Employer Brand and EVP development is increasingly becoming a “must have” for any organisation looking to attract and retain great talent.
The world of work is shifting on its axis. Skill shortages in areas such as Tech, Care, Financial Services and Science are now the single greatest obstacle to growth for many, many companies. Increasing homeworking is widening the choice of employers available to candidates whilst simultaneously weakening the physical bonds they have with their existing employees. And candidates now focus as much of their scrutiny on a business’ culture and ethical credentials as they do on traditional measures such as salaries and benefits.
Finding and keeping great talent is harder than it’s ever been before.
Businesses that are able target authentic and compelling employer stories towards their target audiences hold a huge advantage over those who at the mercy of failing job listings and high-priced recruitment agencies to supply their talent.
But finding and telling your unique, differentiating story isn’t easy. It requires rigorous research, structure and process. Organisations who think they can create their narrative without full consultation with their employees risk telling stories that are unauthentic and fabricated. This can lead to confused and disengaged staff, candidates and new joiners.
An EVP is excavated, not created. It’s not a work of fiction. It’s the documented evidence of all that’s true about working for you.
You only get one shot at formulating your EVP. Make sure you get it right.
I’ve worked in employer branding for over 20 years and as part of the Cogito team for two years. One of the things that I prize most highly is the rigorous approach we adopt to EVP and Employer Brand development. Everything we do at Cogito is data and evidence led. There’s no guesswork. Every project we work on starts with rigorous research and deep data analysis.
It means that we have total confidence in our recommendations and in the frameworks that we develop, allowing us to tell compelling employer stories that strike a powerful emotional chord with employees and candidates alike.
It’s always a joy presenting back our findings to clients. They are invariably inspired by the quality and depth of the insight that underpins our brand recommendations and our subsequent creative solutions. They trust us with their reputation, because they know we’ve done our homework and that nothing is left to chance. And that trust grows as our creative marketing starts to produce fantastic results, giving them access to talent audiences that were previously out of reach.
So, if you think it’s time you started building your employer reputation through authentic, targeted storytelling, speak to the Cogito team.