How can you make your employer brand compelling?

Don't forget to add the emotional aspects to you EVP as well. This is being clear on how you want people to think, feel and act as a result of being part of your organization. Crafting a strong emotional proposition is critical to making genuine connections and creating a sense of belonging.

Employer branding begins the moment a candidate steps into the interview room and extends well beyond the offer stage. When comparing offers from established Tier 1 organizations to younger companies, culture becomes the ultimate differentiator. A compelling culture not only sells the company but also influences a candidate's decision-making process significantly.

Elevate your origin story, mission, and organizational values—but don’t stop there. Make it personal: Showcase examples of building culture and creating community within your company and with the people you serve. Storytelling that highlights how employees carry out your mission and live your values is extremely compelling.

A lack of real evidence and examples is where most employer brands fall short. All talk and not enough action. When creating the employer brand think about how you want to show the end to end employee lifecycle. Use real people from diverse roles, teams and functions to show case real outcomes and impacts. Make your stories real and truthful. Avoid slick marketing gloss without any reals soul. When there have been gaps, threats and risks how has the organization found solutions working in partnership with its people. Ideally your employer brand must stand alone in its own distinct category and not fall victim to the comparison disease.

Whatever communication channel you use it's going to be dependent on the following: - the behaviours of the market you are wanting to reach - how key markets want to engage with you - the specific outcomes and impacts you want to see from this engagement - what narratives you are wanting to tell the market - how you are wanting to change people's perceptions of the organization - how you are wanting to position the organization in the market - what CTA you want from specific action

To make your employer brand compelling, focus on showcasing the unique aspects that make your company an exceptional place to work. Highlight upon vibrant company culture, opportunities for professional growth, and the meaningful impact employees can make. Incorporate authentic employee testimonials and success stories to add a personal touch. Emphasize the inclusive and supportive work environment, and consistently communicate your company's values.

Employer brand needs to be measured not only at the time of recruitment but at all key touch points across the lifecycle of the employee. Till the time of exit. How employee's are perceiving the value of the brand can influence future career decisions. Make sure it is a key part of - one on one employee check ins - team catch ups - when you are designing and updating personalized learning and development plans - when you are creating and updating succession plans It's always evolving and therefore needs to be incorporated into regular communications across roles, teams and functions.

Employees come for the brand you established. Depending on the values and messages your company conveys externally, you'll attract employees who relate. Important to stay authentic here and watch for gaps between the desired company culture and values and the actual state of things. If there is a mismatch between the public image and the internal climate, your employee satisfaction rates and retention will be low.