The Employer brand representing the distinct corporate culture is that factor that differentiates you as an employer and shapes the perceptions of your employees.
Building on that concept, CATRO Bulgaria explores systematically the various dimensions of the Employer brand using in its service portfolio instruments that develop better brand inside and outside of the organisation:
Value proposition workshop – strengthening the corporate identity inside the organisation
The main idea of the “Value Proposition Workshop” is to support the management team in identifying and realising the common organisational goals and values, mission and vision, and answer the question WHY? Why do they believe in the future of the company, what is their shared vision about the long-term development, what is the contribution of each team member or each department?
The workshop is realised in several steps, based on the method "Future Creating Workshop", developed in the 1970s by the Austrian journalist Robert Jungk. The creator’s basic concept for the method is that everyone is an expert in his/her own problems. The method brings together people who want to find an innovative and common solution to a particular issue, taking into consideration local factors and the global environment. Using this method for this particular workshop will enable the organisation to achieve long-term results. Our approach in planning and organising the Value Proposition workshop consists of the following elements:
interactive exercises for participants to know each other better. The formation of a team from a group.
raising awareness and visualisation activities of the current situation, success factors, strategic goals and values of the company.
Phase "Creation of a desired future"
creating a vision for the company as an employer of choice at national and international level.
"Personal responsibility phase”
individual and teamwork for defining the individual contribution in order to achieve the desired future.
Employer branding diagnostic – strengthening the corporate identity outside the organisation
In the current dynamic workforce market, to be an employer of choice is a key indicator for success. CATRO Bulgaria experts believe that after the Value proposition workshop process has achieved its goal to establish the foundation of a distinctive corporate identity - a message from company has to be sent to the public. Here the employer branding service is coming into place as marketing tool especially, if you want to attract talents.
What the employer branding represents:
Who is it for?
How we do it?
Evaluation of brand positioning vs. competition through the diagnostic of the corporate websites; recruitment advertising and job postings; company and Career Pages on LinkedIn; official presence on other social platforms; interviews with former employees/ candidates declined job offers/ students.
Analysis and comparison of the vision for the business and employees through the diagnostic of the existing employee-related communication channels; recruitment costs, incl. costs for induction of new employees; results from exit interviews; employee engagement survey based on Neuroscience; job shadowing; secret candidate in the recruitment process
Alignment of the consumer brand/ employer brand/ employer reputation
Brand strategy development
Refinement and realisation of the brand strategy
S&S process guidelines
Recruitment advertising campaigns guidelines incl. trainings of the personnel, e.g. recruitment training for recruitment managers
Design of internal communication channel for the launch process
Production of communication materials, internally and externally
Final Food for Thought
Are you aware of your organisational values and culture?
Have you defined a clear and inspirational Employee Value Proposition (EVP) aligned with your corporate mission, vision and values?
How do you implement this EVP in the organisational processes – recruitment, career path development, reward and remuneration practices, etc.?
Is your Employer brand recognised and valued by your employees?
Is your Employer brand attractive to new recruits?