GIVING YOUR EVP & EMPLOYER BRAND A HEALTH CHECK

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Giving your EVP and employer brand a health check

There is no doubt that Covid-19 has impacted every business and it’s people in some way. The promise you make to your people, and the way this promise is articulated through your employer brand has to be updated reflect these new changes.

In our webinar – held on the 4th March 2021 – our EVP employer brand experts Kate Homer and Emma Coleman shared their insights on the impact of the pandemic on the people function and how organisations can harness the power of their EVP and employer brand to attract and engage talent.

"Once you have established your EVP and your employer brand you need to weave it into every single interaction that an employee or potential talent has with you. It’s not just about creating a shiny careers site, it’s about weaving that brand into every step of the journey"

Kate Homer

The impact of the pandemic on the people function

The webinar started with a look at the impact of the pandemic on the people function. These impacts fall into 3 main trends:

Space & place

Half of those in employment worked from home at some point during 2020 – with many setting up a home office for the first time (ONS survey)

The number of people permanently working from home is expected to double in 2021 (Forbes)

This is forcing many businesses to have to rethink the role of the office

People’s choice of where to work is also expanding beyond the office

Whilst key workers continue to work through the pandemic the focus on using space better to improve health & safety

Technology

Technology is always on – flexibility vs over working

Email and video conferencing isn’t enough for employee engagement

Over two-thirds, or 69%, of employees are experiencing burnout symptoms while working from home (Monster)

Introduction of online learning & collaboration tools

The digital workplace is more measurable

Driving new ways of working and as a result, new performance management approaches

Remote culture

Honest and open communication has never been more important

Company’s must continue to embed core values to guide ways of working and engagement

Purpose-led vs Security-led messaging

Fewer restrictions on access to talent resulting in broader and more diverse talent pools resulting in a need for better workforce planning

You can flex your messaging depending on the audience you are speaking to. Don’t be afraid to dial different messages up and down on different channels.

Kate Homer

EVP vs employer brand

Kate then delved into the differences between your EVP and employer brand. We’ve covered this in depth in a blog you can read here but there’s a quick summary below:

EVP

The articulation of what you’re offering and what you expect back in return from your people.

Some call it your people promise, some call it your people deal. It’s a messaging framework that guides all employer brand communications.

Employer brand

Your people brand. Your reputation as an employer.

How your employer value proposition is brought to life visually. How you communicate your EVP and the channels you use to activate it.

The practical tools to give your EVP and employer brand a health check

Want all the insights from the webinar?

You can download a checklist that takes you through the steps needed to give your EVP and employer brand a health check here.

The worst thing you can do is launch [your EVP & employer brand] and then sit back thinking ‘that’s done’. It is a constant evolution and a constant learning process.

Emma Coleman

Managing the talent experience post-pandemic

So you’ve given your EVP and employer brand a health check – but what do you do next? Emma Coleman shared her expert advice on the key market trends affecting the four main audiences of your employer brand:

I think a lot of us [in the industry] are guilty of putting our message out there and just hoping people will respond. Spray & pray, they call it. But you wouldn’t imagine just telling someone on the street ‘apply for this job’ and they will. You have to take them on that journey of discovery.

Emma Coleman

Prospective talent

Key insights:

Knowing your audience is key. Not just geographic and demographic knowledge but also know their psychographic and behavioural traits.

Talent in the market is looking for job security, and purpose.

A real opportunity to engage early talent, who are feeling particularly at risk in the job market.

New starter

Key insights:

Prioritise getting tech out to your new starters at the right time.

Dial up messaging around wellness and wellbeing.

Encourage pairings, either peer to peer or (if you’re brave) engage in some reverse mentoring.

Get as much feedback as you can so you know to improve.

Employee

Key insights:

Encourage honest and open feedback regularly – and above all action it

I should clearly see the values and EVP demonstrated across the business from skills you

look for, to behaviours you reward and encourage.

I want to be involved! Referral programmes and Ambassador programmes

Alumni

Key insights:

76% visit Glassdoor before visiting your career site – make sure your past employees have a positive experience and see you deliver on your people promise

They act as ‘free’ brand ambassadors – sharing your reputation as an authentic, unpaid advocate which can give you a strong competitive edge.

Want a great example of a corporate alumni programme? Check out what Chevron are doing.

You need to look at moving your posts away from simply sharing live jobs and what we call ‘hygiene’ posts to at least 80% of posts being ‘culturally-focused’. Talk about you as an employer, what you’re like, showcase individuals and their stories.

Emma Coleman

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