Brochure COMM 24 N - Fedweb

Inhoudsopgave
Inleiding ..............................................................................5
1. Basisbegrippen ................................................................7
1.1. Definities ..........................................................................7
1.1.1. Employer branding....................................................7
1.1.2. Identiteit, bekendheid, aantrekkingskracht, imago ........8
1.2. Uitdagingen voor de werkgevers ...........................................12
1.2.1. Sociaal-demografische elementen...............................12
1.2.2. War for talent..........................................................13
1.2.3. Perfect fit................................................................13
1.2.4. Interne en externe perceptie.......................................14
1.3. Actoren van employer branding ............................................14
1.4. Employer branding, een continu proces .................................15
2. Employer branding ........................................................ .17
2.1. Diagnose ...........................................................................17
2.1.1. Benchmarking .........................................................17
2.1.1.1. Pers en media ............................................18
2.1.1.2. Onderzoeken ..............................................19
2.1.2. Personeelsplannen ....................................................22
2.1.3. Bedrijfsidentiteit .......................................................23
2.2. Strategie ...........................................................................24
2.2.1. Doel........................................................................24
2.2.2. Doelgroep ................................................................25
2.2.3. Boodschap...............................................................26
2.2.4. Middelen .................................................................26
2.3. Actie .................................................................................27
2.3.1. Mediakanalen ..........................................................27
2.3.1.1. Owned, earned & bought media...................27
2.3.1.2. Het mediaplan opstellen ..............................28
2.3.2. Interne communicatie ...............................................28
2.3.2.1. Mond-tot-mondreclame................................28
2.3.2.2. De bedrijfsfilm ............................................29
2.3.3. Externe communicatie...............................................29
2.3.3.1. Owned media: website, sociale netwerken,
brochures, bedrijfsdag, stageaanbod .............29
2.3.3.2. Earned media: Selor-platform, federale
kanalen, pers, publireportages, colloquia .......35
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