How to go from EVP to an Employer Brand

 

Many HR departments spend a considerable amount of time, effort and resources to define their EVP (Employee Value Proposition) but are either unsure of what to do with it or they are unable to really  communicate that effectively.

Here's a step by step guide to leverage your EVP and convert it into an effective Employer Brand. Of course, this is an incredibly generic approach, and would need to be customised depending on your company's current reality and business objectives. Reach me on Linkedin if you want to know how I can help

Step 1: Analysis

Identify Target Talent Segments in each category you want to attract, based on:

i.             Demographics

ii.             Education

iii.            Role/Position

iv.           Current Employer

    Identify where the above talent segments can be reached and the appropriate message and media to use to build an awareness of your company, its culture, the various building blocks of the EVP. Leveraging candidate personas can be an incredibly powerful tool in building them.

 Step 2: Crafting the messages

Work along with your Marketing/Corporate Communication teams/external agency to identify employee stories that exemplify the various parts of the EVP. Work with design agencies (or internal design team if you have one) to make images, infographics and videos of the identified stories. 

Undertake a dipstick test to evaluate the efficacy of the content and messaging.

Step 3: Delivering the message

Organic

1. Draw up a content calendar and wotk with internal communication teams/external partners on which content wil be posted when. Leave room for flexibility for impromptu moments

2. Draw up an Employee Advocacy plan to spread the stories across various networks by leveraging your existing employees' reach. 

Inorganic

Draw up a social media advertising campaign to reach identified target groups, experiment, look at what's working and 

 Step 4: Tracking Metrics

Some of the metrics that could be tracked are:

1.            Increase in LinkedIn and Twitter followers and YouTube subscribers. These are, to repeat, just indicative. They might differ depending on the target talent segments.

2.              Engagement of each post on each network (views, comments, likes)

3.             Increase in number of hits to your career website

4.            Growth in application numbers

Points to remember

This is a very simplified guide and would need to be customised to the needs of your company. Each of the above sub-steps are also quite detailed and would need to be planned and executed depending on the maturity of your organization. and if you would want me to consult with you reach out to me on Linkedin.