Like any successful marketing campaign, your employer branding strategy requires good data. Developing a strong employer value proposition (EVP) is partly a creative exercise informed by fresh ideas, but it should also be based on solid research. After you’ve collected your data, identify the key insights and translate them into a format that’s easy for other people in your organization to digest. The following outline is useful for performing this high-level review:
- Employer brand objectives
- What are we trying to achieve?
- What are the corporate brand parameters that we need to work within?
- What are our priorities (attraction, engagement, retention, and so on)?
- Organization capability needs
- What key capabilities does the organization need to reinforce and build?
- What other aspirations does leadership have for our employer brand?
- Key target audiences
- Whom do we most need our employer brand to appeal to?
- How much variation do we need to account for among our target groups?
- Current external reputation
- How familiar are people with our organization?
- How are we currently seen in terms of image and reputation?
- How accurate are these perceptions?
- What is our relative position to key talent competitors?
- How, if at all, are we perceived to be different?
- Current employee experience
- What are our current levels of employee engagement and advocacy?
- How are we rated as an employer by our current employees?
- How do our scores compare with relevant industry and high-performance benchmarks?
- How much variation is there between different parts of the business?
- Attraction and engagement drivers
- What most attracts our target audience to a new employer?
- What are the key factors driving employee engagement and retention?
