Employer Branding EVP Explained

Recruitment Workshop
Employer Branding
in a global talent landscape
Explained
Part 3
(of 4)
1
Alexander Crépin
recruitment strategist, coach & trainer
freelance, interim recruiting & management
Alexander Crépin AC@Recruitmentcoach.nl

Today you will learn what
Employer Branding
is about
You’ll get an overview about
WHAT & HOW
Employer Branding
2

Employer Branding
in 4 Parts
So take your time!
when only watching on Slideshare
3

Employer Branding
In these Workshops you’ll learn about:
Part 1
• Employer Brand
• Employer Branding
Part 2
• Employer Brand Advocacy & Ambassadors
• Employee Engagement
• Internal Branding
Part 3
• Employer Value Position (EVP)
Part 4
• Employer Branding & Social Media
Employer Branding
4

SAAA Corporate Recruitment Model
4 phases
Attract AppointAssessStrategize
Recruitment is simple
5

Hiring
Talent
Acquisition
Attract Appoint
Selecting
Assess
On-
boarding
Strategize
Employer
Branding
Forecasting
Planning
Engaging
Talent Pool
Flex Force
Contingent Staff
“Permanent” staff
Job
Branding
Sourcing
and / or
6
Employer Branding
critical success factor in
today’s Corporate Recruiting
process

Employer Branding Brand = ……..
Your Employer Brand
NOTwhat you sayitis
It's what your people tell you it is …
(Terry Leahy CEO Tesco)
Employer Branding
7

Employer Branding EB & EVP
Influencing EB in desired direction
• What/How you like to be associated with as EoC
• Realistically / Authentically Defining your
– Employment Offer / Deal (give & take)
– Unique Selling Points as EoC / Great Place to Work
• Result: your Employer Value Proposition (EVP)
Employer Branding

Employer Branding EVP
• Your Desired Employer Brand
• Employee Value Proposition
• Your Employment Promise
• Your Employment Deal
• Your EVP
Employer Branding

Employer Branding EVP What
Employee Value Proposition (EVP)
• Many efforts for EVP definition
Employer Branding

Employer Branding EVP What (1)
EVP What is in it for ….
• Narrative proclamation / statement
• Capturing essence what it is like to work for company
• Core of Employment offer / deal
– What workforce can expect from employer ( give & )
– What will be expected in return! ( get )
• What is in it for your (prospective) workforce!
Employer Branding
11

Employer Branding EVP What (1A)
EVP the “give & get” Employment Deal
Employer Branding
12

EVP Expressing core of Employment offer
• EVP is a valid, thoughtful expression of corporate
culture & work environment
• To attract & engage like-minded talent in a shared
pursuit toward defined & developing goals
Employer Branding

EVP Pitching your desired EB
• Pitching your Employment Deal Benefits, the USP’s
• Mix of rational & emotional reasons
– Why you are an EoC
– Why you have a Great Place to Work to offer
• Generating awareness, interest & engagement
• Of current & prospective Workforce
Employer Branding

Employer Branding EVP Perspective
EVP
Employer Perspective:
• EVP strategically intents to attract, retain & engage
the workforce you need for business success
Employee / Talent Perspective:
• EVP tells shortly attractive aspects of working for a
company (promise) & what is expected in return
Employer Branding

Employer Branding EVP Employee tool
EVP Talent pre-selection value
Good, well developed EVP helps
• Target Talent in self-selection
• To get stronger sense about possible fit into organization
• Target Talent to decide to opt in & explore career
(development) opportunities
Vice versa wrong people to opt out!
Employer Branding

Employer Branding EVP Market & Marketing
EVP
• Market-driven
How market perceives you, will be focus in EB development
• Marketing-driven
How you would like to be perceived, leading in EVP communi-
cations
• Market Driven bit easier to ascertain, demonstrate & communicate
• Marketing Driven more challenging – change can be expensive & taking
years – but more necessary to accomplish strategic goals
Employer Branding

Employer Branding EVP Clarity
EVP like EB (partly) pretty abstract
• Capturing the “essence” of the organization
– The experience
– The culture
– The invisible infrastructure, networks
– The atmosphere
– The morale, the “esprit de corps”
• All things that you cannot provide a manual for …….
Employer Branding

