Employer branding

The package

We start with some data; either from some internal surveys, employee focus groups or employer branding rankings if you have these. If you don’t, we’ll explore the best option to create this foundation.

The next step; identifying how your people perceive the strengths and values of your company in combination with the desires of the future workforce on the outside.

This process leads to a suggested messaging house – a series of messages coherent with the firm’s identity and unique enough to resonate with your audience. To finish; an exploration of touchpoints and channels available to leverage this new campaign.

Typical scenarios

  • An ESS is a really good way to get valuable feedback. If done right, it can provide leaders with some really useful input from their workforce, AND some fuel for their employer branding campaign. But it also carries the risk of feedback-fatigue, fear of reprisal, or skewed results. ESS is a carefully designed process which I tailor to your company’s needs.

  • The corporate brand is the public face of the organization - it talks to the people who buy and use your products or services. The employer brand is all about employee experience - what it feels like to work in the organization, the benefits, the culture, ; different messages for different audiences, requiring a separate and unique process.

  • There are loads of available metrics to choose from, for example candidate profiling, open applications, career page analytics, social engagement, employee referral rates, or candidate NPS. I help to focus the scope, explore the information sources available and collate the data for you to use as a base.

  • No matter who owns the duties of developing and growing your employer brand, it’s imperative to remember that employees are doing most of this branding work for you: and start with them. If your company work environment and culture aren’t healthy, your job is work on that first. If you already have a great company culture, then you’re in a good spot to amplify it and together we start from there.

Why Konsult?

Reputational work essentially lies with people; what they know of you, what they think of you, and what kind of connection they have to you. I designed and executed research for 12 years, which means gleaning people’s opinions is second nature to me, but actually I believe my real strength is this topic is a combination of three things: team leadership (what drives employee loyalty?), corporate communications (how and where to reach your audience?) and data analytics (how to root employer branding in data?).