The document outlines strategies for building a strong employer brand to create a differentiated workplace that attracts and retains top talent. It emphasizes the importance of understanding current employer perceptions, developing an employer value proposition, and optimizing the employee experience through onboarding and appreciation programs. Daggerfinn offers solutions in employer branding and recruitment marketing to enhance engagement and reduce turnover costs.

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BUILDING A
DIFFERENTIATED
WORKPLACE
COPYRIGHT © DAGGERFINN 2020. ALL RIGHTS RESERVED.
BECOME A COMPANY YOUR EMPLOYEES
CAN’T LIVE WITHOUT

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We’ve all heard the cliché that you’re only as good as your weakest team player – and the
profound impact a negative work experience can have on productivity, sentiment, and growth
for an organization. But what still requires much attention are the actions and strategies
business and human resources leaders must take to establish differentiated employer brands
and, as a result, a differentiated workplace. While new technologies have disrupted the way
we identify new talent, recruit new candidates, and look after our staff, one thing is steadfastly
unchanging: companies with the most engaged workforces and systems that attract brighter,
better talent with each recruiting cycle win the day.
What does that mean? Building an employer brand that is relevant, authentic, and speaks to
the heart of the talent you have - and need - is still the gold standard for business, human
resources, and marketing leaders wanting to drive growth through human capital.
DEAR READER,

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AT DAGGERFINN,
WE BELIEVE THAT THE
STRONGEST EMPLOYER BRANDS…
A R E T H E O N E S T H A T A R E R E L E N T L E S S L Y R E L E V A N T ,
M A K E A R E A L D I F F E R E N C E T O E M P L O Y E E L I V E S , A N D
T H O U G H T F U L L Y F A C T O R I N T H E R E S O U R C E S
A V A I L A B L E T O Y O U R O R G A N I Z A T I O N T O D A Y .

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$4,723How much more an employer will
need to spend to convince a
candidate – to overcome a less
than stellar employer brand.

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WE HELP COMPANIES…
We unlock growth through employer branding & recruitment marketing
Attract the talent they need
Optimize cost-per-hire (CPH)
Reduce employee turnover
Compete for greater talent
Improve employee engagement
Enhance the employee experience
Develop employee appreciation programs
Establish an employer value proposition (EVP)
Become a great place to work

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TO BUILD A THOUGHTFUL,
POSITIVE EMPLOYEE EXPERIENCE
Y O U M U S T H A V E T H E A P P R O P R I A T E
I N F R A S T R U C T U R E I N P L A C E T O P R O M O T E C U R R E N T
A C T I V I T I E S , H I G H L I G H T D I F F E R E N T I A T I N G F A C T O R S ,
A N D S T A N D O U T A S T H E B E S T P L A C E T O W O R K I N
Y O U R I N D U S T R Y
H E R E ’ S H O W

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EVALUATE YOUR CURRENT
EMPLOYER BRAND
S T E P O N E
ESTABLISH A BASELINE FOR YOUR
ORGANIZATION’S CURRENT STATE.
Conduct interviews with business
leaders and key executives.
Circulate a comprehensive employer
branding survey to all employees
Develop a word cloud encompassing
all the ideas and perceptions of your
organization’s current branding
Do your best to solidify your
organization’s current employer
brand in a one sentence statement

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10%A negative employer brand means
a company will pay at least 10%
more per hire than competitors
with a better perception.

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ESTABLISH AN EMPLOYER
VALUE PROPOSITION (EVP)
S T E P T W O
DEFINE AND CIRCULATE YOUR
NEW EMPLOYER BRAND IDEA.
Leverage survey data and executive
input to define tomorrow’s desired
branding outcome
Build digital assets, web pages, and
physical collateral designed to
inform employees, customers, and
future employees of your new EVP
Circulate a survey to all employees
gathering feedback on EVP standing
and understandability

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69%of employees are more likely to
stay with a company for at least
three years after a great
onboarding experience.

