{"id":3532,"date":"2023-06-13T11:00:22","date_gmt":"2023-06-13T09:00:22","guid":{"rendered":"https:\/\/www.antenno.com\/?p=3532"},"modified":"2023-06-13T11:25:38","modified_gmt":"2023-06-13T09:25:38","slug":"business-case-employer-branding-management-buy-in","status":"publish","type":"post","link":"https:\/\/www.antenno.com\/en\/business-case-employer-branding-management-buy-in\/","title":{"rendered":"Met Employer Branding kan jij w\u00e9l winnen. En zo verwatert het niet"},"content":{"rendered":"<style>.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{column-gap:80px;row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id_e300c4-04 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id_e300c4-04 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id_e300c4-04 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column_7d131f-ff > .kt-inside-inner-col,.kadence-column_7d131f-ff > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_7d131f-ff > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;}.kadence-column_7d131f-ff > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_7d131f-ff > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_7d131f-ff{position:relative;}@media all and (max-width: 1024px){.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.kadence-column_7d131f-ff, .kt-inside-inner-col > .kadence-column_7d131f-ff:not(.specificity){margin-right:0%;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column_7d131f-ff inner-column-1\"><div class=\"kt-inside-inner-col\"><style>.wp-block-kadence-advancedheading.kt-adv-heading_645aba-23, .wp-block-kadence-advancedheading.kt-adv-heading_645aba-23[data-kb-block=\"kb-adv-heading_645aba-23\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_645aba-23 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_645aba-23[data-kb-block=\"kb-adv-heading_645aba-23\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_645aba-23 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_645aba-23[data-kb-block=\"kb-adv-heading_645aba-23\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading_645aba-23 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_645aba-23\">Wat is employer branding waard zonder business case?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">War for talent. Diversiteit gewenst, maar kandidaten komen niet tot bij ons. Nog meer recruiters aan boord. Dus headhunting als oplossing n\u00f9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>De vragen van business partners en hiring managers blijven komen. Help! We hebben mensen tekort! Toch maar inzetten op loon om de strijd te winnen? Want wie is niet te koop?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In zo\u2019n context \u2013 en die zie ik regelmatig \u2013 is employer branding een noodkreet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strijdende samenwerking<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Enter agency. En een eerder onprettige, transactionele samenwerking tussen agency en klant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aan de ene kant: beginnen met een budget van 3.500 euro om een campagne op te zetten en een vacature te herschrijven. Krijgen we wel los. Als we binnen zijn, gaan we groter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aan de andere kant: <strong>beter een paar extra creatieve idee\u00ebn vragen dan kunnen we even verder.<\/strong> Het budget moet zoveel mogelijk naar media, alleen die euro\u2019s leiden tot instroom, we kijken met ons vergrootglas naar prestaties om toch een houvast te hebben. We hebben geen digitale campagneskills in huis dus bij elke hapering of vraag: hallo, agency?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In zo\u2019n context hebben agency en klant verschillende belangen en zijn ze in een soort strijdende samenwerking verwikkeld. <\/strong>Terwijl ze eigenlijk achter een gedeeld doel zouden moeten staan: samen waarde cre\u00ebren. (Zie ook wat ik schreef over <a href=\"https:\/\/www.antenno.com\/belangen-verdelen-waarde-verbindt\/\">\u2018Belangen verdelen, waarden verbinden\u2019.<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beter op voorhand de overweging maken: wil je echt zo\u2019n samenwerking aangaan?<\/p>\n\n\n<style>.kb-image_5fafae-f6 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-kadence-image kb-image_5fafae-f6 size-full\"><img decoding=\"async\" width=\"640\" height=\"311\" src=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/05\/regenpijp-aansluiting-zoeken_Parma-3.jpeg\" alt=\"employer branding business case doelstellingen aligneren\" class=\"kb-img wp-image-3441\" srcset=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/05\/regenpijp-aansluiting-zoeken_Parma-3.jpeg 640w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/05\/regenpijp-aansluiting-zoeken_Parma-3-300x146.jpeg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-right has-small-font-size wp-block-paragraph\"><em>Aligneren met de doelstellingen van management is altijd een goed idee (Parma, Itali\u00eb)<\/em><\/p>\n\n\n<style>.