Employer Brand Strategy That Your Organization Will Finally Sit Up and Listen to

1. © 2021
#RALLYFWD
Employer Brand Strategy
that Your Organization
Will Sit Up and Listen To
Bryan Adams
CEO & Founder, Ph.Creative
Co-author ‘Give & Get Employer Branding’

2. #RALLYFWD © 2021
1. How to convert a budget request into a solid
business case every CEO can buy into.
2. How to make your EB reputation work hard
for you strategically.
3. How to measure only what matters
4. How to get promoted and live happily
ever after.
© 2021
WHAT YOU’LL LEARN

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#RALLYFWD
ABOUT Ph.Creative
• Specialist [award-winning] Employer branding agency
• Originators of ‘Give & Get’ Employer Branding
• Award-winning work with top global brands
• Best career website technology on the market
• Key to success… Our ‘Jerry Maguire’ strategy;
“Fewer clients, more personal relationships.”

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Is getting employer branding
budget easy?

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✔ It will differentiate us from our
competitors
✔ It will allow us to compete on more
than just pay
✔ It will reduce costs and time to hire
✔ It will improve our candidate and
on-boarding experience
✔ It will encourage stronger employee
engagement and retention
✔ There will be a halo effect on our
wider brand awareness
A difficult employer brand budgeting
conversation

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✔ It will improve your Glassdoor rating
A difficult employer brand budgeting
conversation

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So can we have $250k
and 6-9 months to do
the work?
A difficult employer brand budgeting
conversation

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How will we know it’s successful?
What are you measuring?

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Employer brand metrics without a
strategy are nothing more than a
bunch of numbers indicating you’re
probably adding value somewhere,
somehow. But…

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Develop an
employer
brand
Design an
appropriate
EVP
Deploy your
brand
experience
Set the course
Optimize the conditions
Focus time & budget
Feedback loop
Feedback loop
Employer brand strategy modelling
Attention
Affinity
Affection

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Create
reputation
Create
proposition
Set the course
Prioritize
experience
Affection
Optimize the conditions
Focus time & budget
Feedback loop
Feedback loop
Employer brand strategy modelling
Attention
Affinity

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#RALLYFWD
Create
reputation
Create
proposition
Prioritize
experience
Set the course
Optimize the conditions
Focus time & budget
Feedback loop
Feedback loop
Employer brand strategy modelling
Attention
Affinity
Affection
What’s
working?
What’s not
working?
What can be
improved?

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#RALLYFWD 14
So what do you want your
employer brand reputation
to be?

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#RALLYFWD 15
So what do you want your
employer brand reputation
to be?
Worlds best employer
Most attractive employer

16. “Best
employer
in the world”
Is not a strategy

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Shameless plug –
Available on Amazon
Strategic Focus
Reputation as
an Employer

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CULTURE CITIZENSHIP CAREER CATALYST

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#RALLYFWD 20
So what do you want
you employer brand
reputation to be?

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What
reputation do
we need to
drive our
business
forward?
Employer brand reputation strategy matrix
Career Catalyst Citizenship Culture
Motivates talent
8 4 5
Aligns with
business
7 6 5
Differentiates
from competition
8 5 6
Total
23 15 16
Interested in learning this EB strategy? visit
www.ph-creative.com

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#RALLYFWD 22
Litmus test for your employer brand:
Reputation + Proposition + CX
= easy decision* (candidate or employee/associate)
*If a candidate or employee/associate can’t make an easy decision, your employer brand
is not strong enough in one or more areas.

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WHO
WHEN
HOW
WHAT
WHERE
WHY
SHOULD
CORE VALUES
PURPOSE
TARGETS
GOALS
ACTIONS
Strategic business planning
(www.gazelles.com)
EXPERIENCE
Talent experience
SCHEDULE

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WHO
WHEN
HOW
WHAT
WHER
E
WHY
SHOUL
D CORE VALUES
PURPOSE
TARGETS
GOALS
ACTIONS
SCHEDULE
DAILY
WEEKLY
QUARTERLY
ANNUALLY
3-5 YEARS
LIFE OF LEADER
FOREVER
Strategic business planning
(www.gazelles.com)
PROPOSITION
EVP (Employee value
proposition)
EXPERIENCE
Talent experience

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What talent
does the
business
need to win?
But before we get to that…
What brilliance?
What resilience?
BRILLIANCE
RESILLIENCE
What talent
does the
business
need?

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WHO
WHEN
HOW
WHAT
WHERE
WHY
SHOULD
CORE VALUES
PURPOSE
TARGETS
GOALS
ACTIONS
SCHEDULE
DAILY
WEEKLY
QUARTERLY
ANNUALLY
3-5 YEARS
LIFE OF LEADER
FOREVER
Strategic business planning
(www.gazelles.com)
REPUTA
TION
Employer
Brand
PROPOSITION
EVP (Employee value
proposition)
EXPERIENCE
Talent experience

29. © 2021
#RALLYFWD
WHO
WHEN
HOW
WHAT
WHERE
WHY
SHOULD
CORE VALUES
PURPOSE
TARGETS
GOALS
ACTIONS
SCHEDULE
DAILY
WEEKLY
QUARTERLY
ANNUALLY
3-5 YEARS
LIFE OF LEADER
FOREVER
Strategic business planning
(www.gazelles.com)
REPUTA
TION
Employer
Brand
PROPOSITION
EVP (Employee value
proposition)
EXPERIENCE
Talent experience
WHY
HOW
WHERE

