Flowering into fruition
Employer brand Activation
After defining the EVP, the next step is to activate it in daily operations and interactions with your stakeholders.
Unlike employee benefits, employer branding is not something you can fully mandate. By shaping your public reputation through omnichannel communication strategies and authentic storytelling, you can build positive, coherent connections with your talent segments.
Why it matters
Employer Brand Activation transforms your overall EVP narrative into specific messaging, campaigns, and initiatives that resonate with your diverse talent groups.
In alignment to the EVP framework, Employer Brand Activation focuses on how to position you as an employer of choice among your competitors — it accomplishes this by delivering explicit elements and ensuring a smooth experience at every touchpoint of the talent journey.
- Turn the core message into authentic value and meaning for internal and external talent
- Use appropriate tone and voice that fits designated channels and platforms
- Adapt EVP to different contexts — job roles, locations, employee lifecycle, and stages of hiring process
- Adjust EVP to different market conditions, industry trends, environmental and social issues
OUR METHOD
Showcasing what makes you special
Align
- Set clear goals and objectives with internal stakeholders at all levels.
- Review current employer brand activities and collect baseline data for analysis.
Develop
- Formulate communication plans tailored to talent segments and channels.
- Develop an Employer Brand Playbook with guidelines and templates in line with your corporate branding.
Manage
- Deliver content, campaigns, and initiatives that resonate with the target audience.
- Use data and analytic platforms to measure progress and improve employer branding ROI.
Channel activation by degree of influence
Holistic brand perception management
Your employer brand is an intangible asset that lives in the minds of candidates and employees, forged by their perceptions and experience with you.
It’s a two-way dialogue, something to nurture and stimulate, but that you can’t fully control nor mandate.
We have developed a comprehensive approach to activate every available channel and component, one that elevates your employer brand in the eyes of past, current and future employees.
The end goal
Positioning you as an employer of choice
Build synergy with the corporate brand
- We will create a strong employer brand identity in alignment with your corporate brand guidelines.
Create a coherent talent experience across all touchpoints
- From career websites to internal portals, social media, and employer review sites, we will help ensure your employer brand remains consistent throughout the entire talent lifecycle.
- We will support you to update your internal programmes and initiatives, such as Brand Ambassadors, Employee Referrals, Staff Recognition and Rewards policies, etc.
- We will help establish an internal working group to champion employer branding best practices, setting up key metrics and devising tracking mechanisms for continuous improvement.
EVP adaptation and adjustment
- Adapt the global EVP message and values to local HR & TA situations, featuring the most relevant and compelling aspects of the EVP.
Incorporate ESG into talent attraction and retention
- Strengthen the brand’s appeal to local talent groups by highlighting relevant Environmental, Social, and Governance (ESG) initiatives at community level.
Launch campaigns to target local talent pools
- Deliver targeted Recruitment Marketing campaigns that attract specific talent pools for open requisitions in your local market.
Grow specific talent pipelines
- Create a talent network marketing strategy aimed at generating candidate opt-ins, fostering relationships, and building a consistent talent pipeline for future positions.
FAQs
The employer brand represents the reputation of a company as a place to work, shaped by the perspectives of its former, current, and future employees.
Apart from what it’s like to work there, employer brand perceptions are also influenced by other factors — like candidate experience, public reputation, and social responsibility — and as such by various stakeholders.
At the heart of an employer brand lies the EVP, which showcases both the concrete and intangible benefits of working for the company.
This can vary widely depending on a multitude of factors, including the size of the company, the complexity of the EVP, and the number of markets involved.
Broadly speaking, it could take anywhere from 3 to 12 months. This takes into account the need to create market-ready content, train local HR and Talent Acquisition teams, and implement new initiatives and strategies across regions.
If you already have some of the content — which should be aligned with your EVP — you could proceed with small-scale tactical activations lasting 2-3 weeks.
Companies often fail to allocate enough time and resources to adapt the content to local markets, talent groups and/or channels, using the appropriate tone and voice. Rushing the process or under-resourcing it can lead to half-baked initiatives that fail to make an impact or meet expectations.
Something also easy to forget: giving your company’s profile pages on social media and review sites a thorough makeover.
