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Employer Branding Strategy

Employer Brand Audit

Employer Brand Audit

Start with an honest assessment of the current state of your brand and the internal and external perception along with a comparison of your competitors

EVP Development

EVP Development

Craft a unique and compelling EVP that highlights the benefits and values offered to employees and make sure it aligns with the company’s mission, vision, and culture.

Brand Framework

Brand Framework

Establish a clear brand framework to maintain consistent messaging and visual identity. Ensure disciplined application of guidelines in marketing and internal communications to bring the brand to life

Employer Brand Audit Process

Internal

Internal Perception Analysis.

  • Employee Surveys: Gather feedback on employee satisfaction, engagement, and perception of the company culture.
  • Focus Groups: Conduct discussions with employees from various departments to gain deeper insights into their experiences.
  • Exit Interviews: Analyze data from departing employees to identify common themes and areas for improvement.
  • Internal Communication Audit: Evaluate the effectiveness of internal communications and how well the brand message is conveyed to employees.

External

External Perception Analysis.

  • Candidate Feedback: Collect insights from job applicants about their perceptions and experiences during the recruitment process.
  • Employer Review Sites: Monitor reviews on platforms like Glassdoor and Indeed to understand external opinions of your brand.
  • Social Media Sentiment: Analyze comments and engagement on social media to gauge public perception.
  • Industry Reputation: Assess your standing and reputation within your industry, including comparisons with competitors.

Increase Values

Brand Metrics Evaluation.

  • Recruitment Metrics: Review key recruitment statistics such as time-to-hire, quality of hire, and application conversion rates.
  • Retention Rates: Analyze employee turnover rates and retention trends to identify potential issues.
  • Engagement Metrics: Measure employee engagement levels through surveys and participation in company initiatives.
  • Brand Awareness: Assess how well-known and recognizable your employer brand is within your target talent market.
Compare

Competitive Benchmarking.

  • Industry Standards: Compare your employer brand metrics with industry standards and best practices.
  • Competitor Analysis: Evaluate the employer branding strategies of key competitors.
  • Market Positioning: Assess your brand’s position in the market relative to competitors.
  • Differentiation Opportunities: Identify unique aspects of your brand that can differentiate you from competitors and enhance your attractiveness to top talent.

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Branding

The EVP Development Process

The EVP Development Process involves engaging stakeholders, gathering employee insights, defining core values, and articulating a compelling Employer Value Proposition.

01

Collect data and insights from various stakeholders through workshops and surveys.

02

Create a draft EVP that balances current strengths with future aspirations.

03

Test the draft with target groups and refining it based on their feedback.

Building Your Brand Framework

brand framework

Three Steps to Creating the Brand Framework

Align your employer brand with your corporate brand

  • Consistency with Corporate Values: Ensure that the employer brand reflects the core values, mission, and vision of the corporate brand.
  • Brand Integration: Integrate the employer brand seamlessly with the overall corporate brand, maintaining consistency in messaging, visual identity, and tone across all touchpoints.
  • Alignment with Business Objectives: Ensure that the employer brand supports and enhances the broader business objectives and goals of the organization.

Creative Guidelines

  • Visual Identity: Detailed guidelines on logo usage (size, color variations, placement), color palette (primary, secondary, accent colors), typography (consistent fonts and styles), and design elements (icons, lines, textures, white space).

  • Imagery and Photography: Instructions on the style and tone of images to convey the brand's emotional tone, and their usage across different formats like social media, websites, and print.

  • Messaging and Tone: Define the brand’s personality and communication style, including key messages reflecting the EVP, and appropriate tone for various communications (formal, casual, friendly, authoritative).

Implementation Guidelines

  • Content Guidelines: Focus on main themes and topics aligning with the EVP, and specify types of content to produce, such as blogs, videos, infographics, and social media posts.

  • Marketing and Communication Channels: Develop a strategy for using various channels like social media, email, websites, and print media, with platform-specific guidelines for tailoring the brand’s presence and messaging (e.g., LinkedIn vs. Instagram).

  • Employee Advocacy: Encourage and manage employee-generated content and advocacy, and provide employees with training and resources to represent the brand effectively.