What do you do if your organization needs help in building a strong employer brand?

Despite assessing the current situation, also answer the question: What do you need an Employer Brand for? It will help you set up a clear direction, strategy, and goals. A hint: Answers like "We want people to know us" are not suitable here; it's not a reason to set up the Employer Brand direction.

Identify and highlight unique aspects of your company culture and values. Showcase employee success stories and positive experiences. Leverage social media platforms and professional networks to share your employer brand. Seek feedback from current employees to continuously improve and refine your brand image.

To truly enhance your employer brand, a deep dive into your current positioning is fundamental. Start by scrutinizing the existing perception of your organization through employee feedback, social media sentiment & industry reviews. This involves not just looking at what is said, but understanding the underlying emotions and expectations. Engage with both current and past employees through surveys or interviews to gain nuanced insights into the employer-employee relationship. Analyzing this data against your organizational goals & the competitive landscape helps identify gaps between perceived & desired brand identity. Remember, an employer brand is not what you say it is, but what employees & candidates feel & share about their experience.

To assist your organization in building a robust employer brand, it's essential to first assess the current situation thoroughly. Conduct a comprehensive analysis of your organization's reputation, values, culture, and employee experiences. Identify strengths, weaknesses, opportunities, and threats related to your employer brand through surveys, focus groups, and feedback mechanisms. Evaluate your current recruitment processes, employee benefits, and workplace environment to ensure they align with the expectations and preferences of your target audience, particularly the youth demographic.

EVP creation process: 1. Market research (external and internal loop) 2. Focus groups and interviews with employees 3. Competitor EVP analysis 4. Highlighting the advantages of your company 5. Interview with the C-level 6. EVP finalization and approval 7. Rolling out the EVP: internal and external phase

What makes your organization unique and appealing to potential employees? Start by identifying the core values, culture, and mission that set your company apart. Engage with employees across different levels to capture diverse perspectives on what they value most about working for your company. This could range from innovative work practices, commitment to sustainability, career development opportunities, to work-life balance. Once identified, articulate these elements clearly and compellingly in your employer branding materials. Your value proposition should resonate with your target audience, reflecting not only what your organization does well but also how it contributes to the personal and professional growth of its employees.

To strengthen your organization's employer brand, it's vital to define a compelling value proposition that resonates with potential candidates. Begin by identifying and articulating what sets your organization apart from competitors and why someone would want to work for you. Highlight unique selling points such as career development opportunities, company culture, work-life balance, and impactful projects. Conduct internal surveys and interviews to gather insights from current employees about what they value most about working for the organization. Use this information to craft a clear and authentic value proposition that reflects the organization's mission, values, and commitment to employee satisfaction.

Every external campaign not only needs to broadcast the EVP pillars but it also should be built on them. - Post on social media? Be sure that it supports the values or at least doesn’t contradict them. You can also dedicate a separate post to your EVP. - Video interview or promotional video about the company? Don’t forget to spotlight the values in your script. - Meetup or a conference? Integrate activities that could show your company’s values. Also, guide your speakers to support the pillars via their presentations or in a Q&A. Long story short, the EVP must be used in your work daily. Such an approach will help you to strengthen the company’s image and hire people that will match your culture.

To bolster your organization's employer brand, it's essential to communicate it effectively to your target audience. Start by crafting a clear and compelling brand message that highlights your organization's unique culture, values, and opportunities for career growth. Utilize various communication channels such as social media, company website, job boards, and employer review sites to showcase your employer brand consistently. Develop engaging content, including employee testimonials, company news, and behind-the-scenes glimpses, to give candidates a genuine sense of what it's like to work for your organization. Foster two-way communication by actively engaging with candidates and responding to inquiries promptly.

Innovating employee ambassador programs with gamification can significantly elevate engagement. Introduce leaderboards, badges, and rewards for employees who actively share company culture, values, and success stories on their networks. This not only motivates participation but also fosters a sense of competition and achievement. Equip your ambassadors with easy-to-use digital toolkits that include branded content, hashtags, and templates to ensure consistency and ease in sharing. Regular training sessions on effective storytelling and social media best practices can enhance the quality of content shared.

Your team members aren't just employees—they're the heart and soul of your organization. Harness their power as authentic advocates by encouraging them to share their positive and true experiences beyond the confines of the workplace. What they say about work during their downtime is crucial and true employer branding. Empower them to spread the word about your company culture, values, and achievements to their networks, amplifying your reach and credibility. Recognize and reward their efforts, fostering a culture where trust, respect, and collaboration flourish.

Don't forget to measure the EVP effectiveness. Unfortunately, there is no single metric or index that can demonstrate the success of your EVP. You should measure it throughout the entire journey (first of the candidate, and then the employee) with different approaches. I can recommend using surveys at different stages of that path. In each of these surveys try to ask the same question: “What association do you have with [Company name] as a сompany?” The main goal is to be sure that you communicate the EVP clearly so that people understand what working at your company really means.