Lesson Outcome
You will have learnt the necessary practical steps to work within your own firm and your people to get a strong and accurate perspective of the state of your current employer brand.
Compiling your employer brand
So far in the course you have conducted a great deal of research and reflection. This will provide the background, insight and prompts for you to define or refine your employer brand and then move on to put in place actions to deliver the changes your firm needs.
Your Workbook will be the Key Resource for you to work through this section.
So far, each exercise which has directly applied to your firm will have been captured and summarised in your workbook.
You will have:
Gathering a broad range of information views and inputs will ensure that the decisions you make will be more evidence based. Without this level of evidence Employer Brand discussions will be opinion based and likely based on the most recent events or experiences of those involved.
What the best firms do
Making it a team effort
During the process so far you will have engaged with a wide variety of stakeholders including colleagues. You are now at stage where having the right people engaged and involved is critical to your future success.
The best firms will engage key people across their business to help shape their future employer brand and tap into expertise outside of their company when they need it.
Pulling Out the Key Themes
Pulling out the key messages from the information gathered so far is the first of a three-part process which will define, create and embed your new employer brand.
The most efficient and effective way to do this is to gather key stakeholders together for a half day or day long workshop to work through the stages which are:
If we assume you are running a workshop there are four key ways of compiling the options, each come with pros and cons:
Option | Pros | Cons |
|---|---|---|
Collate the information into a report or presentation and share before the workshop | Makes it easier for key themes to be pulled from the report and users to understand the context | Your own views and perceptions may limit the inputs from the group |
Collate the information into a report or presentation and share at the workshop | Makes it easier for key themes to be pulled from the report and users to understand the context | Your own views and perceptions may limit the inputs from the group |
Share uncollated information before the workshop | Can allow everyone to feel real buy in and input to the process | Can be overwhelming and hard to digest |
Share uncollated Information at the workshop | Can allow everyone to feel real buy in and input to the process | Can be time consuming and be difficult to manage |
Whichever method you choose as most appropriate there are 5 key questions you should be looking to answer:
What the best firms do
Neutrality Matters
The best firms will have a neutral facilitator to run these types of sessions. Having a neutral facilitator gives a number of benefits including:
During this lesson
This lesson was about getting under the skin of the employer branding of your own firm. It will inform how you work and present yourself in the future.
next steps...
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