1. Research: In order to know where an employer is positioned within employment market and to find out the suitable ‘action plan’ is essential. The four key aspects, both internally and externally, are:

• Recognize the way target group sees the employer
• Find out what the target group wishes and wants from the employer
• find out where the employer is placed in comparison to its competitors
• Guarantee that the research is restructured on a regular basis

2. Employer Value Proposition: The business or organisation wants an exclusive employer offer. The ‘employer value proposition’ offers existing as well as potential employees a basis to work for an employer and reveals the business’s competitive advantage. Employers that deal with their ‘employer value proposition’ well gain from a raise in their aptitude pool and employee commitment, in addition to a possible cut in salary expenditure. Usually, less attractive employers have to give an income premium to acquire top talent while attractive employers do not. Through evaluating the aspects controlling the employer trademark, and by defining a strong as well as factual ‘employer value proposition’, the employer will be capable of providing sound and steady communications throughout the communication period and create an attractive, and exclusive, employer brand.

3. Communication Approach: The progress of a communication approach is constantly based on research findings and a clear ‘employer value proposition’. It is a helpful tool used to highlight the most attractive aspects and be steady in the employer communications. Once the employers identify who they would like to approach and what to correspond, the employer then has to select the most competent and helpful methods for approaching them.

4. Communication Solutions: The plan on this step is to put across the employer value proposition by means of the correct language and descriptions so it becomes reliable with the corporate distinctiveness as well as branding endeavours. The communication stuff must have the same appearance and feel regardless of communication approach. In view of the fact that businesses utilize a lot of different methods, it is critical that the target groups know the organisation and connect the employer offer, regardless of whether they are being approached through the business website, reading a commercial in the newspaper or participating in an event. Employers have to struggle to create stability all over their communication material.

5. Action: Applying all the steps as well as observing closely what works and have to be altered along the way is the last phase. It is of great significance here that the organisation sets objectives on what they would like to attain with the designed activities in an understandable and measurable method.