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CJM (online + offline)
Next, you create a CJM – Customer journey map (CJM), that is, you visualize the customer’s path, starting from the moment of search and ending with the decision. The main task is to determine the touchpoints in which you will put all your attributes as an employer. At this stage, you need to objectify everything you want to tell about the brand online and offline.
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Paid, Earned, Owned
At the end of all the work, you create brand communication uk telegram data with the audience by month based on the Paid, Earned, Owned blocks, where Paid is paid placement channels (contextual advertising, targeting, placement with bloggers), Earned is internal channels (social networks, webinars, podcasts), Owned is external channels (media, conferences, events at universities).
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Instead of a conclusion
Based on what we have discussed above, we will formulate an algorithm of actions that must be followed for the successful promotion of an HR brand:
Identify the key archetypes you will be working with.
Form/clarify the need, create a value proposition.
Clarify the brand pyramid (HR). Reflect on competitors and determine who your competitors are.
Select POP | POD, check them for adequacy.
Lay out the strategic canvas.
Create a ZMOT from the applicant's side.
Compile a CJM (including ethnography and fly-on-the-wall).
Prescribe the implementation of brand attributes at touchpoints in such a way as to create a unified image of you as an employer.
Distribute into ROE (Paid, Owned, Earned).