Developing your employer value proposition, or EVP, is tough. You need to find a way to connect your organization’s core business goals with something that job seekers can relate to. The old marketing and communications maxim of “What’s in it for me?” applies here. It’s not just what your business does but why a candidate…
One of the key challenges that comes with working in employer brand is measuring sentiment. For Shana Andrews, the Senior Manager of Global Employer Brand at PepsiCo, this challenge is even more daunting because of the size and scope of the organization. “When I was a PR practitioner, I remember our clients would always ask,…
Time after time on the Employer Branding Podcast, the people we talk to bring up the importance of being the sort of organization your employees are proud to be a part of. In fact, a pre-pandemic LinkedIn survey found that 71% of professionals would be willing to take a pay cut if it meant working…
One question that changes depending on who you talk to is where employer branding sits in the organization. For some companies, it belongs to HR. For others, it belongs under marketing. For Qualtrics, however, it’s called People Brand and sits in the People Operations team, which comprises HR, Talent Acquisition, Benefits, and more. “We use…
The global pandemic has changed the hiring landscape. Candidates are looking for more flexibility, better work-life balance, and are increasingly centering on things other than their career goals and salary expectations. Most importantly, a recent poll by CNBC shows that over 50% of respondents want to make a career change in the wake of COVID-19….
Diversity, Equity, and Inclusion (DE&I) has become a hot topic for businesses. Job seekers are increasingly looking for more than a competitive salary and good benefits. Employees and prospective hires alike want to be part of an organization that is a force for good in an increasingly chaotic world. That’s why we talked to Julie…
Halting business as usual during COVID has led many organizations to reevaluate what they owe employees and customers. We talked to Briana Gosselin, an employment brand manager at Sodexo, to learn how the food services and facilities management company attracts new frontline employees. Many candidates are hesitant to put themselves and their families at risk…
When you’re building an employer brand, you face a number of hurdles. It can be difficult to delineate between what is and is not your job. Your role may sit anywhere between corporate marketing, internal communications, and corporate branding. No matter where in the organization you sit, you also face an overarching messaging challenge. You’re…
Like many businesses, Swisscom was trying to hire IT and engineering talent. However, in a tight jobs market, the telecommunications organization struggled to compete against top tech companies. “We are mainly associated with being a government company and with our B2C telco products, and both things are not necessarily attractive to IT professionals, unfortunately,” says…