Petals of Perception, Unfurl Your Influence
Employer brand Activation
Once the EVP is defined, the next step is to weave it into the fabric of your daily operations and interactions with all stakeholders.
Unlike tangible employee benefits, employer branding cannot be simply mandated. It involves crafting your public image through strategic communications and authentic storytelling to build strong, consistent connections with your talent segments.
Why it matters
Employer Brand Activation takes your EVP narrative and transforms it into targeted messaging, campaigns, and initiatives that resonate with your diverse talent groups.
Aligned with the EVP framework, this activation positions you as the employer of choice among competitors, delivering explicit elements and ensuring a seamless experience at every touchpoint of the talent journey.
- Transform the core message into a meaningful value proposition for both internal and external talent
- Use a tone and voice that resonate across various channels and platforms
- Adapt the EVP to fit different job roles, locations, stages of the employee lifecycle, and hiring process
- Adjust the EVP in response to market conditions, industry trends, and broader environmental and social issues
OUR METHOD
Employer Brand Activation approach
Align
- Set clear goals and objectives with stakeholders at every level.
- Review existing employer brand efforts and gather baseline data for analysis.
Develop
- Formulate communication strategies tailored to specific talent segments and channels.
- Develop an Employer Brand Playbook with guidelines and templates consistent with your corporate branding.
Manage
- Implement content, campaigns, and initiatives that resonate with your target audience.
- Leverage data and analytics to track progress and enhance the ROI of your employer branding.
Turning perceptions into tangible results
Building influence through every channel & touchpoint
Your employer brand is an intangible asset, shaped by the perceptions and experiences of candidates and employees alike.
It is a dialogue to nurture and stimulate, not control.
Our comprehensive approach activates every channel and component to enhance your employer brand’s influence over perceptions held by past, current, and future employees.
The end goal
Positioning you as an Employer of Choice
Build synergy with the corporate brand:
Create a robust employer brand identity that aligns with your corporate brand guidelines.
Coherent talent experience:
Ensure consistency across all touchpoints, from career websites to internal portals, social media, and employer review platforms.
Support updates to internal programmes like Brand Ambassadors, Employee Referrals, and Recognition & Rewards.
Set up an internal group to advocate for best practices, establish metrics, and track continuous improvement.
EVP adaptation:
Tailor the global EVP to local contexts, featuring the most compelling aspects.
Incorporate ESG:
Enhance your appeal to talent groups by showcasing local Environmental, Social, and Governance (ESG) initiatives.
Targeted campaigns:
Launch Recruitment Marketing efforts aimed at local talent pools.
Talent pipeline growth:
Develop strategies to build and maintain a local talent network.
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 dedicated resources to adapt the content to local markets, talent groups and/or channels, using the appropriate tone and voice. Rushing the process or underfunding 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.