EB & EVP
• EVP & EB 2 sides of same conversation
• EB & EVP ideally containing many of same characteristics
• EB is your image / perception as Employer
• EVP what you communicate as Employer “USP’s”
‒ EVP compass / guide for Communicating about EB
‒ EVP defines underlying “offer”on which your EB is based
Employer Branding

EB & EVP not just words …..
• True value of your EVP
• Not only in how it is defined & communicated
• How it is delivered & executed
• How your workforce brings it to live
Employer Branding

EVP as good as Recognition by Workforce
• Successfully delivering your EB / EVP
• Needs workforce recognition & commitment
• Connecting Workforce rationally & emotionally
• Good EVP should help developing this connection
• Internal Branding crucial part of EB & EVP success
Employer Branding

Employer Branding Brand = ……..
EVP Internal Recognition challenge
• Ensuring everyone feels comfortable with EVP requires
– Clear Vision & Strategy
– Data Driven, Facts to guide strategy & behaviour
– Stakeholder Interaction & Management
– Transparency
– Collaborative Spirit
– Internal Communication supporting marketing excellence
– Commercial Brand Alignment
Employer Branding
22

Employer Branding EVP EB Foundation
Employer Branding

Employer Branding EVP Themes
EVP & EB Promise Themes:
• Purpose & Community
• Culture, Values & Believes
• Learning & Thought Leadership
• Career, Professional/Vocational & Personal Development
• Empowerment, Workforce Autonomy
• Flexible working arrangements
• Teamwork, Colleagues & Collaboration
• Social events
• Territory, global, regional, national, local
• Location / condition of office premises, Ambiance
• Total Reward, Benefits & Perks
• Excellent/State of Art work routines & practices
• Innovation, Tech & Tools
• Successful Business Performance
Employer Branding
EVP “checklist”

Source: Xerox
Employer Branding

Employer Branding

Good EVP Segmented
• Don’t try to be all things to all people!
• Good EVP usually not one size fits all proposition
• No single EVP will work great for all Target Talent Groups
• Demographics, culture or tech differ
• Take diversity into account when developing your EVP
• To target different talent groups optimally, as tailored as
possible
Employer Branding

Employer Branding EVP Diversity
Good EVP Segmented
• Focus
• Work across most of agreed workforce segments
(clarity if segments require different things to succeed)
• Know & understand what (prospective) workforce is
excited about to work for, what they appreciate & don’t
• Use EVP Checklist to make EVP scorecard per segment
• Develop Overview of subjects, words, images etc. to
match segments
Employer Branding

Good EVP Segmented
• The more you can define
• Demographics - age, gender & household income etc.
• Psychographics - type of person incl. attitudes,
tendencies, preferences etc.
• Geographical - language, culture, climate etc.
• Functional - tech, commercial, R&D etc.
• Behavioural - labour market active and/or passive
• The better you can address your audience!
(Todd Friedman Branding expert)
Employer Branding

Good EVP Segmented
• Starters value different aspects than experienced staff
• EVP for prospect graduate talent focus on
– career development
– friendly work environment
– opportunities to grow with business
• EVP for experienced hires focus on
‒ Employment experience like
o Work flexibility
o Opportunity to work with thought leaders
o Top salary
Employer Branding

Employer Branding 5. Relevance
Strong EVP & EB = Know Target Audience
Do you have actionable data driven Talent Intelligence about
• Today's employees want/expect
• The most talented people want/expect
• Talent in your particular industry want/expect
• Talent from the demographics you hire want/expect
• Talent from the various fields & job positions you hire
want/expect
Employer Branding
31

Good EVP Knowing who, what & why
• Tailored EVP’s for different business areas & roles
• Main questions to Tailor EVP for a certain type of roles
– Who would be successful in this role & Why?
– What makes you attractive for whom to work for or with?
– Why would they join us? What’s in it for him/her?
– Why would they stay with us?
– What do we know about them (data!) ?
– How successful are we in hiring this type of People?
Why or Why not?
Employer Branding

Employer Branding EVP Segmentation
Source: talentsmoothie.com
Employer Branding

Employer Branding EVP Segmentation
34
Employer Branding

EVP Segmentation, personalization
Source: Helen Rosethorn The Employer Brand: Keeping Faith with the Deal
Employer Branding

