Caroline Hill and Simon McLoughlin, Directors from Creed Communications present ‘Bringing your employer brand to life’. You’ve worked hard to define your EVP’s, so how do you promote your Employer Brand through the full employee lifecycle so that it: • Makes you stand out from the crowd in your attraction comms • Increases your conversions during the candidate journey • Helps align behaviours and increase productivity/engagement with your existing people • Creates brand advocates inside and outside your organisation We’d like to share with you some examples of where this has been achieved and give you some hints and tips how we’ve overcome some of the obstacles to building award-winning brands.

1. Nice to meet you!

2. Bringing your Employer
Brand to life
An interactive session !!! ;-)

3. “An authentic promise that’s consistently kept
- a truth well told.”
What’s an Employer Brand?

4. Campaign Specific Tactics
Generic Brand Assets
People
Promises
Performance,
Culture & Value /
Behavioural alignment
People Deal
Your Employer
Brand
How people feel about you as a current or potential employee - your internal and
external employer reputation.
The psychological contract - a single statement capturing what you expect and
what people can expect from you.
What makes you different/better than/to your talent competitors? Culture,
Values, Rewards, Development, Opportunity etc. Remember to tell the
truth well!
Your Careers sites, Social Media, ERP, PR, ATS & Candidate
comms, Recruitment process, Internal Comms, Rewards &
Recognition, Performance reviews etc.
Role/Audience specific proposition-led campaigns
supporting/supported by EVP’s for specific skill sets
or departmental needs.
Brand building blocks

5. The Employer Brand journey
What can &
should you say
How and where
should you say it
Creating your
brand
ambassadors
Saying it
consistently &
positively
How well you are
making and keeping
your promises?

6. Discover - understanding the four crucial elements
Internal
ExternalContext
Future
Internal - current employee experience
External - your employer reputation
Future - leadership & business goals
Context - competitor/talent landscape

7. So how do you
bring it to life?

8. When is it felt?
The four C’s
ConsiderConsider CommitCommit ContributeContribute CommendCommend

9. When is it felt?
The four C’s
ConsiderConsider
This is the phase when people first consider
joining you, and they first encounter your
propositions and messages. Here potential
candidates will make direct comparisons
between you and your talent competitors.

10. Our thinking
Celebrate what defines you
Know your audience
Be authentic
Make it interactive and innovative
Target passive and active jobseekers
Be confident, bold and creative
Be expansive in your media selection
Use social media to engage and tell stories, not just to advertise
Consider
ConsiderConsider

11. When is it felt?
The four C’s
CommitCommit
As the audience commit to becoming applicants, the
candidate experience and journey become crucial.
Your brand and messages should evolve as the
candidate journey continues, and feeling the brand
through the recruitment process should enable
applicants to self-screen and deliver pre-engaged
candidates.

12. Our thinking
Build an interesting and user-friendly site
Continue to be interactive
Use technology
Don’t over automate
Evolve your propositions to keep candidates motivated
Introduce values and culture messages
Tell stories
Open up your environment
Build the understanding of your brand during on boarding
Commit
CommitCommit

13. When is it felt?
The four C’s
ContributeContribute
You and your employees should now be living the
brand and the People Deal - understanding what
you expect from them and what they can expect in
return. Therefore, the employee experience of
Internal comms, Management style, Reward and
recognition, L&D, Performance management and
all other touch-points should positively reinforce
the brand.

14. Our thinking
Bring your values to life - I remember, then I understand, then I behave
Celebrate what’s great about working here
Live your People Deal through Internal comms
Share stories about how everyone is keeping the People Deal
Embed your Employer Brand in Performance Management and L & D
Showcase skills development and career progression
Contribute
ContributeContribute

15. When is it felt?
The four C’s
CommendCommend
At this stage your employees (past and present) will be
making high quality candidate referrals, your
engagement scores will be higher and productivity will
have increased. You will now have Employer Brand
Advocates, and it’s time to measure and improve.

16. Our thinking
Engage senior leaders as brand ambassadors
Launch a referral programme that reinforces your Employer Brand
Get creative with reward mechanisms
Make it about more than money
Use technology to make it easier… (for everyone!)
Educate third party recruiters
Encourage alumni to be advocates
Have some fun
Commend
ContributeCommend

17. Thanks for listening