Employer Branding Test

Employer Branding Maturity Assessment

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1. EMPLOYER: UNDERSTAND THE BUSINESS NEEDS

To what extent are your employer branding efforts aligned with business needs and objectives?

Please answer both questions before moving on
Answer for your employer

1. Other than at a very basic level there is little alignment between the two

2. There is some alignment thanks to a general knowledge of the overall direction of the firm

3. Our employer branding efforts build upon the goals in the business plan, but in a tactical fashion, addressing issues as they develop

4. A strategic plan is in place to ensure the we maintain the attractiveness levels necessary to fulfill business objectives

5. The talent aspect drives our business strategy - hence employer branding and business needs are naturally aligned

1. YOURSELF: UNDERSTAND THE BUSINESS NEEDS

To what extent are your individual employer branding skills sufficient to align your employer branding efforts with business needs and objectives?

Answer for yourself

1. I do not yet have those skills

2. I have a basic understanding of how to do this

3. I have a decent understanding of how to do this

4. I have a good understanding of how to this

5. I have an advanced understanding of how to do this

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2. EMPLOYER: DEFINE THE MAIN TARGET GROUPS

To what extent have you defined your main target groups?

Please answer both questions before moving on
Answer for your employer

1. We do not actively consider the needs of different target groups

2. The definition of target groups happens according to gut-feel and anecdotal evidence

3. We have an in-depth understanding of our target groups based on external research

4. We have defined both primary and secondary target groups for both current and future employees; we have external and internal research to characterize our target groups.

5. In addition to (4) we have developed in-depth profiles of our target groups, including rational and emotional needs, drivers and barriers as well as fictive talent personas to exemplify the target groups

2. YOURSELF: DEFINE THE MAIN TARGET GROUPS

To what extent do you have the individual skills to define your main target groups?

Answer for yourself

1. I do not yet have those skills

2. I have a basic understanding of how to do this

3. I have a decent understanding of how to do this

4. I have a good understanding of how to this

5. I have an advanced understanding of how to do this

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3. EMPLOYER: UNDERSTAND THE TARGET GROUPS

To what extent do you have a grasp of the preferences of your target groups as well as their perception of you as an employer?

Please answer both questions before moving on
Answer for your employer

1. We have very limited understanding of either their preferences or their perception of us

2. We do not use external research but rather rely on input from the recruitment process and other touch points

3. We receive yearly indications of both their preferences and their perception of us from external research

4. In addition to (3) we also use channels like regular focus groups and our social media presence to develop a better understanding

5. In addition to (4), we use predictive analytics

3. YOURSELF: UNDERSTAND THE TARGET GROUPS

To what extent do you have the individual knowledge of the preferences of your target groups as well as their perception of you as an employer?

Answer for yourself

1. I do not yet have this knowledge

2. I have a basic knowledge about this

3. I have a decent understanding of this

4. I have a good understanding of this

5. I have an advanced understanding of this

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4. EMPLOYER: OPTIMIZE THE EMPLOYER VALUE PROPOSITION

To what extent have you developed an Employer Value Proposition (EVP)?

Please answer both questions before moving on
Answer for your employer

1. We have made no attempt at developing an EVP

2. We have guidelines for how we want to be perceived as an employer but these are not based on external research

3. Our guidelines address both messaging and employer brand identity and are based - at least in part - on external research

4. Our guidelines - as in (3) - build upon the insights from a full EVP, created using internal interviews with top management, and internal and external research.

5. In addition to (4), we have localized our EVP in terms of geographies and target groups.

4. YOURSELF: OPTIMIZE THE EMPLOYER VALUE PROPOSITION

To what extent do you have the individual knowledge of how to develop an Employer Value Proposition (EVP)?

Answer for yourself

1. I do not yet have this knowledge

2. I have a basic knowledge about this

3. I have a decent understanding of this

4. I have a good understanding of this

5. I have an advanced understanding of this

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5. EMPLOYER: DEFINE AN OPTIMAL COMMUNICATION MIX

To what extent have you selected the communication channels that are most effective in helping you reach your objectives?

Please answer both questions before moving on
Answer for your employer

1. We use the same channels that have always worked for us

2. We evaluate anecdotally on a yearly basis which channels seem to be effective

3. We rely on hard numbers to understand the value brought by each channel

4. In addition to (3) we connect our understanding of the channel characteristics to our brand objectives

5. In addition to (4) we allocate a certain share of our communication budget to cutting edge experimental channels such as emerging social media tools

5. YOURSELF: DEFINE AN OPTIMAL COMMUNICATION MIX

To what extent do you have the individual skills to select the communication channels that are most effective in helping you reach your objectives?

Answer for yourself

1. I do not yet have those skills

2. I have a basic understanding of how to do this

3. I have a decent understanding of how to do this

4. I have a good understanding of how to this

5. I have an advanced understanding of how to do this

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6. EMPLOYER: SELECT KPIS AND SET OBJECTIVES

To what extent have you set objectives for your employer branding efforts?

