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Every marketer craves a strong brand and an army of raving customer advocates. Today’s top HR organizations are borrowing heavily from their marketing colleagues’ toolkits as they build strong employer brands and talent communities.

The story is no different in India, where talent brand is the new wave of attracting and acquiring desired quality. 77 percent of India recruiters agree that employer brand is a top priority for their organization and 90 percent of Indian companies are either increasing or maintaining their investment in this area.

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.

Think you’re ready to start promoting your employer brand? WAIT!

Hold off on that website re-design for now. Don’t go on a social media blitz just yet. Before you even test your messaging, you need to have the right goals in place.

How to “warm up” talent as part of your proactive sourcing approach

To engage the best candidates, you need to make them aware of your existence.  “Out of sight, out of mind” applies to talent acquisition as much as it does to traditional marketing.

Companies need to understand all the potential places they can interact with their target audience – the touch points. New analysis among millions of email messages sent on LinkedIn (InMails) shows that companies which successfully engage their target audiences at all touch points on LinkedIn see a doubling in response rates..