30. © 2021
#RALLYFWD
WHO
WHEN
HOW
WHAT
WHER
E
WHY
SHOUL
D CORE VALUES
PURPOSE
TARGETS
GOALS
ACTIONS
SCHEDULE
DAILY
WEEKLY
QUARTERLY
ANNUALLY
3-5 YEARS
LIFE OF LEADER
FOREVER
Strategic business planning
(www.gazelles.com)
REPUTA
TION
Employer
Brand
PROPOSITION
EVP (Employee value
proposition)
EXPERIENCE
Talent experience
WHY
HOW
WHERE

31. Business Problem
What are the leading factors stopping us from hiring the best engineers in the world?
Hypothesis
1. We’re not known enough as a relevant place to work for top engineers.
2. We don’t have a compelling enough proposition to create affinity and desire.
3. We’re not creating an experience that reassures and excites engineers enough to join
us.
Independent variables
Number of engineers applying for
roles
Quality of engineers applying for
roles
Number of quality engineers
accepting a role
Dependent variables
Reputation
1. Familiarity
2. Perception
Proposition
1. Relevance
2. Competitiveness
Experience
1. Happiness
2. Acceptance rate
Volume of applicants Percentage of valued apps Time to hire
Data for Hypothesis 1. Data for Hypothesis 2. Data for Hypothesis 3.
1. Reach / share of market
2. Branded job search volume
3. New vs Returning visitors
1. Screened ratio
2. Hiring manager NPS
3. Talent list/pool growth
Data proving/disproving H1 Data proving/disproving H2 Data proving/disproving H3
1. Candidate NPS
2. Drop off rate
3. Employee referrals
1. Glassdoor rating
Further Indicators & signals
1. # of Employee advocates 1. Engagement survey scores
Get leaders to take
notice of what you
want to do by
addressing a
specific problem
they already have.
BUSINESS
CASE
BLUEPRINT

32. Business Problem
What are the leading factors stopping us from hiring the best engineers in the world?
Hypothesis
1. We’re not known enough as a relevant place to work for top engineers.
2. We don’t have a compelling enough proposition to create affinity and desire.
3. We’re not creating an experience that reassures and excites engineers enough to join
us.
Independent variables
Number of engineers applying for
roles
Quality of engineers applying for
roles
Number of quality engineers
accepting a role
Dependent variables
Reputation
1. Familiarity
2. Perception
Proposition
1. Relevance
2. Competitiveness
Experience
1. Happiness
2. Acceptance rate
Volume of applicants Percentage of valued apps Time to hire
Data for Hypothesis 1. Data for Hypothesis 2. Data for Hypothesis 3.
1. Reach / share of market
2. Branded job search volume
3. New vs Returning visitors
1. Screened ratio
2. Hiring manager NPS
3. Talent list/pool growth
Data proving/disproving H1 Data proving/disproving H2 Data proving/disproving H3
1. Candidate NPS
2. Drop off rate
3. Employee referrals
1. Glassdoor rating
Further Indicators & signals
1. # of Employee advocates 1. Engagement survey scores
Get leaders to take
notice of what you
want to do by
addressing a
specific problem
they already have.
BUSINESS
CASE
BLUEPRINT

33. © 2021
#RALLYFWD
An executive Employer Brand
Score
Card
REPUTATION SCORES PROPOSITION SCORES EXPERIENCE SCORES
Candidates
App Volume (Target 3,000)
1,204
-363
New Employees
New Hire Count (Target 250)
321
-2016 target
% of valued apps (Target 67%)
42%
-14%
New Emp Reg Loss (Target 2%)
4.8%
-0.6%
Candidate NPS (Target +45)
-32
+3
New Emp NPS (Target +45)
-17
-12
Employer Brand Impact on Hiring Project X Team
Prepared by Bryan Adams for Dave Hazlehurst
Recommendations
Investigate where EVP is under
performing and refresh proposition.
INVESTMENT REQUIRED: $xxxx
Conduct new employee interviews and
find the weak link in onboarding.
INVESTMENT REQUIRED: $xxxx
Significant paid brand awareness
required
INVESTMENT REQUIRED: $xxxx

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Reputation Familiarity Index Proposition Relevance Index Experience Happiness Index
Research key persona audiences to
discover more ways to reach them
Recommendations: INVESTMENT REQUIRED 450k
Increase employee stories on careers website
and social media
Design employee referral campaign
Design a master
exec summary
report to share each
month
Exec Report
BLUEPRINT
43% 72% 81%
65.3%
-3% from last month
Last Month Target
This month
Last Month Target
This month
Last Month Target
This month
41% 67% 73% 80% 83% 90%
This month Last month
Target
66%
75%
Employer Brand
Performance for December

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Just one
more thing…

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#RALLYFWD
www.ph-creative.com
Do you want to learn powerful models, latest tactics and best practice tools to build and leverage a world
class employer brand reputation?
Check out our 2-week Employer Brand Strategy course.
A fast-paced mix of video + Live sessions with me and my team.
Limited places for $197