Employer Branding EVP Roi
Great EVP, some Advantages
• Helps to gain EoC reputation, as a Great Place to Work
• Helps attract too tough-to-hire Target Talent & retainkey talent
• Improve commitment of new hires
• Reduce new hire compensation premiums
• Increase employee’s advocacy
• Target Talent segments in different markets
• Re-engage a disenchanted workforce;
• Guides your HR priorities
Employer Branding

Good & Bad EVP Development
• Well developed EVP
Stepping stone to more engagement, retention &
recruitment success
• Badly developed EVP
Pitfall, missed opportunity, giving competitors the chance
of becoming a more attractive alternative
Employer Branding

EVP Development Takes Time
• Uncovering your “true”, distinctive EoC USP’s
• Knowing & understanding Target Talent group(s)
• Position yourself in competitive market
• To put findings into words & images
• Test & refine outcome, also in segmented manner
• Make it a common, shared mindset
• There are no short-cuts
• Done right, everything will fall quickly into place
Employer Branding

Employer Branding EVP Job
EVP / EB (Development) Manager
Project ?
or
Permanent?
Employer Branding

Employer Branding EVP Job
EVP/EB (Development) Manager
Employer Branding

Your questions ?

Employer Branding
EVP Development Roadmap
1. Why developing an EVP?
2. What are your current views about the EVP?
3. Data Driven Research, Gathering input, in- & external
4. Data Review & Analytics
5. Developing Crafting your EVP
6. Implementing your EVP, Plan + Action
7. Ongoing Delivery, Monitoring & Refinement of EVP
Employer Branding

Employer Branding EVP Development
Step 1 Why & What
• Why want/need an EVP?
• Why does it make it sense to develop EVP?
• What is purpose of making EVP?
• How do you know EVP will bring what you expect?
• Who should be answering these questions, who to
involve & why?
Employer Branding

Step 2 Current views about EVP
• Fact driven or subjective?
• Most leaders believe understanding to define EVP
• Most leaders have an ambition to be expressed in EVP
• However!
• Management’s perception = Workforce views ? ? ?
• More than once a gap resulting from wishful management
thinking & less effective EVP!
Employer Branding

Step 2 EVP Current Management views
Employer Branding

Step 2 What do you think/know?
• Who are we as an organisation?
• Why does it matter what we do & how we do it?
• Why is our workforce happy working for us?
• Why do outside people (really) want to work for us?
• What are company’s most attractive & compelling attributes to
both current and Target Talent? Why?
• What is essence of EB in a single, simple phrase?
• What is EB perception of our 10 …… senior hiring managers, etc?
• What is EB perception of our ….. top women, graduates, Gen X etc.?
• Etc. etc.
Employer Branding

Step 2 What do you think/know? Why?
• What roles most critical to success? Why?
• What makes core roles attractive to attract & retain talent? Why?
• What are typical Top Performers characteristics & attributes?
• What are future Top Performer requirements? Why?
• What are company’s core competencies?
• How are we perceived by Target Talent we want to hire most?
• How does current EB affect ability to recruit Target Talent? Why?
• Why do people leave our company?
• Etc. etc.
Employer Branding

Step 3 Gathering Data / Input
• Gaining systemic, data driven understanding of what
is and/or should be contributing to your EB’s
perception of Target Talent Groups
• What to be (& to do) to offer an attractive Place
to Work?
• More than creative communication in images & words!
Employer Branding

• Remember: Garbage in = Garbage out!!
• Start by defining required insight for EVP development
• Select research/survey method
• Select data sources & survey population
• Ensure quality of your data
• Ensure expertise to analyse data
• Use tools to monitor data
• Avoid internal focus & being overly introspective
Employer Branding

Step 3 EVP Data Driven Insight
• Research for developing authentic EVP
– Key stakeholder surveys / polls
– Key stakeholder interviews
– Focus / groups feedback
– HR & Recruitment data & metrics
– Employee & Candidate Experience Process Map
– Input/Insights from other functions like Marketing
Employer Branding

Step 3 Options to Gather Data About
• External Talent Landscape insight
– Supply & Demand (War for Talent)
– Permanent & Contingent/Contractor staff
– Competitors
• Segmented Target Talent Groups insight
– EB / EoC position
– EVP expectations
• Internal Talent Landscape insight
– Workforce forecast & planning
– Key talent retention
– Employee / Workforce Satisfaction
– Management / Hiring management expectations & experiences
Employer Branding

