Like many large-scale organizational initiatives, employer branding was quickly placed on the back burner when the recession hit. This was unfortunate, particularly given the countless benefits and outcomes associated with strong employer brands, such as less turnover, improved engagement, higher offer acceptance rates, and reduced recruitment costs.
Thus, one of the most exciting things to emerge in HR over the past few years is the renewed focus on employer branding. Lately, I’ve enjoyed a number of helpful articles and interesting perspectives shared on ERE, from Jody Ordioni’s persuasive snapshot of the benefits associated with attractive employer brands (4 Things to Make Sure Your Boss Knows About Employer Branding) to Claes Peyron’s step-by-step approach to employer branding (9 Steps to a Successful Employer Branding Strategy). Both pieces emphasize the need to look at an employer brand as far more than a tagline and see it for what it truly is — a research-based effort that requires strategy, planning, and thoughtful execution.
But how, exactly, do you arrive at a point where your employer brand is more than a tagline and pretty pictures? Simply put, you need to start by properly investing in the employer value proposition development process.
After all, EVP is where it all begins. It’s your key to ensuring authenticity, and it’s the foundation for everything that comes after you’ve clearly articulated who you are as an organization and what you offer as an employer through deliberate and methodical research. If you get this piece right, then you’ll be poised for success in terms of brand strategy, creative development, and internal and external communications. Miss the boat on your EVP and you’ll find yourself floating aimlessly without the direction needed to solve complex recruiting and retention challenges.
Given this, along with a desire to follow the framework Ordioni and Peyron have used to share their thoughts on employer branding, here are five ways to get the most out of your EVP. keep reading…