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id_8cbb4e-24 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id_8cbb4e-24 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id_8cbb4e-24 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column_6746e8-f9 > .kt-inside-inner-col,.kadence-column_6746e8-f9 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_6746e8-f9 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_6746e8-f9 > .kt-inside-inner-col{flex-direction:column;}.kadence-column_6746e8-f9 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_6746e8-f9 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_6746e8-f9{position:relative;}@media all and (max-width: 1024px){.kadence-column_6746e8-f9 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_6746e8-f9 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column_6746e8-f9 inner-column-1\"><div class=\"kt-inside-inner-col\"><style>.wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8, .wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8[data-kb-block=\"kb-adv-heading_fd338d-c8\"]{text-align:center;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8[data-kb-block=\"kb-adv-heading_fd338d-c8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_fd338d-c8[data-kb-block=\"kb-adv-heading_fd338d-c8\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h2 class=\"kt-adv-heading_fd338d-c8 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_fd338d-c8\">U en employer branding voor altijd aan de management tafel<\/h2>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_1ee8dc-43, .wp-block-kadence-advancedheading.kt-adv-heading_1ee8dc-43[data-kb-block=\"kb-adv-heading_1ee8dc-43\"]{text-align:center;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_1ee8dc-43 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_1ee8dc-43[data-kb-block=\"kb-adv-heading_1ee8dc-43\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_1ee8dc-43 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_1ee8dc-43[data-kb-block=\"kb-adv-heading_1ee8dc-43\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<p class=\"kt-adv-heading_1ee8dc-43 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_1ee8dc-43\">Download onze korte whitepaper met een 8-stappenplan<\/p>\n\n\n<style>.wp-block-kadence-advancedbtn.kb-btns_bb87ee-41{gap:var(--global-kb-gap-xs, 0.5rem );justify-content:center;align-items:center;}.kt-btns_bb87ee-41 .kt-button{font-weight:normal;font-style:normal;}<\/style>\n<div class=\"wp-block-kadence-advancedbtn kb-buttons-wrap kb-btns_bb87ee-41 text-xl\"><style>ul.menu .wp-block-kadence-advancedbtn .kb-btn_5906f7-08.kb-button{width:initial;}.wp-block-kadence-advancedbtn .kb-btn_5906f7-08.kb-button{color:#fff8ef;background:#53cd92;font-size:13px;font-family:Sora;font-weight:400;border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-right-radius:30px;border-bottom-left-radius:30px;border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;padding-top:8px;padding-right:20px;padding-bottom:8px;padding-left:20px;}.wp-block-kadence-advancedbtn .kb-btn_5906f7-08.kb-button:hover, .wp-block-kadence-advancedbtn .kb-btn_5906f7-08.kb-button:focus{background:#5b77ec;}@media all and (max-width: 1024px){.wp-block-kadence-advancedbtn .kb-btn_5906f7-08.kb-button{border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;}}@media all and (max-width: 767px){.wp-block-kadence-advancedbtn .kb-btn_5906f7-08.kb-button{border-top:0px solid;border-right:0px solid;border-bottom:0px solid;border-left:0px solid;}}<\/style><a class=\"kb-button kt-button button kb-btn_5906f7-08 kt-btn-size-standard kt-btn-width-type-auto kb-btn-global-inherit kt-btn-has-text-true kt-btn-has-svg-false wp-block-button__link wp-block-kadence-singlebtn\" href=\"https:\/\/www.antenno.com\/uw-uitdagingen\/duurzame-employer-branding-roi\/employer-branding-business-case\/\"><span class=\"kt-btn-inner-text\">Download uw battleplan<\/span><\/a><\/div>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n\n<style>.kadence-column_3a866d-4d > .kt-inside-inner-col,.kadence-column_3a866d-4d > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_3a866d-4d > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;}.kadence-column_3a866d-4d > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_3a866d-4d > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_3a866d-4d{position:relative;}@media all and (max-width: 1024px){.