IN THIS CHAPTER
Maximizing employee advocacy and referral
Making your creative spend go further
Shifting your emphasis from paid media to owned and earned media
Finding smarter ways to generate marketing content
Two common arguments against employer branding are: (1) It costs too much, and (2) It’s hard to identify and measure the return on investment. Creating recruitment campaigns, developing or buying content, and drawing time and focus from other business activities all demand valuable resources. In Chapter 2, we make the business case for employer branding, which should convince you and your company’s leadership team that investing in your employer brand delivers value in terms of better quality hires and enhanced performance, but it can also help your company to reduce the costs. In this chapter, we present ten ways to reduce the costs and maximize the impact of your investment in attracting, hiring, engaging, and retaining employees.
Companies have the option of buying or building ...