To ensure that engagement and recruitment messages are indeed relevant, inspiring and actionable, an employer brand needs to be developed from one primary source: the experiences of your employees. What is an employer brand? An employer brand is the brand promise and the brand attributes expressed in what talent experiences, thinks, feels and shares about your organization as a place to work. In short, your employer brand is your story of what it’s like to work at your organization. A strong employer brand will: Increase employee engagement, Improve talent acquisition and retention performance, and Cut the cost of talent.

1. Our approach to
making employer
brands stronger.
e believe that your talent is more receptive to engagement
and recruitment messages than they’ve been for a long time. But we
also believe that your talent will independently gather information,
form opinions and validate their beliefs resulting in employer brand
impressions. Once those impressions are made, it’s hard to change
them. Therefore, we advocate that engagement and recruitment
messages contained in your employer brand be immediately relevant,
inspiring and actionable.
To ensure that engagement and recruitment messages are indeed
relevant, inspiring and actionable, an employer brand needs to
be developed from one primary source: the experiences of your
employees.
What is an employer brand?
An employer brand is the brand promise and the brand attributes
expressed in what talent experiences, thinks, feels and shares about
your organization as a place to work. In short, your employer brand is
your story of what it’s like to work at your organization.
A strong employer brand will:
• Increase employee engagement,
• Improve talent acquisition and retention performance, and
• Cut the cost of talent.
W
A L O O K I N S I D E A CLOSER LOOK: EMPLOYEE
ENGAGEMENT
IMPACT OF DISENGAGED
IMPACT OF ENGAGED
THE DAVID GROUP’S APPROACH
TO EMPLOYER BRAND
DISCOVER
INVENT
DELIVER
DavidGroup.com Advertising | Marketing | Digital | Employer Brand | Talent Technology | ©2014 | Page 1

2. Why is employer branding important
now?
One reason is that workers are interested. They
are interested in their current work and they are
interested their future work. In fact, 71% of the
U.S. labor force is on the job market. And, 51% of
employed workers are either actively seeking, or
are open to hearing about, a new job. (Jobvite,
2014)
You work tirelessly to recruit new talent and to
engage and keep the critical talent you already
employ. Your competition is recruiting your critical
talent while working to keep theirs. A stronger
employer brand – one that tells your unique
and compelling story – gives you a competitive
advantage by connecting with the talent that is
interested.
Our Approach to Employer Brand:
Discover, Invent and Deliver
Our approach to employer branding takes three
distinct phases: Discover, Invent and Deliver. Each
step builds upon each other. Discovery is essential
to building a solid foundation for strengthening
your employer brand. Invention expresses the
employer brand promise, brand attributes
and employee value proposition that tell your
employer brand story. Delivery is execution of an
action plan to activate your employer brand.
DISCOVER
Among the items to consider in this phase:
• Stakeholder Interviews
• Focus Groups
• Employee Engagement Data
• Communications Audits
• External Brand Alignment
• Culture, Mission and Values Alignment
INVENT
Among the items to consider in this phase:
• Employer Brand Promise
• Employer Brand Attributes
• Employee Value Proposition
• Creative Design Expression
• Strategic Communications Planning
DELIVER
Among the items to consider in this phase:
• Employer Brand Architecture
• Integrated Communications
• Certified Brand Ambassadors
• Customer Experience and Employer
Branding
Our approach to making employer brands stronger.
DavidGroup.com Advertising | Marketing | Digital | Employer Brand | Talent Technology | ©2014 | Page 2
DISCO
V
ER
Executive
interviews,
focus groups,
engagement
surveys
Brand
promise,
brand attributes,
employee value
proposition
Employer brand architecture,
brand ambassadors,
customer focus
I
N
VENT
D
E L I V E R
The David Group is a leader in healthcare recruitment advertising, marketing and communications.
We work with clients to help them find, attract, engage and keep talent. Our services include advertising,
marketing, digital, employer brand and talent technology.
We know what works.