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column_3a866d-4d inner-column-2\"><div class=\"kt-inside-inner-col\"><style>.wp-block-kadence-spacer.kt-block-spacer-_6a1834-86 .kt-block-spacer{height:1129px;}.wp-block-kadence-spacer.kt-block-spacer-_6a1834-86 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-_6a1834-86\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Toch weer strategie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dus als je employer branding met een andere ambitie wil benaderen dan een one-shot campagne, dan moet die vanuit de strategie van een organisatie vertrekken. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(Ik blijf trouwens ook verwonderd over de sfeer en toon van Great Place to Work. Ik nodig de lezer graag uit om op YouTube te zoeken naar Great Place to Work Awards. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Wellicht zit er in veel gevallen een waardevol HR-beleid achter, maar\u2026 Wat was dat alweer over te koop zijn? <\/strong>Kortstondige opflakkering en plezier verzekerd, die indruk krijg je van die video\u2019s wel.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Gedroomde context<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een <a href=\"https:\/\/www.antenno.com\/cases\/\">business case voor employer branding<\/a>, dus. Die zou er zo kunnen uitzien:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1.&nbsp;&nbsp;&nbsp;&nbsp;<strong>Zet de problematiek helder. Op lange en korte termijn.<\/strong> Wat is een oorzaak en wat is een gevolg?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2.&nbsp;&nbsp;&nbsp;&nbsp;<strong>Definieer employer branding en wat je er mee wil bereiken.<\/strong> Grondig. Met input van stakeholders. Wat is jouw <em>workforce<\/em> van de toekomst?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3.&nbsp;&nbsp;&nbsp;&nbsp;<strong>Lijst op waar de raakvlakken liggen met andere noden.<\/strong> Hoe kan het MVO-doelstellingen versterken? Waar is spanning met aandeelhoudersdoelstellingen? Welke klantgerichte cultuur en mindset is nodig? Welke teamdynamieken wil je bespelen?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4.&nbsp;&nbsp;&nbsp;&nbsp;<strong>Maak een risicobepaling en schat de financi\u00eble gevolgen in.<\/strong> Wat is de opportuniteitskost om niet in te zetten op employer branding?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">5.&nbsp;&nbsp;&nbsp;&nbsp;<strong>Vat samen in een financieel plan<\/strong>. Kostenshift of herverdeling, financi\u00eble hefbomen, nieuwe financiering t.o.v. opportuniteitskost en resultaten. Rekening houdend met schaling: wat als je verdubbelt?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">6.&nbsp;&nbsp;&nbsp;&nbsp;<strong>Maak een projectplan.<\/strong> Wat heb je nodig voor milestone 1? Op het vlak van expertise, planning, interne rollen, resultaatopvolging).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">7.&nbsp;&nbsp;&nbsp;&nbsp;<strong>Schrijf d\u00e9 management summary<\/strong> die nog jaren nablijft.&nbsp; In die gedroomde context is de rol en waarde van employer branding veel omvattender:<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong>Ja, je lanceert campagnes,<\/strong> <strong>maar maakt ondertussen ook je businessplan<\/strong> <strong>\u00e9n je bouwt aan je werkgeversreputatie.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kortom: eerst business, dan employer branding. Dat is de logische volgorde. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Business moet gezond zijn en daarvoor zorgen klanten. Klanten worden geholpen door sterke\/wendbare\/vriendelijke\/vertrouwenswaardige medewerkers. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zet daar maar eens een plan voor op. Gegarandeerd boeiende(re) discussies aan de managementtafel.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Wat is employer branding waard zonder business case? War for talent. Diversiteit gewenst, maar kandidaten komen niet tot bij ons. Nog meer recruiters aan boord. Dus headhunting als oplossing n\u00f9. De vragen van business partners en hiring managers blijven komen. Help! We hebben mensen tekort! Toch maar inzetten op loon om de strijd te winnen? [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[82,87,90],"tags":[],"class_list":["post-3532","post","type-post","status-publish","format-standard","hentry","category-antenno","category-employer-branding","category-recruitment-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Maak je business case voor employer branding<\/title>\n<meta name=\"description\" content=\"Haak met employer branding in op de doelstellingen van management. 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