Step 3 Data Gathering Internal Sources
• Real-time HRIS/ATS/CMS information/data about current &
prospective workforce
• Employee onboarding & exit surveys / interviews
• Recruitment & retention metrics
• Employee opinion & satisfaction survey results
• Engagement driver analysis
• HR policies & processes
• Business strategy
• Etc. etc.
Employer Branding

Step 3 Data Gathering External Sources
• Corporate portals, job portals, professional networking sites
LinkedIn, social media, twitter, Facebook, Instagram, etc.
• Professional EB platforms like Glassdoor
• HR/Recruitment consultancy, services & research companies
• Proving insight, to understand expectations & aspirations of
current & prospective workforce
• Industry (talent) papers
• Competitor best practices
• Any external trends
Employer Branding

Employer Branding

Step 3 Data Gathering Engagement
Employer Branding

• Don’t rely on survey’s & data alone!!
• They are not a dialogue
• They are not fully engaging
• Ownership, recognizing & embracing EB is key for success
• Involve by dialogue & participation in EB/EVP building
Employer Branding

• Speak people to understand what matters to staff
• Interview key stakeholders, EB Ambassadors & focus
groups about main EB themes
• Ensure input representing your workforce diversity
• Prospects Talent with variety of backgrounds &
perspectives, incl. Passive Talent currently not engaged
• Read Between the Lines!
Employer Branding

• Speak / ask people who denied your employment offer
• Speak / ask Top Talent alumni what they are missing,
what they still highly appreciated about working for you
• Have sourcing specialists / recruiters tell what they
encounter when contacting Target Talent
Employer Branding

Step 3 What to ask about EB/EVP?
• What do you offer that your competitors do not?
• What do your competitors offer that you do not?
• Are you offering competitive pay & benefits?
• Which competitors successfully hiring your employees?
• Which competitors / top employers are you successfully
sourcing from?
• How does Top Target Talent rate you against your
competitors?
Employer Branding

Step 3 What to ask about EB/EVP?
• 3 words that best describe your Employment Offer
• What word should come first to mind about our EVP?
• What would you tell a friend about working for our company?
• What is greatest compliment the fiercest competitor would
have to pay your organization’s EVP?
• What is most frequent compliment from your workforce, new
hires & leavers ?
• What behaviours are most appreciated in your organization?
• Do you expect your workforce give similar answers to these
questions?
Employer Branding

Step 3 EVP Data Driven Input
• Making Total Rewards (Benefits & Perks) overview
• Analyse if/why they are/could be major differentiator
• Analyse how to ensure Total Rewards could support
your EVP strength
• Compare your offer with your competitor’s offer
Employer Branding

Step 3 Benefits & Perks Data
• Benefits are things which people need
• Benefits are non-wage compensation that supplements salary
• If not offered by employer, to be funded by employees selves
• Examples: Health insurance, retirement savings plan
• Perks are things that people like to have
• Perks make working more inviting & fun, “icing on the cake”
• Perks help employees to perform a job better
• Having free fresh food, lounge areas (gaming areas, ball pits), onsite
childcare, working anywhere, student loan debt reimbursement
Employer Branding

Step 4 Review/Analyse available data
• Analytics - data availability & quality
• Make EVP scorecard(s)
• Make both quantitative & qualitative analysis
• Insight in groups, functions, regions, business lines etc.
• Look beyond numbers for real insights
• Use verbatim comments of employees to get context to
numbers!
Employer Branding

Step 4 Analyse Internal & External data
• What is correlation between outcomes of internal
data & external data
• Comparing employee engagement surveys data with data of
– Glassdoor page
– Career website visitors
– Linkedin followers
– Twitter followers
– Facebook shares
– etc. etc.
Employer Branding

Step 4 Analyse EVP & Culture, Vision & HR
• Understanding of company culture, of values, pillars of
your business success
• Understanding relation between business vision &
HR/Talent Strategy
• Translating culture & values to What’s in it for Current &
Prospective Workforce
Employer Branding

Step 5 Develop, craft your EVP
• EVP not an end in itself !!
• For EVP with impact
– Create picture people recognize & can relate to
EVP matching perception of (prospective) workforce
– EVP grounded in what organisation can live up to
Ensuring your workforce can & will delivering your EVP
• The better, the more workforce engagement
Employer Branding