Please answer both questions before moving on
Answer for your employer

1. We have no KPIs in place

2. We monitor external rankings of employer attractiveness but have no formal objectives in place

3. We have formal objectives in place such as an increase in external attractiveness rankings and internal engagement.

4. We have detailed objectives, broken down into clear milestones, monitored by clear KPIs for both our external employer brand and our internal employer brand.

5. In addition to (4) all our objectives and KPIs are gathered on a dashboard feature

6. YOURSELF: SELECT KPIS AND SET OBJECTIVES

To what extent do you have the individual skills to set objectives for your employer branding efforts?

Answer for yourself

1. I do not yet have those skills

2. I have a basic understanding of how to do this

3. I have a decent understanding of how to do this

4. I have a good understanding of how to this

5. I have an advanced understanding of how to do this

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7. EMPLOYER: DEVELOP COMMUNICATION IDEAS

To what extent have you developed communication ideas that are competitive?

Please answer both questions before moving on
Answer for your employer

1. Our communication themes have not been updated for a long time and they are not effective at the moment

2. We feel that we have ideas in place that are good but have made no attempt to benchmark to those of the competition

3. Our communication ideas were developed based on what the competitors were communicating at the time

4. We are regularly updating and benchmarking our communication to that of the competition

5. In addition to (4) we make a point of finding best practice ideas from consumer marketing to incorporate in our employer branding communication

7. YOURSELF: DEVELOP COMMUNICATION IDEAS

To what extent do you have the individual skills to developed communication ideas that are competitive?

Answer for yourself

1. I do not yet have those skills

2. I have a basic understanding of how to do this

3. I have a decent understanding of how to do this

4. I have a good understanding of how to this

5. I have an advanced understanding of how to do this

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8. EMPLOYER: CREATE AN ANNUAL PLAN

To what extent have you developed an annual plan for your employer branding efforts, which includes strategy and communication activities?

Please answer both questions before moving on
Answer for your employer

1. We do not have an annual plan in place

2. Other than a set of activities that recur on a regular basis (e.g. career fairs) we have no plan in place

3. We take time once a year to plan for all communication activities

4. We have devised a plan for all our communication activities based on the existing talent strategy

5. Our annual plan is differentiated according to a scenario analysis of our future talent needs

8. YOURSELF: CREATE AN ANNUAL PLAN

To what extent do you have the individual skills to develop an annual plan for your employer branding efforts, which includes strategy and communication activities?

Answer for yourself

1. I do not yet have those skills

2. I have a basic understanding of how to do this

3. I have a decent understanding of how to do this

4. I have a good understanding of how to this

5. I have an advanced understanding of how to do this

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9. EMPLOYER: EXECUTE AND FOLLOW-UP

To what extent do you have a way to continuously track progress against objectives?

Please answer both questions before moving on
Answer for your employer

1. We do not track progress as such

2. Most of our objectives are non-numerical which means that they are difficult to track

3. We track progress but use only a few KPIs and only on a yearly basis

4. We follow up on our KPIs on a regular basis, at least semi-annually

5. We have a monthly tracker in place that allows us to continuously monitor our KPIs with pre-set triggers that indicate a need for change

9. YOURSELF: EXECUTE AND FOLLOW-UP

To what extent do you have the individual skills to continuously track progress against objectives?

Answer for yourself

1. I do not yet have those skills

2. I have a basic understanding of how to do this

3. I have a decent understanding of how to do this

4. I have a good understanding of how to this

5. I have an advanced understanding of how to do this

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Employer Branding Maturity Assessment

Welcome!

1. EMPLOYER: UNDERSTAND THE BUSINESS NEEDS

Answer for your employer

1. YOURSELF: UNDERSTAND THE BUSINESS NEEDS

Answer for yourself

2. EMPLOYER: DEFINE THE MAIN TARGET GROUPS

Answer for your employer

2. YOURSELF: DEFINE THE MAIN TARGET GROUPS

Answer for yourself

3. EMPLOYER: UNDERSTAND THE TARGET GROUPS

Answer for your employer

3. YOURSELF: UNDERSTAND THE TARGET GROUPS

Answer for yourself

4. EMPLOYER: OPTIMIZE THE EMPLOYER VALUE PROPOSITION

Answer for your employer

4. YOURSELF: OPTIMIZE THE EMPLOYER VALUE PROPOSITION

Answer for yourself

5. EMPLOYER: DEFINE AN OPTIMAL COMMUNICATION MIX

Answer for your employer

5. YOURSELF: DEFINE AN OPTIMAL COMMUNICATION MIX

Answer for yourself

6. EMPLOYER: SELECT KPIS AND SET OBJECTIVES

Answer for your employer

6. YOURSELF: SELECT KPIS AND SET OBJECTIVES

Answer for yourself

7. EMPLOYER: DEVELOP COMMUNICATION IDEAS

Answer for your employer

7. YOURSELF: DEVELOP COMMUNICATION IDEAS

Answer for yourself

8. EMPLOYER: CREATE AN ANNUAL PLAN

Answer for your employer

8. YOURSELF: CREATE AN ANNUAL PLAN

Answer for yourself

9. EMPLOYER: EXECUTE AND FOLLOW-UP

Answer for your employer

9. YOURSELF: EXECUTE AND FOLLOW-UP

Answer for yourself

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