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Employer Branding: The Importance of a Strong Communication Plan

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Once the employee value proposition is researched, developed, defined, and “package up”, there is a need to structure all communications efforts in order to ensure that it, (the EVP), is conveyed to appropriate target audiences in compelling ways using specifically targeted messaging and supporting selling points.

This can be done through a communications strategy effort with a tactical plan developed from inside the organization, with deep inputs for insiders as well as an “environment scan”, as it were, of the external world–including opinions from existing and potential hires, news reports and social media commentary in order to understand the external communications environment in which the company operates. Partnering with our corporate communications colleagues and publish relations specialists will no doubt make this effort easier.

The development of the communication plan should come from a set of exhaustive interviews in order to gain as complete an understanding as possible of hiring needs, preferred target markets and relevant educational establishments and professional associations that may be targeted for new hires. This will also establish the base information required to compile your employer brand messaging strategy. Finally, as part of your communication plan you want to address perception gaps which are uncovered in the “environmental scan” and ways to better highlight the company and its advantages as an employer of choice in the marketplace.

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Former Monsanto Director of Employment Branding & Recruitment Marketing and Lead, University Recruiting (& volunteer Diversity Train-the-Trainer) in Corporate Human Resources

A former Chicagoan and ex-resident of Hertfordshire county England, Johnny is an award-winning Global Recruiting & Employer Branding executive with 15+ years in building/leading global & regional talent acquisition and employer branding functions at several Fortune 500 companies. He was an Employer Branding Director at Randstad Sourceright and has been Director, Employment Branding & University Relations at Monsanto in St. Louis for 5 & ½ years. Prior, he was at Lockheed in Maryland, as head office Corporate Staffing Supervisor & Senior Recruiter. Mr. Nesbitt attended Michigan Graduate Business School and graduated with an MBA (Finance) from Rutgers Graduate Business School in 1988; he also holds a BA in Anthropology from Amherst w/Dean’s list honors & a Professional Banking Diploma from American Institute of Banking-NYC Chapter, 1982; he an authored articles for RecruitmentBuzz on Employer Branding & Talent Acquisition. He is an appointed judge for the Employer Brand Management Awards MENA and the Web Marketing Association; now divorced Johnny, enjoys reading & writing, spending time with his British girlfriend travelling & playing with his beloved (“sidekick”) – a Shih Tzu pup named “Bugsy”.

 

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