• Outline, write, proofread, rewrite, overthink, get
feedback, refine, share, monitor
• Involve Cross-functional team for more successful
outcome
• Face-test draft EVP
• Check EVP against your HR strategy, ensure alignment
• EVP tone & mood matching corporate & product brands
• Check EVP alignment with strategic objectives
• Define “final” EVP
Employer Branding

Step 5 EVP Employee involvement
• For recognition & commitment to bring EVP to live
Employer Branding

Step 5 EVP = Authentic also Perfect ?
• Don’t try too hard to seem perfect!
‒ How inviting to make impact in already perfect environment?
‒ How challenging is that?
• Be ambitious but realistic in positioning your
organisation
• Prevent socially desirable, non-differentiating statements
• Don’t pretend, no point painting rosy picture that’s
not reality
Employer Branding
70

• Be authentic or
riskcreatingmistrust&misleading, causing retention
problems
• Accentuate your positive, distinctive aspects
• Be proud!
Remember: What is normal for you, can be extraordinary
for others ….
Employer Branding

Step 5 Craft your EVP Realistically
• Be honest & able to live your EVP
• Example: your EVP is work-life balance & flexible working
• But when your managers insist everyone to clock in & out
at 8.30 and 17.00 each day, micromanage all work &
make employees jump through hoops to get time off
• You’ll create problems ….
Employer Branding

Step 5 Craft your EVP Realistically
• Enron had nice-sounding value statement based on 4
values:
‒ Integrity
‒ Communication
‒ Respect
‒ Excellence
• Turned out to be nice-sounding platitudes
• But ……. unable to deliver (starting at the top …..)
Employer Branding

Employer Branding EVP illustration
Step 5 Develop EVP you can proof
• When Promoting culture of career development
• Live up to your promise, be transparent about:
– Your Training Plans
– Your Training Budget
– Succession Planning
– Internal Promotions
– Coaching options
– Retention successes
– Etc etc.
Employer Branding

Empowerment, Development Opportunities
75
Employer Branding

76
Employer Branding

Development Opportunities
77
Employer Branding

78
Employer Branding

79
Employer Branding

Employer Branding EVP Check
Step 5 EVP A SUCCESS Check
• characteristics making the EVP "sticky"
• Attractive — gaining attention, relevant, meaningful
• Simple & Short — expressing the core, the essence of EVP
• Unexpected — grab attention by surprising content & offer
• Concrete — easy to grasp & remember
• Credible — authentic, realistic, recognized, believable
• Emotional — helping to connect, feel good about you
• Shareable — easy to turn into messages, stories & visuals
• Sustainable — useful for longer period of time
•Alexander Crépin AC@Recruitmentcoach.nl
Employer Branding

Employer Branding EVP Check
Step 5 EVP checklist, successful EVP (2)
• Check EVP delivery mechanisms are in place
• Is EVP aligned with business vision, mission, strategy &
values?
• Is daily delivery of EVP supported / enabled by existing
systems, policies, culture, processes & management style?
• EVP exemplifying your Corporate Brand to foster
consistency & ensuring employees are fully immersed in the
brand experience
Employer Branding

Employer Branding EVP Recognition Test
Step 5 EVP Face Test
• Check if EVP adequately articulates why to work for
you
• Test draft EVP with major in- & external Stakeholders
– Employer Ambassadors Group
– Board, senior management
– Major Hiring Managers
– HR Business Partners
– Recruitment/Sourcing Professionals
– Some sample groups from external market
– Recruitment Agencies
Employer Branding

Step 5 EVP visually supported
• Make it visually attractive & clear for making a lasting
impression
• People remember images 6 times easier than text
• People remember 80% of what they see, 20% what they
read
• Encourage workforce to contribute photos & videos
• Enable Instagram, Snapchat, Pinterest etc. for visual EVP
content
Employer Branding

Step 5 EVP visually supported
Employer Branding

Employer Branding Brand support
Step 5 EVP & Distinctive Elements
• Name: word or words used to identify a company
• Logo: visual trademark identifying a brand like Nike’s Swoosh
• Tagline or catchphrase: key of EB promise in just a few words
• Graphics: typically associated with your organisation or a group
like using for a Rock & Roll image
• Colours: T-Mobile Magenta, Heineken Green, KLM Blue
• Sounds: a unique tune or set of notes can denote a brand
Employer Branding
85