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ANALYZE & OPTIMIZE YOUR
ONBOARDING PROCESS
S T E P T H R E E
A GREAT EMPLOYEE ONBOARDING
EXPERIENCE STARTS WITH THE
VERY FIRST STEP OF RECRUITMENT
MARKETING – THE JOB
DESCRIPTION – THROUGH THE
FIRST 90 DAYS.
Analyze your current interviewing
and recruitment process – are there
areas for improvement?
Develop new interview questions
designed to address your new EVP
Ensure the onboarding process reflects
the values of your EVP – provide
support to frontline staff conducting
orientation and onboarding.

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UNDERSTAND & MONITOR
YOUR BRAND REPUTATION
S T E P F O U R
STAND UP THE REQUISITE BRAND
MONITORING TOOLS TO ENSURE
YOUR ORGANIZATION ALWAYS
HAS AN UNDERSTANDING OF ITS
EMPLOYER BRAND PERCEPTION
OUT IN THE WORLD.
Choose and stand up social and
brand monitoring tools
Develop a post-interview survey to be
distributed to select individuals who
pass through your recruitment process
Establish regular meetings with key
executives and stakeholders to
discuss employer brand standing

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71%of job candidates leverage social
media to vet out a company
prior to accepting an offer.

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BUILD OUT LEARNING &
DEVELOPMENT PROGRAMS
S T E P F I V E
INVEST IN YOUR WORK FORCE BY
PROVIDING ACCESS TO LEARNING
& DEVELOPMENT PROGRAMS THAT
ARE MUTUALLY BENEFICIAL.
Identify multiple tracks / buckets of
learning opportunities that your
work force will be encouraged to
take part in
Develop employee development
plans designed to track and monitor
everyone's progress
Publicize all learning and
development programs and
opportunities via digital channels

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$49,000,000
The amount of money turnover
due to lack of growth
opportunities costs the average
US company annually.

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DEVELOP EMPLOYEE
APPRECIATION PROGRAMS
S T E P S I X
LEVERAGE AUTHENTIC, EVP-
DRIVEN INSIGHTS TO STAND UP
EMPLOYEE DEVELOPMENT
PROGRAMS WHICH ENCOURAGE
POSITIVE WORKPLACE BEHAVIOR
BUT ALSO ENCOURAGE PASSION
PROJECTS AND OUTSIDE-OF-
WORK ENDEAVORS
Develop several tracks for diverse
employee appreciation – giving your
workforce options to pursue
recognition on their own tracks
Establish awards and ceremony
structure to call out employees and
highlight successes aligned with EVP

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$7.6MM
A company with 10,000
employees will spend $7.6 million
in additional salaries to make up
for a poor employer brand.

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STAND UP A SOCIAL SHARING
INFRASTRUCTURE
S T E P S E V E N
DRIVE EXTERNAL RECOGNITION
AND AWARENESS BY LEVERAGING
SOCIAL SHARING AND SOCIAL
MEDIA CONTENT INITIATIVES.
Analyze your organization’s current
state across social media marketing
and content sharing
Identify your organization’s
strongest capabilities on one or two
social platforms – and focus there
Circulate social sharing instructions
and encouragement to all employees
while equipping HR and marketing
with appropriate resources

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ESTABLISH A CONTENT
PUBLISHING CADENCE
S T E P E I G H T
A GREAT EMPLOYER BRAND IS
ONLY AS GOOD AS THE
AWARENESS IT CAN GENERATE –
HENCE, PUBLICITY & CONTENT ARE
CRUCIAL TO EVP RECOGNITION.
Develop and implement a
comprehensive content calendar –
populate a shared calendar across
HR and marketing with key dates
Stand up appropriate content channels
on company digital assets while
developing a PR acquisition strategy
Invest requisite resources in
multimedia content creation – at
least initially – to establish the
benchmark for quality

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LET’S TALK
Want to know more about DAGGERFINN or our employer branding and
recruitment marketing solutions? We’d love to sit down and talk about how
we can help you build a company your employees can’t live without.
P L E A S E C O N T A C T U S T O D A Y .
Kane Carpenter
Director, DAGGERFINN
Kane.carpenter@daggerfinn.com
Tel: (216) 672-0660
COPYRIGHT © DAGGERFINN 2020. ALL RIGHTS RESERVED.