Employer Branding & Employer Value Proposition (EVP) Development

We're ardent advocates when it comes to employer branding and the important role it plays in ensuring consistent and compelling recruitment and internal communications. CKR’s experience covers everything from employment brand refresh projects to comprehensive Employer Value Proposition (EVP) and brand strategy programs. Far more than a tagline or campaign, a true employer brand happens when thoughtful research and analysis are used to "uncover" (as opposed to "create") the brand elements. Our brand strategists can map out a relevant and meaningful mix of research activities that will deliver the strong foundation needed to bring your organization's employment offering and brand identity to life in a compelling — yet authentic — way.

Why employer branding?

There are numerous reasons (higher quality candidates, improved offer acceptance rates, distinction from competitors, etc.) that companies invest in employer branding, but the primary need is always the same: do a better job attracting the top talent needed to realize business and organizational objectives.

All of CKR's branding work is grounded in research and designed to reflect the perceptions of current employees, resonate with the "right" talent, emphasize the most appealing attributes of your employment experience, and distinguish your messaging and creative strategy from the competition. Thus, it's one of the most important long-term investments you can make when it comes to improving your recruitment marketing outcomes.

What role does an Employer Value Proposition (EVP) play in a branding strategy?

Simply put, an Employer Value Proposition (EVP) is an articulation of who you are as an organization and what you offer to employees. This written articulation, which can only be arrived at through a combination of research activities and validation across the employee population, can be used to drive many HR-related initiatives, including employment brand messaging and creative direction. Not sure if EVP is right for you? No worries — that's what we're here for. We'll talk you through the various considerations to determine the relevance of an EVP to your organization's talent acquisition and management goals.

How can I measure the effectiveness of my employer brand?

Measuring success is an essential component of your employer brand program. We work with you early on to identify what we want to measure and how it can be measured. This involves establishing benchmarking data early on so that you have an accurate set of metrics to compare with post-launch results. Specific measurements (increases in qualified applicants, referrals, hires, offer acceptances, etc.) may vary from employer to employer, but the approach is always structured to provide insights regarding the brand’s ability to affect awareness as an employer, improved candidate quality and better alignment between candidates and the company.

While the organization’s existing tracking capabilities play a major role in determining what’s possible, CKR also offers custom approaches to measuring brand effectiveness through primary research activities such as focus groups and online surveys. Still working to implement a tracking system for your organization? We also have an experienced analytics team that can help.

How long does it take and what does it cost?

Well, that depends on a number of factors such as your organization’s current employer brand status and your recruitment marketing goals. Do you need to address a global audience? Are there target populations that require unique considerations? Is validation of the messaging and concepts essential to the adoption and success of the brand within your organization? Typically, CKR’s baseline employer branding programs begin at $45-$50K and take roughly 10 to 12 weeks to complete. Global efforts or those that involve the development of an Employer Value Proposition (EVP) will require more time and, thus, a greater investment. The good news is that we’re here to help you determine the best approach given your needs, budget and available resources.

How do I get started?

The easiest way to get started is to contact CKR today. We’re here to listen and ask the right questions in order to quickly provide you with an assessment of how we can help and the approach we recommend to ensure you get the most out of your employment branding investment. In addition to a realistic budget for the initiative, here are some things to consider in preparation of our discussion:

  • What factors (company growth, new product launch, merger, increased competition for talent, etc.) are at the heart of your organization’s interest in employer branding?
  • What is the current status of your consumer brand and how do you see it influencing the employer brand?
  • Are there existing materials (employee surveys, exit interviews, prior employer brand research, etc.) that we can leverage and what detail can you share at this time?
  • Are there any upcoming company initiatives (recruitment and/or business) that we should know about?
  • Who in your organization are key stakeholders who will play a critical role in the successful development and deployment of the brand?

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