Employer Branding Brand Uniqueness
Step 5 EVP Unique, Different or ……
• Distinguishing company from competitors
• Distinct
• Not necessarily Differentiating
• No necessarily Unique
• All employers trying to be unique & different
• How credible can you be?
• More important: your clear key(s) to success!
• Attracting people who look for your distinct offer!
Employer Branding

Step 5 Is this Unique / Differentiating ?
• Offering free lunches, e-bikes, ping pong tables, doing
community welfare projects, etc.
• No uniqueness claiming to be like everyone else!
• Show that you don’t have perks for perks’ sake
• Explain & illustrate Why this perk is distinctive
part of your company culture/values!
• To position really distinctive & attractive
Employer Branding

Employer Branding EVP Attractiveness
EVP Uniqueness & EB Attractiveness
Great Place to Work Employee’s viewpoint
• Work arrangements Benefits & perks, flexibility, location
• Workplace basics Proper resources & tools, physical safety
• Career Opportunities Learning & development
• Business success Prestige of Brand
• Leadership style Supportive,enabling,knowledgeable&decisive
• Teamwork Collaborative,supportive,sharing,camaraderie
* Experienced & Envisioned benefits to work for you
Employer Branding
88

Step 5 EVP Benefits & Perks
Employer Branding

Step 5 Telling Why EVP is Distinct
Employer Branding

Step 5 EVP Benefits & Perks Why
• Zappos providing above-average customer service
• Zappos needs above-average happy workforce
• Zappos offering above average Benefits & Perks
‒ Above-average medical, dental, vision insurance coverage
‒ On-site wellness service
‒ Pet insurance
‒ Pre-paid legal
‒ 40% employee discount for those who love shoes and accessories
‒ Free food for breakfast, lunch, snacks, and breaks
‒ Monthly team outings
‒ Nap rooms to rest and rejuvenate for the remainder of the workday
Employer Branding

Step 5 EVP Unique, Different or ……
Employer Branding

Step 5 EVP Enabling Services
Employer Branding

Step 5 EVP Our Way or No Way ….
• ……. You cannot “install” new core values or purpose into
people. They are not something to “buy in” to. People
must already have a predisposition to holding them. …….
• …… Instead, the task is to find people who already have a
predisposition to share your core values & purpose. ……
• …… Attract & retain these people, and let those who
aren’t disposed to share your core values go elsewhere ….
Collins & Porrass in “Built To Last”
Employer Branding

Employer Branding EVP implementation
Step 6 Delivering your EVP
• Communicating what makes you a Great Place to Work
• Ensuring you’re actually offering a Great Place to Work
for defined Target Talent groups
• Challenge: Developing & maintaining the culture you
believe is key to your Great Place to Work
• Motivate, lead your workforce to live your Employer
Brand
• Empower workforce show & share what makes you an
EoC
Employer Branding

Step 6 Delivering your EVP
• Set targets / define SMART EB/EVP goals
• Define key metrics to monitor EVP efforts / investments
• Continuously explore where & how to improve, refine
EVP, Adopt & Adapt
• Monitor research & analyse Landscape/Market Dynamics
Employer Branding

Step 6 EVP & Market Dynamics
• EVP & Labour market & Business Dynamics
• Dynamic circumstances require Adopting & Adapting
without completely requiring new EVP development
• However Consistency of messaging & Core Values as
guiding principles is key to success, to have your message
stick
Employer Branding

Step 6 EVP Deliverance Monitoring
• How to monitor EVP progress/impact?
• Regular engagement surveys
• Quality & Quantity of Applications
• Gathering feedback from recently recruited employees
• Exit interviews
• Employee Advocacy quality & quantity
• Social media followers / newsletter / job alert requests
• Regular analysis of EB KPI’s
Employer Branding

Step 6 EVP Communication
• Make your EVP / EB visible
• Develop strategy for Communicating EVP
• Integrated: Internal & external
• 2 levels:
– Formal using online & offline communication touchpoints such
recruitment advertising, career website, social media, etc
– Informal, through behaviours & actions of workforce
throughout the business
Employer Branding

Step 6 EVP Communication
• Develop EVP communication Ideas & Concepts
• Develop relevant, interesting, engaging EVP/EB content
• Aligned to corporate & product/services Branding
• Aligned to HR strategy, policies & procedures
• To reach Current & Prospective Workforce
• Test ideas & concepts with target groups before being fully
executing
Employer Branding

