Creating a DIY Employer Brand

Rob LeachTalent Brand ConsultantLinkedIn

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Guillaume TurpinMedia Account ManagerLinkedIn

Every candidate you have ever hired has been on the same

journey

Unaware Aware

ConsideringHired

Employer Brand is your companion on this journey

Unaware

Aware

Considering

Hired

The beauty of employer brand is you don’t need everybody to know

your name. Only the right people.

#TalentBrand

What does it mean to work for your organization?

We all have different motivations

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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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Intro slide

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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

Qu

esti

on

s

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

s G

rou

p Q

&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.

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LinkedIn’s EVP

Transformation

Work-LifeBalance

TotalRewards

PowerfulBrand

TopTalent

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!

Company Example

Questions?

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