Our Phased Approach

1. Employer Brand Audit: Identifying Gaps and Opportunities

The first step in our process is conducting a comprehensive Employer Brand Audit. This audit provides a 360-degree view of how your company is currently perceived as an employer, both by existing employees and external candidates. It’s essential to understand what’s working, where there are gaps, and how your brand can better align with the expectations of today’s workforce.

What We Analyze:

• Internal Perception: We assess your internal brand through employee surveys, focus groups, and leadership interviews. This helps us uncover how well your employees understand your company values, culture, and mission.

• External Perception: Through candidate feedback, social media analysis, and employer review sites (such as Glassdoor and Indeed), we gauge how your brand is perceived in the talent market.

• Competitor Benchmarking: We analyze your competitors' employer brands to see where you stand in the marketplace and identify key differentiators that can give you a competitive edge.

• Brand Messaging: We review your current messaging across all channels (e.g., job descriptions, career site, social media, and employee communications) to ensure consistency and authenticity.

Deliverables:

• A detailed report outlining your brand’s strengths, gaps, and opportunities for improvement.

• A comparison of your employer brand against key competitors.

• Insights on candidate and employee perceptions that influence your brand.

2. Employer Brand Strategy Development: Creating Your Roadmap

Once we’ve gathered insights from the audit, we begin developing your Employer Brand Strategy. This strategy will serve as a roadmap for building a strong, authentic brand that supports your talent acquisition and retention efforts. We ensure that your employer brand aligns with your overall business goals and reflects the unique aspects of your company culture.

Key Components of the Strategy:

• Employee Value Proposition (EVP): We define your EVP—the unique value your company offers to employees—based on insights from the audit. Your EVP becomes the foundation of your employer brand, clearly communicating why employees should choose to work for your organization and why they should stay.

• Audience Segmentation: We segment your target audiences (e.g., passive candidates, active job seekers, internal employees) and craft tailored messaging for each group to ensure your brand speaks directly to their needs and motivations.

• Brand Messaging Framework: We create a comprehensive messaging framework that outlines the key themes, values, and differentiators that make your company an attractive place to work. This framework ensures consistency across all touchpoints—from job postings to social media to internal communications.

• Visual Identity and Content Strategy: We develop recommendations for how your brand should be visually represented across various channels, including the use of images, video, and employee stories that align with your EVP.

Deliverables:

• A fully developed Employer Brand Strategy aligned with your business objectives.

• Messaging guidelines for consistent communication across all platforms.

• Audience personas to guide your recruitment and retention efforts.

3. Activation Support: Bringing Your Brand to Life

Once the strategy is developed, we work closely with your team to execute it effectively across all recruitment and employee engagement channels. Whether you need hands-on support with specific initiatives or general guidance on implementation, we’re here to ensure the successful launch of your employer brand.

How We Support Execution:

• Career Site and Job Descriptions: We help redesign your career site and refresh your job descriptions to ensure your employer brand is communicated effectively at key candidate touchpoints.

• Recruitment Marketing: We collaborate with your marketing and recruitment teams to align your recruitment marketing campaigns with the new brand messaging, ensuring consistency across social media, digital ads, and outreach campaigns.

• Employee Engagement: We help activate the brand internally by embedding the EVP into employee communications, onboarding programs, and internal events. This ensures your current employees feel connected to your brand and can act as ambassadors.

• Employer Branding Content: We support the creation of videos, social media posts, and employee stories that bring your employer brand to life and engage both passive candidates and current employees.

Deliverables:

• Implementation across key platforms like your career site, job boards, and social media.

• Ongoing support to ensure the brand is successfully embedded into your recruitment and engagement processes.

4. Ongoing Monitoring and Optimization

Employer branding is not a one-time project—it’s an ongoing effort that requires continuous monitoring and optimization. We work with you long after the brand launch to ensure the strategy remains effective and evolves as your company grows and market conditions change.

What We Track:

• Candidate Conversion Rates: Monitoring the performance of your career site and job postings to ensure they attract the right candidates.

• Employee Retention and Engagement: Using engagement surveys and employee feedback to assess how well your brand resonates internally.

• Market Perception: Tracking how your brand is viewed externally through employer review sites, social media mentions, and overall recruitment metrics.

Deliverables:

• Regular performance reviews and adjustments to keep your brand relevant and impactful.

• Updates to your EVP and messaging as your business and talent needs evolve.