Step 6 EVP as good as Execution
• EVP/EB could fail miserably if you don’t deliver your
promises
• Well operationalised EVP is key for successful EB
• Easier to influence perception as Great Place to Work
Enabling organic, targeted, engaging communication with
stakeholders & talent communities
• Guiding the management at all levels in developing a
Great Place to Work
Employer Branding

EVP as good as Recognition by Workforce
• Successfully delivering your EB / EVP
• Needs also workforce recognition & commitment
• Focus on internal buy-in & commitment
• Rationally & emotionally connected workforce
• Good EVP should help developing this connection
• Internal Branding crucial part of EB & EVP success
Employer Branding

Step 6 EVP & Workforce Ability
• The better EVP understanding, the better adopted & shared
• Ensure workforce knows & understands EVP essence
• Provide clarity about expected behaviour, experience
throughout employee life cycle
• Ensure workforce can & will be delivering the EB promise
• Ensure that EVP delivery mechanisms are in place
Employer Branding

Step 6 EVP Training & Coaching
• Train, coach & lead/manage in operationalising EVP
‒ All Managers, from board to team leaders
‒ EB Ambassadors
‒ Employees
‒ Recruitment Partners
• Essential workforce understanding of Why EB & EVP
are important for company success
Employer Branding

Step 6 EVP Training
• Have discovered how to play a role in EVP deliverance
• How to collaboratively make EVP deliverance a success
• How to promote the organisation as Great Place to Work
• How to authentically pitch your company & EVP so Target
Talent want to know more of it!
• Understanding power of Word-of-mouth as great way to
get people interested, especially for getting referrals
Employer Branding

Step 6 Delivering your EVP Check
• EVP delivery ability check Ask workforce following questions:
‒ What do you do for a living?
‒ Who do you work for?
‒ What does your organisation sell/produce/service?
‒ How successful are they?
‒ How long are you working there?
‒ Why do you like working there?
‒ Does your company regularly hire people if yes for what kind of jobs?
• If they can do that in line with EVP & corporate brand, you
have a baseline for strong EB
Employer Branding

Step 6 EVP & Employee Ambassadors
• Involve your Employer Brand Ambassadors to spread the
EVP word as front runners
• Showing the way for your workforce members
Remember:
• Engaged, informed & supported employees do because
they want to, not because they have to!
• EB sharing employees deserve your respect!
Listen to their feedback
Employer Branding

Step 6 EVP & Employee Storytelling
• Empower Employees, they already increasingly sharing
their stories on social media
• Also about their working life, shining a light on your company
(Personal Branding = Employer Branding)
• Invite & enable employees using also corporate blog & social
media to share experiences
‒ Develop Formats
‒ Provide Video & Photo options
‒ Publish workforce interviews in corporate blog
Employer Branding

Step 6 EVP by Storytelling
• Storytelling perfect for authentic EVP communication
• Develop interesting stories to illustrate your EVP,
portraying your Great Place to Work
• Simple, easy to understand & to reproduce
Remember
• What is normal for you could be extraordinary for others
• If you believe your company is boring, best storytelling won´t help you!
Employer Branding

Step 6 Deliver your EVP with Stories
• Introducing jobs & insight in “normal working day”
• Showing why your people like their job & working for you
• Present insight into the working environment
– work
– dealing with colleagues
– work-life-balance
– company location, report positively about the place when in less
popular places
Employer Branding

Step 6 EVP Delivery Story Themes
• Company Purpose & Community involvement
• Culture, Values & Believes guiding day-to-day working life
• Learning opportunities & Thought Leadership
• Investments in Career, Professional/Vocational & Personal Development
• Flexible working arrangements, work-life-balance
• Teamwork & Collaboration
• Innovation, Tech & Tools
• Successful Business Performance
• Social events
• Territory, global, regional, national, local presence
• Location / condition of office premises, Ambiance
• Benefits & Perks
Employer Branding

Step 6 EVP Delivery, Less is More
• Amount of recruitment content is truly overwhelming
• Candidates can’t absorb it all & are confused as to which
one to consume
• Most of such content is never consumed
• Setting in priorities in EVP/EB communication is a must
• Develop EVP strategy with this in mind!
Employer Branding

Step 6 EVP internal promotion
• Integrated Employer Branding : Internal & external
• Internal Branding (IB): promoting EB/EVP internally
• Some basic IB options
‒ Create EVP Documents / Brochures to download or forward
‒ Career website with testimonials, photo’s, videos, blogs
‒ Screen saver for every day the EVP message to become top
of mind
Employer Branding

