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Employment Branding IX
(September 7, 2004) This concludes the definitions of 'The Elements Of An Employment Brand Checklist' (see figure 1):
Communications Systems
The inside of the employment branding system must be "friendly." That is, it must have the functionality of outlook, a data-mining tool, and a tickler system. It must facilitate the correspondence between members of the group and the employer.
Measurement is the essence of improvement. The metrics used to assess performance of the employment branding system will evolve with the experimentation that drives the rest of the system. Foremost, it must be evaluated to see if it, in fact, does improve managerial control over the labor supply. Within that top-level picture, a range of variables can be estimated, including:
- Response Rates
- Repeat Traffic
- Supply Effectiveness
- Hiring Quality
- Formal Assessment
Once the infrastructure is in place, real media planning can begin. In an ideal system, each media outlet is "vetted" (or tested) initially to determine whether cost-effective results can be generated from the advertisements. Measures, such as responses-per-dollar, visitors-per-ad, and so on, give a rough comparison of the alternative media outlets in which you can invest. A comprehensive plan will begin with a smattering of deliveries in each of the following areas:
- Web
- Internal
- Broadcast
We have defined, at a top level, the elements of a fully functional employment branding system. Implementation does not require a perfect system in place at the start. We view this description as a baseline that can be achieved over time. Refinements and improvements are a part of the process. Employment Branding I
Employment Branding II
Employment Branding III
Employment Branding IV
Employment Branding V
Employment Branding VI
Employment Branding VII
Employment Branding VII
- John Sumser © TwoColorHat. All Rights Reserved.
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Materials written by John Sumser © TwoColorHat. All Rights Reserved.
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