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Employer Branding

- Anthea

At the center of the employer branding strategy is the awareness that the company should define and implement their marketing strategies and branding for the recruitment and retention of the workforce with the same commitment with which he does for the customer.
At the same time be aware that how you can lose a customer for a promise not kept, so you can lose the trust of your employee or potential employee , disappointing expectations or promises because of ineffective activities employer branding.
In a now highly competitive recruitment environment, building a strong image can then determine the success or failure of a business.
Anthea Consulting, thanks to the experience of its consultants has built an employer branding framework to support  the development of the strategy. It allows companies to understand the various critical stages of its implementation.

The focus areas, the development models and tools with which Anthea Consulting provides its consulting activities are:

- Employer Branding Global Framework (EBGF). The model that helps to guide and monitor the development of an employer branding strategy.
- Employer Branding Observatory (EBO). This is the main tool by which the labor market, the employer brands positioning and employer reputation in the social web are monitored.
- Employer Brand Positioning Survey (EBPS). One of the most important analytical tools used to monitor the evolution of Job Seekers Market .
- Virtual Employer Branding (VEB). The set of virtual services with which companies can promote and communicate their employer brand on web
- Your Employer Guide (YEG). The most powerful communication tool of the employer brand. A innovative guide to company profiles perfectly in line with the new communication trends proposed by Web 2.0

Employer Brand Global Framework (EBGF)

It is a process composed by a strategic phase (Employer Brand Strategic Action) and another more operational (Employer Brand Operational Action), two very important moments and strongly interlinked.

The Employer Brand Global Framework © (EBGF) is also expressed by the assembly of graphs showing the transition from Employer Identity to Employer Image, as the main result achieved through the implementation of the employer branding strategy which means identification of the Employer Value Proposition (EVP) and development of Employer Brand Promise (EBP).

But it also show the importance of tangible and intangible factors and its effect on the so called Employer Brand Experience . It is also able to indicate what the final result of the strategy, the relationship between employer brand and the growth of business value.

The EBGF model also shows the different stages of development of the employer branding strategy. From the more strategic  (Prospective, Monitoring, Assessment) to the more operational one (Development).

Employer Brand Strategic Action

It 's the strategic phase of the employer branding process
It consists in carrying out some important preliminary qualitative and quantitative analysis (Assessment) addressed both externally, such as EBPS, and both inside the company .

It also indicates the activity of construction and development (Prospect ) and of monitoring of the employer brand. The last one provide an assessment of the effectiveness of the employer branding strategy after its development.

Employer Brand Operative Action

It refers to the communication activities of the employer brand.
At this stage it is important to have a good knowledge of the labor market (segmentation) and its socio-demographic characteristics .

This will help companies to identify the right target segment and to choice the best communication channels to use.