Things seem to be going well for your organisation and you’re starting to see the fruits of your labour after another phenomenal growth phase.
You’re delivering an exceptional employee experience, a great culture and enviable opportunities to your people. So, why are you losing out on top tier talent that’s so critical for your business?
Maybe creating an EVP’s been on your mind for a while. You understand the importance of it but just haven’t got round to it. With so many competing priorities and a stretched HR team, it’s no wonder employer branding gets put on the backburner!
But if you can spot the signs that you’re ready to create your EVP and take action early on, you’ll save yourself a lot of time, headaches and conflict with stakeholders that might look to play the blame game when hiring and retention KPIs are missed.
Look out for these indicators so you can put a compelling business case together to justify ongoing investment in employer branding!
Sign #1: You’re struggling to attract and retain critical talent.
When your company reaches a certain stage of growth and maturity, you start competing in the same space as more established companies that have put more time, budget and energy into their employer brand.
But don’t stress! The fact is, the established players you’re now competing with started exactly where you are now. With exactly the same hiring and retention problems that come with rapid growth and a lack of EVP.
People make the world go around and it’s no different in business. Your job in HR or TA is arguably the most important role in the ecosystem, because without talent, there is no great work. And without great work there is no revenue or growth!
Ask yourself – have you identified the business critical talent segments you need to target? Do you have data driven messaging and content for each?
If not, then it’s time to create your EVP…
Sign #2: Your company is investing heavily in systems and process upgrades
Have you noticed your leadership team talking about and investing in new tech new tools, like an ATS and candidate engagement software? Awesome! Take this as a sign your company has reached a new level of maturity. You’re getting set up for future success and are ready to work on your employer brand.
But be very aware – new recruitment technology and fancy software will get you nowhere if you don’t create your unique EVP messaging first. These platforms require consistent, high quality content. And if it doesn’t resonate with your audience, then it’s pretty pointless. Now’s the time to speak to leadership about it.
Sign #3: The company is going through a corporate rebrand
Your organisation is noticeably evolving in many other areas and is going through (or has recently gone through) a corporate rebrand, or maybe even defining its mission statement and values.
This is a telltale sign the organisation is reaching a new optimum growth level and is ready to define its employer brand messaging – critical to attracting talent that will drive the business forward.
What’s stopping you from moving forward with your Employer Brand strategy?
Like many, you might have already had a quote to develop your EVP from an employer branding agency or consultant – which made you flinch. So frustrating, because leadership is saying recruitment and retention is the priority but there’s no way your budget will cover outsourcing costs!
If you’re reading the above signs thinking, “yep, that’s me!” then it’s time to get your business on board to invest in their growth, their present and future people, and their employer brand.
But how do you actually go about doing this when it’s been in the ‘too hard’ basket for SO long?
Well, there are two options.
Option 1 – you get a hefty six figure budget approved so you can outsource to a branding consultant and finally tick it off your list.
Option 2 – if you don’t have a six figure budget, are ready to take ownership and are hungry to learn and develop your employer branding skills, then you can engage an employer branding coach.
A coach empowers you to believe you can create your EVP in-house and equips you with the knowledge, skills and tools to do it yourself.
Creating your EVP in-house is also a great way to make sure you have enough funds to deliver great marketing assets and that the execution is seamless.
It’s worth remembering your insider knowledge is the key to a winning EVP. No one else understands your business and people like you. Sure, you can outsource to a consultant or agency, but for many reasons, YOU are the best person to facilitate the process.
So, if you’re ready to take your career to the next level because you know employer branding skills add tremendous value – not only your business, but to you as a HR or TA professional – then it’s a definite sign to bring it in-house, my friend!
In just 16 weeks you can learn the skills to create your own EVP in-house, and we’re here to show you how.
Ready to discover the hidden marketer within you? Schedule a call to see how we can help.