6 Steps to Setting Your Talent Brand Goals

April 24, 2013

Yesterday we shared seven sample goals you can set to drive your employer brand to new heights. But how can you know where you want to go if you don’t know where you are? Your employer brand research – if done correctly - will set you up to:

1)   Define problem areas quantitatively. This sets a baseline against which you can measure progress.

E.g. Your number of engineering applicants is 50% lower than other functions of comparable size.

2)   Understand the source of your problems. Understanding the root cause helps you craft an informed approach for overcoming them.

E.g. Survey data reveals engineers have little familiarity with your company. Targeting ads toward engineers within key geographies on LinkedIn is one tactic that could raise awareness among this specific talent pool. 

From there, you can:

3)   Prioritize your problems in the context of your company’s specific needs. This will help you focus your efforts.

4)   Re-frame problems as measurable goals that you can reasonably achieve.

E.g. Increase engineer applicants by 2x in nine months.

For each goal, remember to:

5)   Set a deadline. Whether it’s “in six months” or “by the end of Q3,” every goal needs a specific time frame.

6)   Be realistic. Don’t make your goals too big: break large goals into smaller ones. And don’t make your goals too small: aim for wins, but not so often that they become meaningless.

In the era of Big Data, it’s easy to drown in information as you try to build your talent brand. But strategic goal setting can keep you above water. It forces you to be clear about what you are doing - and why you are doing it.

How to actually achieve your goals is another topic altogether. But remember what Abe Lincoln said: with goals properly set, you’re at least halfway there.

For more tips on building a highly social talent brand, download our free Employer Brand Playbook.