Post on 08-Aug-2015
Creating a DIY Employer Brand
Rob LeachTalent Brand ConsultantLinkedIn
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Guillaume TurpinMedia Account ManagerLinkedIn
The beauty of employer brand is you don’t need everybody to know
your name. Only the right people.
#TalentBrand
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The EVP is what an organization offers in exchange for employment. It is also referred to as
the employment deal. It encompasses every aspect of the employment experience — from the organization’s mission, purpose and values, to its jobs, culture and
people, to the full portfolio of its total rewards programs.
Towers Watson Global Workforce Study
What is an Employee Value Proposition (EVP)?
Post-Application Experience
Pre-Application Experience
Application Experience
Campus recruitment Awareness
Engagement
Commitment
Retention
Consideration
Preference
Internship
Career site
Invitationletter
Introduction
Performancereview
Interview
Rejectionletter
Exitinterviews
Informing /Involvingpeople
Careerdevelopment
Managementbehavior
AssessmentContract handling
Employer Brand
Company brand
Philips Touchpoint Wheel
Relevant– To the target audience
Consistent– Must build trust
Credible– Must deliver on its promises
Inspirational– A strong brand will connect
on an emotional level
Unique– Set apart from its competitors
Employer Brand Attributes
THE FACTS
83%Agree that talent brand has significant impact on the ability to hire great talent.
Lower cost per hire by up to 50%.
Reduce employee turnover by up to 28%.
Influence the conversation with candidates. If you don’t, someone else will.
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5 Steps To A DIY Employer Brand
Leaders People EVP Content Channels
RESEARCH & ANALYSE CREATE & IMPLEMENT
Leaders Research – Talk to your leaders
• Leaders determine the strategic direction of the company They set the tone of it’s working environment and have
the biggest influence on the employer brand
• Select a number of senior members in the organisation and ask them about their vision for the company
• What was your decision process in joining this company?• What does success look like for employees working here? • What makes the company a great place to work?• Define the organisation’s leadership style.• Where will the organisation be in 5 years time?• What makes the working experience here better than your
biggest competitor?• What needs to be improved in the working experience?E
xam
ple
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People Research – Talk to your people
• Employees live the culture every day. Their views are the most realistic reflection of
what the company is like to work in today.
• Conduct several focus groups (different groups to gain different views) with no more than 10-12 people in it and try to stimulate discussion.
• Why did you join?• What is the company’s main strength as an employer?• What can the company improve in it’s employment
experience?• What do your tell friends/family about what it is like to work
here?• How would you describe the leadership?• Is the reality the same as your expectation before joining?F
ocu
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rou
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&A
EVPAnalyse your research to draft your Employee Value Proposition
• Look for common themes from the interviews and focus groups Break it out into topics. For example:
The day to day
The company
Employee growth
Leaders Culture Rewards
Employee Value Proposition
The EVP should be a statement that captures the “essence” of what it is like to work at the company. It should clearly communicate what it
“means” to work there.
Get buy in from all stakeholders. This statement will define your company as an employer.
ContentCreating content and telling your story
Create content, using your employees as ambassadors, in the following ways:
Copy Image VideoHirea
copywriter(oruseastrong
internalwriter)towriteaboutthecompanybasedontheEVP.Askyouremployeesfortestimonials.
Apictureisworthathousandwords,sosharingimagesthatcaptureyourcompanyspiritandvaluesisagreatwaytoshowcaseyourtalentbrand.
Youcanhavealotoffun
makingyourownvideo–checkoutthis
video!
ChannelsSelecting your channels and communication strategy
Now your content is ready, it is time to let your target market know!
Channels–thinkaboutalloftheplaces,onlineandoffline,wherepeoplecanlearnwhatitisliketoworkforyou.Buildinthecontentyouhavecreated.ReferencethePhilipsTouchpointWheel.
Communication Strategy –Getyourstoryoutthere!• Plan–Defineyouraudienceandbuildacontentcalendar• Shareyourcontent–where,whenandhow• Amplify–Increaseandoptimiseengagement• Measure&Adjust–Findoutifyourstrategyisworking• SeeourContentMarketingeBook!