Employer Branding & Employer Value Proposition (EVP) Development

The expert guidance you need to uncover — and communicate — your employer brand.

Every employer has a story to tell about the experience it offers to current employees and potential candidate — that’s your employer brand. It’s shaped by your employer value proposition (EVP), which covers everything from your culture and your people to your benefits and rewards. To be effective, you need to identify how the different EVP elements come together and tell a compelling — and authentic — story about why someone should work for your organization. That’s where we come in.

Why employer branding?

Effective employer brands help attract and retain talent. They do this through differentiation and focus. And by addressing what’s most important to current and potential employees, particularly as candidates are more sophisticated than ever — 74% of Glassdoor users are more likely to apply to a job if the employer actively manages its employer brand. Companies with strong employer brands see a 43% decrease in cost-per-hire. Attract more candidates, engage employees and save money by getting started on your employer brand today. (Sources: Glassdoor, 50 HR and Recruiting Statistics for 2017, LinkedIn, Talent Brand Index, 2015).

How we work with you

When it comes to employer branding, we believe research is king. You can’t create an authentic and compelling brand if you’re missing key insights about your company and your audience. That said, we’re about guidelines, not rules, so we prioritize program components based on your situation. Already have enough research to fill a storage unit? Then we won’t propose more unless it’s necessary for success. Because working with CKR means fewer rules and more solutions customized to you.

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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