Employer brand - different types of campaigns
According to the author of the book “Employer branding. Employer brand in practice ”by Julita Dąbrowska, two perspectives should be distinguished in the case of types of employer branding campaigns. The first one: who is the recipient of our activities, and the second: the answer to the question what is the main message.
In the case of campaigns addressed to various recipients, they can be divided into internal and external, while in the second perspective, there are 4 types of campaigns: image, educational, recruitment and CSR.
Below we present the characteristics of each type of campaign with its short characteristics.
Employer brand - types of employer branding campaigns:
Many departments and employees of the company are most often involved in the creation of image campaigns. Why? Because this type of campaign is a kind of complement to the strategy of promotional, sales and marketing activities. In this type of campaign, the recipients can be many - from consumers and employees, through the media, to the competition.
The aim of the image campaign is to build the employer's brand awareness and to talk about the unique attributes that distinguish the company, and all this is taken into account as part of long-term activities. While building image-building activities, each brand should answer a few important questions: is the employer's brand known? If so, how much? What associations does it evoke? Answers to these questions will allow you to adjust communication to the company's target group - job candidates, desired business partners and consumers themselves.
This type of campaign is focused mainly on employees and their education in the field of rules applicable at work, their rights and forms of management. In this case, changes are made to the attitudes and habits of employees in order to achieve those desired by the employer. What activities can be carried out as part of such a campaign? These can be training sessions during which an employment law specialist will tell employees about their rights. Also, workshops and trainings for managerial staff and team leaders to raise their qualifications are such activities.
The main goal of such campaigns is to compete with other companies for the best candidates. Recruitment campaigns should not be abandoned. How we present our company will decide who we will work with. The forms of activities in recruitment campaigns may vary. From an advertisement that will provide the most important information about the company and encourage applications, offering some added value, unique for candidates, to participation in job fairs or open days of universities, where the employer can directly encourage participants of such a meeting to apply.
These are all activities of the company as part of a long-term corporate social responsibility strategy. What does this mean in practice? The aim of the CSR campaign is to promote the idea of a socially responsible company, i.e. emphasizing respect for human and consumer rights or caring for the natural environment. The company's CSR policy is taken into account not only by its potential or current employees, but also by consumers, for whom it is important whether the company respects international workers' rights or whether the products it produces or produces do not adversely affect the natural environment.
Each type of campaign is different from each other, so you should carefully consider how you want to build your employer brand. At the very beginning of any employer branding activities, each type of campaign should be properly planned and carried out diligently. All the company's activities must be consistent with the developed strategy, because any attempt to break out of the employer's public promises will be noticed by the recipients, and then it is often difficult to rebuild the employer's brand that is meticulously built.