using guerrilla ethnography, we analyzed spectators at a basketball game. As a result, we came to the conclusion that basketball is not a purely male sport, but rather a family sport. The “fly on the wall” method is also applicable in ethnography. This is when you observe what is happening from above, recording the behavior, quotes, artifacts, gained from research location, actions of the respondents being studied, as well as the environment and context. In addition, you can analyze personal belongings, wardrobe items, and so on.
Why does an HR brand need research?
- Building communication with laos whatsapp data employees;
- Development of internal motivation programs;
- Development of EVP – the value proposition of the employer company;
- Employee Attraction – Look-a-Like;
- HR brand;
- Positioning and identifying key non-obvious advantages;
- Understanding what kind of team you have: what zones are closed/open/who to grow;
- Employee retention.
Research helps to structure the company’s needs into meaningful blocks. You write down your pains, barriers and motives, then structure them into meaningful clusters and create an “archetype compass”. This is one of the tools used in forming an HR brand.
HR branding tools
“Compass”
This tool helps you identify the digital advertising and marketing automation strengths and weaknesses of your employees. What is the point of the “compass”? It is divided into 8 parts: horizontally – this is the rational-emotional axis, vertically – active-passive. During the study, you identify a gained from research key archetype – a composite of different people with the same problems, and then lay it out in the “compass” segments. Then, conduct a survey among the staff to find out what percentage of your employees belong to each of the 8 segments. Ideally, you also add the percentage of marginality for each type of employee, that is, how much profit he brings to the company.
Next, once you have an idea of the employee archetypes, you determine which segments you need to grow and what type of employee you need cmb directory to attract. Then you begin cascading the offering that you will bring to market and communicate to the company’s future employees.
Brand Pyramid
This is another tool that is used to form an HR brand. In order to build a pyramid, you can turn to specialists. However, as a business owner, you need to determine the points of parity and differentiation, the essence of the brand and the topic of disclosure.
Parity points are what you are the same in the market as your competitors and what is not your unique feature. For example, all banks are reliable, that is, the parity point for your bank is reliability. This is a feature worth talking about, but you should not bet on it. Therefore, it is important to determine the points of differentiation – what distinguishes you from others. For example, Tinkoff Bank is the only bank without a branch.
When you are forming an HR brand
it is important to clearly identify what differentiation points you will talk about, ideally there should be three. It is through them that you reflect the gaine from research essence of the brand and attract applicants. And then move on to the topic of disclosure – determine through which elements you will talk about your brand. It is worth making the same layout for competitors to have an idea of those who are on the market with you.
Strategic canvas
It is compiled in the following way: the manager, HR manager and external recruiter define the parameters by which the company will be assessed on the chart. This includes employee qualifications, corporate culture, prestige, working conditions, innovation, career growth prospects and external HR branding. Each segment is assessed on a scale from 0 to 12. The strategic canvas can also be compiled for competitors to understand who you are in the market with. This tool will help you better understand how you can compete with other employers, how you differ from them and what you need to focus on when compiling an offer for applicants.
Zero Moment of Truth
Once you have done all the necessary research and created a strategic canvas, you can move on to defining the points of interaction – the Zero Moment of Truth. As a rule, this is done by answering four questions: where can you find information about you, where do people read about you, where do they talk about you, and where do they watch you. Once you have written this down, it will become clear on which information channels your offer should be published first.
CJM (online + offline)
Next, you create a CJM – Customer journey map (CJM), that is, you visualize the customer’s path, starting from the moment of search and ending with the decision. The main task is to determine the touchpoints in which you will put all your attributes as an employer. At this stage, you need to objectify everything you want to tell about the brand online and offline.
Paid, Earned, Owned
At the end of all the work, you create brand communication with the audience by month based on the Paid, Earned, Owned blocks, where Paid is paid placement channels (contextual advertising, targeting, placement with bloggers), Earned is internal channels (social networks, webinars, podcasts), Owned is external channels (media, conferences, events at universities).
Instead of a conclusion
Based on what we have discussed above, we will formulate an algorithm of actions that must be followed for the successful promotion of an HR brand:
- Conduct research (contextual + ethnography).
- Identify the key archetypes you will be working with.
- Form/clarify the need, create a value proposition.
- Clarify the brand pyramid (HR). Reflect on competitors and determine who your competitors are.
- Select POP | POD, check them for adequacy.
- Lay out the strategic canvas.
- Create a ZMOT from the applicant’s side.
- Compile a CJM (including ethnography and fly-on-the-wall).
- Prescribe the implementation of brand attributes at touchpoints in such a way as to create a unified image of you as an employer.
- Distribute into ROE (Paid, Owned, Earned).