Stages of Work in HR Branding

The process of creating an HR brand involves several stages: research, developing the HR brand concept, conducting strategic sessions and testing the concept, as well as designing the communication strategy for the HR brand.

Stage 1: HR Brand Research

I. Desk Research

Desk research involves gathering available information from accessible sources. The main goal is to analyze the current positioning and relevant competitor experiences. This includes reviewing existing materials, analyzing competitor communication strategies, and identifying industry trends, particularly in fintech and telecom sectors.

II. Kick-off Workshop with the Team

A workshop is a 90–120-minute moderated discussion to align project expectations, understand the product/service and competitors, and analyze employee specifics, motivations, and challenges. It also explores the industry’s development prospects.

III. Ethnographic Observation

Ethnographic observation involves working directly in the "field"—such as in retail locations or offices. This helps gain a deeper understanding of the business and employee challenges.

IV. In-depth Interviews

These are 45–60-minute interviews with employees to uncover insights about their expectations, needs, vision of the company as an ideal employer, the competitive landscape, and motivations for effective work.

V. Quantitative Survey

The goal of the survey is to validate hypotheses about brand positioning formed during qualitative interviews or from expert experience. Based on survey results, segmentation is conducted using latent class analysis, grouping employees with similar characteristics.

Stage 2: HR Brand Development (Concept Creation)

Based on research findings, key directions for brand and project development are identified. Brand positioning represents the essence of the brand, addressing audience insights, project ideas, and distinguishing it from competitors. Positioning ensures the brand stands out, resonates with the target audience, and maintains its individuality. This serves as the foundation for the brand platform, a working document defining the brand's core values and meanings.

Stage 3: Creating the HR Brand Communication Strategy

This stage defines the overall approach to how, where, and in what way the brand communicates its values and benefits to current and potential employees. The communication strategy sets rules and principles for managing brand interactions effectively. This long-term framework becomes the foundation for short-term targeted campaigns.

About Electric Branding Agency

You can contact Electric Brand Consultants to discuss your project and learn more about HR branding services and pricing.