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 should care that matters here. For Canva, an Australian graphic design platform company with a worldwide reach, however, the problem is simple. Their mission is a simple two-step plan: Become one of the most valuable companies in the world. Do the most good we can. We caugh ..read more

If you’ve ever used your car’s cruise control feature or relied on its automated braking system, you’ve used an Aptiv product. You likely weren’t aware at the time, however, of the brand behind this automotive technology. That awareness is just one of the creative challenges Joanna Babiarz faces as Aptiv’s Global Employer Branding Director. Major shifts in the automotive tech space (particularly around talent markets) have brought other challenges, too—ones Babiarz and her team hope to confront through Aptiv’s employer brand efforts. Your Candidate Messaging Should Evolve with Your Industry Re ..read more

People are going to remember what your company did during the Coronavirus epidemic. John Elkington’s triple bottom line model of “People, Planet & Profit” could not be more true today. Now is not the time to focus on profit, and while planet is super important, it’s really people that should get an employer’s undivided attention in this crisis. Billionaire entrepreneur Mark Cuban was recently interviewed by CNBC and warned employers of sending staff back to work too soon during the Covid-19 crisis. “How companies respond to that very question is going to define their brand for decades. If ..read more

A pandemic, or any crisis, will be an acid test for your corporate furniture such as purpose, values, principles, behaviors, etc. In the employer brand world, we have to ensure our EVP is robust and is delivering what it promises, in good times and bad. An EVP positioning will typically consist of three to five pillars, which are several themes deemed unique enough to be used for communication purposes. They are there to enlighten talent as to why they should consider joining your organization, and of course, to remind people why they should stay. I thought it could be useful to review some of ..read more