EVP & Employer Branding
In today’s competitive talent landscape, having a compelling Employer Value Proposition (EVP) and employer brand is not just a nice-to-have; it’s essential. It’s the backbone of your organisation’s identity and reputation.
And nowadays employees expect far more from their employers than ever before, making it even more important.
But building a captivating EVP and employer brand that resonates with your target talent pool is a challenging task that requires deep insight, creativity, and strategic thinking.
That’s because it’s the top-level framework to which everything else – from recruitment advertising to your internal mobility systems – must connect.
Not only that, but it’s extremely difficult to marry up your external brand and communications with how you engage with your existing staff.
That’s where we come in. We partner with HR teams to help develop a robust EVP and employer brand that reflects your culture, values, and unique selling points as an employer. We help you articulate the promise you make to your employees – clarifying what makes you stand out, why talent should join, and what they can expect from being part of your team.
We explore changing user behaviour by finding creative and technological solutions to tell your story – and an effective EVP is at the very heart of this.
With our support, you will not only attract the right talent but also retain and engage them more effectively.
CANDIDATE QUALITY
A strong people brand and recruitment communications strategy is one of the best ways to bring prospective candidates through your door who are in-tune with your company values and motivated by your employer offer.
Retain your talent
Your people brand ties your communications together, guiding how you talk with internal and external colleagues. It doesn’t just help attract candidates, your EVP gives existing employees subtle reminders about why they joined, why they work here, and why they should stay.
Engage your Workforce
When employees are connected with your mission, through a strong employer brand, their work is given a greater purpose and they’re more invested in the wider company’s success. Syncing up the brand’s and your employees’ goals encourages them to work-hard and be advocates for the company.
An effective EVP & employer brand strategy can enable you to create campaigns that cut through, making a genuine connection with your target audience. Check out the results fromworking with Cygnet Group to create compelling content.
EVP Research Phase
Your EVP should outline the promise that you, as an employer, makes to their employees in return for their hard work and commitment to the company. Simply put, this means, ‘what’s in it for you, as an employee, by working here’?
We work with you to create a compelling EVP which makes employees excited to work with your company. Speaking directly with your users, hear from your teams to identify their wants and needs in a workplace. After all, in an increasingly candidate-centric job market, we appreciate the need to listen to and understand what is expected from employers. To do this, and create an story that resonates with your employees, our EVP research packages includes:
Park air
We helped Park Air uncover and distil what their employees value about working for the organisation. Creating an employee value proposition was not just intended to help with candidate attraction and recruitment – we developed a people brand model to underpin employee communications across the business, supporting retention and future growth.
Employer Brand
Once we’ve outlined your EVP, the next phase brings your employer brand to life, presenting your message to the audience. The foundation to creating brilliant, engaging creative is a combined understanding of the audience’s needs and the company’s strategic aims. Bringing these together, we deliver your employer brand DNA as a toolkit that can guide future communications and creative executions.
Nomad Foods
Utilising their current learning platform we developed a totally new learning experience all wrapped up in a new brand for Nomad Foods Learning. Our aim was to create a bespoke identity that all employees across industrial and corporate sub-brands could connect to. The personalised approach us to create a brand that could effectively resonate with users and encourage learning.
User Behaviour Analysis
At the heart of what HR teams do, is creating an environment where employees can feel supported and empowered to develop in their roles. When you invest sometimes scarce time and budgets into finding useful systems for your users, be that your LMS or an employee social media app, it’s disheartening when engagement isn’t as you’d hoped.
That’s where we come in; through our experience creating technical solutions, we’ve gained an understanding for how ongoing engagement can be encouraged. Following our user behaviour analysis process, we provide you with a strategy to drive positive behaviour change and tactics to make incremental improvements to your systems.
We run interactive user research sessions, in-person or online, to reach the root cause of what’s holding them back from using your platforms. A limitation we often see with ‘out-of-the-box’ solutions is that they’re not specifically designed with your users in mind. Our process gives you a strategy to remedy this mismatch. Offering a fresh perspective, we aim to cut through your engagement challenges and motivate active use of your chosen technologies.
ODEON
ODEON were experiencing engagement challenges on their internal communication platform, Workplace. Whilst a place for colleagues to share their experiences and with the potential to be a valuable tool, there wasn’t widespread active usage amongst colleagues. We created a strategy, defining the vision for Workplace to become a hub that was both useful and valuable to employees, and made practical recommendations for improving engagement.
Our Framework
Our tried and tested approach means that we can understand your audience and bring this together in a simple model, identifying the purpose, goal, and outcome for user behaviour on your systems.
Our Process
Your employee’s experience matters at each stage of their employment with you. We understand that it’s all connected, which is why identifying your employer brand DNA to tie everything together is so important.
