There are 5 key phases of effective employer branding
Understand
Articulate
Amplify
Live
Measure
Employer Branding Service – Phase 1
Understanding and Articulating your Employer Brand
Recruitment is critical to the success and growth of your organisation, which is why it’s important to have a team of A-players. If you haven’t defined your Employee Value Propositions (EVPs), an employer branding project is a great place to start.
In this first phase, an Employer Branding project will give you:
- a clear understanding of your employer brand, built on a robust, in-depth research process
- authentic brand messaging to use on your current channels
- a fully articulated Employee Value Proposition (EVP) framework
- strategic recommendations to amplify your employer brand and story to your target candidates.
What’s the process for an employer branding project?
Our Employer Branding Specialists conduct:
- a 90min – 2 hour Discovery Workshop with your core internal project team – this is a session for your executive management team and recruitment stakeholders to explore the challenges, experiences, perceptions and opportunities for the talent you need and the talent you have.
- up to 15 phone-based Discovery Interviews – with designated employees, to identify and unpack Employer Branding themes, to understand how these themes are experiences are related, and to capture the essence of your people stories.
- Desk research – analysing employee data, your current brand in market, owner assets and talent competitor analysis.
The key themes from this intensive research process will form the basis of your employer brand and Employee Value Proposition (EVP) pillars. Gaps and weaknesses are also identified, allowing you to understand your key points of difference compared to your talent competitors.
You’ll discover what’s unique about your EVP – your ‘angle’ – and also your overall employer story.
Defining your employer brand messaging will help candidates understand: ‘What is it like to work in this role? What’s really in it for me? What do you really need from me? Why is it right / wrong for me?’.
You’ll receive your fully articulated brand messaging and Employee Value Proposition (EVP) framework.
Your EVP framework will include:
- your unique, single-line message
- your powerful EVP statement
- your underlying EVP pillars
- the associated messaging which brings each pillar to life
- any segmented EVP messaging for particular audiences (e.g. by role)
- additional guidance on how and where to add to the overarching messaging.
At the conclusion of this phase, we’ll reconvene with your internal project team (the core group from the Discovery Workshop) to playback our key findings and present your draft EVP framework. We expect and welcome your feedback to develop and refine your messaging.
After obtaining your feedback, we provide you with your final report which includes all the key findings from the Discovery Phase; your current brand and talent competitor analysis, your brand messaging and EVP framework. We also give strategic recommendations about amplifying your employer brand to the marketplace to achieve the best results.
Employer Branding Service – Phase 2
Amplify, Live and Measure your Employer Brand
Once you have a clear understanding of your employer brand, authentic brand messaging and a fully articulated Employee Value Proposition (EVP) framework, it’s time to amplify
In this second phase, employer branding services will give you:
- strategic recommendations to amplify your Employee Value Proposition to candidates
- a content plan based on your budget, goals and existing channels
- engaging written and video content (from employee profile stories and careers videos, to photography and social media content) so you achieve the best outcomes in line with your recruitment goals.
Now that you have your employer brand messaging and Employee Value Proposition (EVP) pillars, it’s time to shout your message from the rooftops!
Our Employer Branding Specialists amplify your EVP through:
- a content strategy – determining the right channels to target (including your careers website, recruitment advertisements and social media channels)
- engaging content – from employee profile stories, careers videos and social media content, we’ll determine the best content ideas based on your recommended content strategy
- internal strategies – we’ll provide recommendations for how to live and reinforce your EVP and drive employee advocacy.
These recommendations are based on your recruitment goals (increased brand engagement, brand awareness, recruitment metrics) and reflect the needs and behaviours of your target talent market. We’ll also accommodate your internal capacities and capabilities.
We will play a key role in helping you bring your EVP to life, translating it to copy for your websites (and recommended structure for this), your job advertisements and the introductions to your social assets (as well as talent post templates for these). This copy will drive consistency of messaging and tone across your key assets, based on the appropriate wording for each medium.
We will then research and craft written staff profile stories, or video profile stories, designed for amplification and engagement across your assets and campaigns. These stories are an excellent way to bring your EVP and powerful brand stories to life through your people.
Talent Pooling
Taking a proactive approach to recruitment will distinguish you from your talent competitors and help you secure more, high-quality talent on an ongoing basis.
We partner with you to understand your needs and goals, and design content that resonates with your target talent demographic and attract high-quality candidates to apply for your vacancies.
Our specialists produce high-quality written and video content (such as employee profile stories, event stories, values videos), and provide ongoing strategic recommendations. Our content plans are designed to speak to your target talent audience, and inspire and educate them about your organisation. We also manage your talent pools and report on results to help you reach your recruitment goals.
An effective, well-designed content strategy elevates your employer brand, attracts more, high-quality applications and reduced your overall advertising spend.
Our Employer Branding Specialists fuel your talent pooling solution by producing:
- branded email templates
- expression of interest forms to grow your talent pool
- content plans
- targeted emails
- employee profile stories
- social media content
- values stories
- good news stories
- and more.
We also report on results to provide ongoing strategic recommendations in line with your strategy.