Personal branding

Question 1

Employer Brand Architecture Model

Answer 1

1. Employer brand positioning (differentiation)
2. E value proposition (what we offer to people in return for the skills)
3. E brand personality
4. Talent we seek to attract (qualities)
5. E brand management (experience through employment lifecycle)

PURPOSE - how we will contribute
VISION - the idea behind our brand to inspire you
VALUES - the foundation of our culture

Question 2

EVP

Answer 2

An EVP (emplyee value proposition) describes the mix of characteristics, benefits, and ways of working in an organization.

Question 3

Internal actions

Answer 3

Internal and external research (what do employees want and what do they appreciate internally), e. g.: organizational mission, vision, values, culture, benefits, learning, innovation.

Question 4

External actions

Answer 4

Situational analysis (what do competitors do?)
* Audience (target employee profile)
* Goals (recruitment, social media-related KPIs)
* Channels (media, social media, job boards)
* Content (organisation and employees à employee advocacy
programme)
* Tools (photos, guides)
* Consistency (action plan, calendar)
* Measurement

Question 5

Personal branding

Answer 5

Creating, positioning, and maintaining
a positive impression of oneself.

A personal brand is “your legacy, it’s the way others remember you through your actions, your expertise, and the emotional connections you make

Question 6

Why personal branding?

Answer 6

Showcasing your expertise;
* Increasing visibility;
* Building your network;
* Boosting self-confidence;
* Contributing to your organization’s success.

Question 7

7C‘s

Answer 7

1. Character
2. Credibility
3. Channels
4. Content (+Clarity)
5. Contacts
6. Consistency
7. Confirmation

Question 8

Types of content

Answer 8

Inspirational
Motivational
Emotional
Educational
Informational

Question 9

Employee advocacy

Answer 9

The promotion of an organization by its employees.

“Employee advocacy is a verbal (written and spoken) or nonverbal voluntary
manifestation of support, recommendation, or defense of an organization or its
products by an employee to either internal or external publics”.