know what candidates are looking for and what questions they usually ask). Communication with these people will help to understand what exactly candidates for positions in this company need, what their requests are. Based on this data, it will be possible to form a unique employer proposal (UEP);

employees who have held key positions in high school senior mailing list the company for a long time. You can find out from them what valuable things they have received from the company during their time there.

What is the company's HR brand positioning based on?

Dividing the target audience into segments
Positioning a company in HR is done to make the brand recognizable in the eyes of the target audience. It is much easier for a well-known employer, who has been on everyone's lips for a long time, to recruit employees than for companies that are little known to the general public.

Keep in mind that segmentation will be of little use if you do not clearly define the niche you occupy in the market. Your HR brand will not be popularized by statements like “Our company is ideal for absolutely everyone!” No, you will only waste money, and the effect will be zero.

Studying the positions and activities of competitors
Look at what your competitors are doing and adjust your own steps to differentiate them from theirs.

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Building your own concept for positioning the company's HR brand
Here your task is to form a unique image, define your own niche, offer the most favorable terms of cooperation. Here is what is important when developing a concept:

come up with a slogan;

create a compact description of available vacancies;

identify and name the main advantages of working in your company;

identify your main competitors (their groups) and how you are superior to them;

indicate other HR materials available for study.

Having a document in hand that clearly sets out the principles of the company's HR positioning, you can provide it to recruiters for work (even if some leave and others take their place). Based on the existing concept, you can also create scripts for interviews with applicants, texts for brochures and articles, etc.

Identify appropriate channels for engaging with your audience
Most often, communication is carried out via the Internet, by posting vacancies on special sites, in social networks, on a corporate portal. But personal conversations, the use of outdoor advertising, etc. are also practiced.

When organizing a presentation of your own HR brand, do not forget that the most vivid impression is made by visual materials, that is, pictures, photographs, videos, reviews of those who already work in the company, etc. Study the reviews, do not be afraid if they are not very optimistic, publish other good ones, showing how working in your company has helped people in life.

Reach out to employees who enjoy their work: let them tell you what is valuable about it. Choose, for example, five people who are ready to promote the company's values ​​(and they coincide with their own life positions), and appoint these people as so-called brand ambassadors.

Demonstrate your HR brand in every possible way, provide examples of successfully completed projects. Act through websites (medical, financial, marketing, IT or logistics, and others) that coincide with your specialization or field of activity. Use specialized business publications, social network pages, job sites, etc.

HR brand

As a result, you will get what you were aiming for, namely, competent candidates (in the shortest possible time and with a minimum of expended resources).

You will understand that the company's HR brand positioning is built correctly when you learn that people talk about you as "that very company where...". That is, something like this: "that very company where employees can spend part of their working day working on their own projects" or "that very company where rollerblading is allowed in the office". It is important to find something unique, your own, something that no one else has. Even a seemingly insignificant but cool feature can work so well that you will have no end of candidates.