Employer Brand Study; Diagnosis & Analysis through Activation

A mid-sized company engaged TalentSum to conduct an employer brand study to help them stand out in the crowd, attract and hire more of the right people at a lower cost, and maintain engagement and moral commitment over the long term.

An authentic employer brand plays a pivotal role in setting out what a company stands for and what to expect from employees. A strong brand signal helps to attract the most talented employees in highly competitive markets and can keep them more connected, engaged (even reengaged) and morally committed once they join the firm. And a clear and compelling employer value proposition (EVP) reflects the organization, and can help to explain the true give-and-take relationship between the company and the people inside. Additional benefits of an authentic, strong employer brand include:

  • easier time recruiting and lower associated costs
  • higher quality of candidates and quality of hire
  • better attraction and access to passive candidates
  • higher level of engagement and less employee turnover
  • more intentional (and believable) brand advocates
  • smoother, more successful on-boarding processes

To attract and hire more of the right people and keep them committed longer, take the time and effort to develop an authentic and strong employer brand. Doing so will help to maximize business value and retain a competitive advantage.

Setting up the Study

We conducted an employer brand study with the purpose of obtaining data and feedback, and then translated our findings into insights we were able to use to strengthen the brand, validate the EVP, and build out a forward-looking roadmap to help improve processes, approaches, and messaging across the talent acquisition landscape.

We used our new insights to help determine which aspects of the brand and company were functioning at a high-level related to the employee/management experience. We also implemented additional changes to help improve competitive advantage, employer-of-choice status, and to deliver more successful outcomes across attraction, engagement, recruiting, and on-boarding.

The primary objectives of the employer brand study were to:

  • Gather the authentic voice of the employees’ perspective and use new insights to validate EVPs – and frame (or reframe) marketing content, messaging, and more.
  • Synthesize, and put into context, the feedback for benchmark purposes in the future – to set up improvements across key performance indicators.
  • Help determine where the company could be more successful across the entire talent acquisition landscape – including touch-points, experiences, and more.
  • Determine “right fit” candidate personas and potential markets and map out attributes, character traits, interests, values, etc.
  • Initiate a high-value conversation with the team by listening and, as a team, jumping in and actually doing something about new truths and realities.

Our first step was to set up an intake meeting where we met with the executive team to understand the philosophy, procedures, players, brand, and culture – as well as the client network, the vision, goals and strategies already in place. Next, we engaged the employees and asked for their feedback and ratings relative to their relationship with the company.

At the same time, we asked the executive team to define a subset of their employees so we could hold a few deeper, more personal interviews and get an even more nuanced view of inside the company.

We also held a set of process-only intake meetings with various leaders to gather their perspectives on a whole range of issues. TalentSum reached outside the company to survey past candidates and employees about their first impressions – and used that data to score candidate touch-points and map out their journey with the company. We even talked with passive candidates who might be a good fit but weren’t yet engaged with the company – for whatever reason. We did all this to try to get the true story about the company.

After we completed all interviews, and collected all survey and interview data and all other materials and information provided by the company, we synthesized the information and presented our findings and potential next steps of action. As a deliverable, we also provided the company with aggregate survey results in electronic and hardcopy form. The entire process was customized to their exact needs and we provided a dedicated team member to serve as their point person to help guide the project through to successful delivery.

Need help finding your authentic employer brand? Reach out and we’ll set up a private conversation with you to discuss your challenge.

Example:

Employer Brand Study

Object

Weak employer brand presence

Challenge

Authentic, Strong Employer Brand

Goal

Candidate Marketing , Modernization , Talent Data & Analysis

Category
We conducted an employer brand study to help a firm stand out in the crowd, attract and hire more of the right people at a lower cost, and maintain engagement and moral commitment over the long term.
Summary