Your company’s employer brand is an extension of your corporate brand with a specific audience in mind – current and future employees.
The purpose of the employer brand is to cultivate a positive perception among potential and existing employees and support your company’s long-term talent strategy. In most cases, the employer brand represents a subtle variation of the parent brand, allowing it to have a distinct meaning but still draw on the parent brand’s strength.
Central to your employer brand is your employee value proposition – what you as an employer promise to your employees – and your employer brand management program – how you cultivate and deliver on that promise.
So much important work goes into living your employer brand values: from DEI and ESG commitments and reporting to helping your key executives build trust and communicate authentically with employees, sometimes about sensitive, emotional topics. Creating and delivering on a strong employer brand strategy involves consistency and dedication but can be boiled down to three phases:
We can help you listen to your employees and stakeholders. By consistently gathering information, you will stay in sync with shifting employee expectations in the market and be able to act quickly and decisively.
- Stakeholder interviews
- Employee experience analysis
- Mission and vision analysis
- Competitor analysis
- Target audience analysis
We will help you establish a consistent foundation, your north star in a world that is constantly shifting. Existing and future employees want to work for companies whose values align with their own; and who are willing to stand strong on those values.
- Employee value proposition development
- Employer brand planning, including setting KPIs
- ESR, DEI, and CSR program guidance and communication
We will help you bring your employer brand to life through multichannel campaigns, interactive experiences, events and training, and consistent, transparent, and prompt communications with employees on everything, including tough issues.
- Recruitment campaigns
- Retention campaigns
- Executive coaching
- Employee communication
- Issues management
- Training and team-building sessions