Step 6 EVP & Aligned online presence
• Ensure your EVP/EB messaging on various platforms
is the same / consistent
‒ company career page
‒ about page
‒ external recruiting sites
‒ any corporate social media sites
• Ensure prospective candidates don’t get mixed messages!
Employer Branding

Step 6 Deliver your EVP, Speak & Hear
• Allow for two-way communication
• Interaction with (prospective) workforce to engage better
• Encouraging meaningful conversations between Target Talent
& current workforce, using your social media
• Blogging, Q&A, Forums etc.
• Enable candidates to see what it will be like to working for you
going beyond sharing pictures & videos
• 2-Way communication is essence of WEB 2.0, of social media
Employer Branding

Employer Branding Experience
EVP Delivery & Recruiting XP
• Recruitment process itself is not the driver of strong EB
• Candidate Experience/Journey plays very important role
• Talent Relationships develop by direct, actual experience
but … EB can be damaged by lousy experience
• Especially as usually more people are rejected than hired
……
Employer Branding
123

Step 6 Deliver your EVP by Face time:
• Let Prospective Workforce know & experience they are
more than just a paper resume
• Take time to personally reach out to (Top) candidates
• A simple Hello or word of Encouragement regarding their
interest will go a long way!!!
• By an authentic human experience people won’t even worry
that they didn’t get the job
• They will appreciate it & recommend your Employer Brand
Employer Branding

Employer Branding EVP Example
Employer Branding

Employer Branding EVP Example
At Campbell's, we believe that all of our employees
have the ingredients to be extraordinary & ability to
bring our EVP to life by making a difference every day
Employer Branding

Employer Branding EVP Examples
EVP & Employer Brand Essence
• Empower EVP with Employer Brand Tagline (EBT)
• EBT unifies EVP in a distinctive, memorable & succinct
statement
• EBT ideally conveying a key aspect of your core EB/EVP
• To be used in job advertisements, posters, billboards, social
media, career site
• EBT should be much more than making a catchy phrase
Employer Branding

Employer Branding EVP Examples
EVP & EBT examples
• At Goldman Sachs, you will make an impact
• A thrilling experience. Inspiring company. School of excellence.
– L'oreal
• Do cool things that matter – Google
• Amaze yourself. Amaze the world – Apple
• Imagination at work – GE
• Find Your World – Marriott
• Shape the future of sport – adidas group
• Love where you live, love where you work – Lowes
• Find your Future. Make it Matter – HP
Source: http://www.blogging4jobs.com/hr/employer-brand-tagline-need-one/
Employer Branding

Employer Branding EVP EBT Example
Employer Branding

Employer Branding EVP EBT Example
EVP & Employer Brand Essence
Employer Branding

Job Branding EVP EBT Example
146
JobBranding

147
JobBranding

148
JobBranding

Talent
Acquisition
Attract AppointAssessStrategize
Employer
Branding
149
Employer
Brand
(EB)
Employee
Value
Proposition
Brand
Alignment
EVP
EB Tagline
EVP
Intangible
Attributes
EVP
Daily
Deliverables
EVP
Tangible
Attributes
Internal
Branding
External
Branding

Employer Branding People key to success
Paradigm for investing in EB
• Why invest in EVP, in EB, in HR?
• Human Capital the engine driving organisation’s value
creation
• HR being the cornerstone of competitiveness,
growth, productivity & stakeholder engagement
Employer Branding
150

Employer Branding
Employer Brand & Branding success
• It should be nothing more than becoming a Great
Place to Work
• Great Place to Work is
‒ about a fantastic culture, Talent Relationship based
& in which people excel, feel valued & fulfilled
‒ talked about with pride, not just internally, but in
target talent communities, at competitors & by
customers!
Employer Branding

Employer Branding Talent Relationships
EB & Talent Relationship Development
The Talent Relationship you offer in a Great Place to
Work means
In modern, contemporary HR is changing
• HR no more about Human Resources
• HR is about Human Relationships!!
Employer Branding

OK or not?

Employer Branding
in a global talent landscape
Explained
See also Part 1, 2 & 4
155
Alexander Crépin
recruitment strategist, coach & trainer
freelance, interim recruiting & management

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Employer Branding EVP Explained

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