Our approach to making employer brands stronger.

e believe that your talent is more receptive to engagement and recruitment messages than they’ve been for a long time. But we also believe that your talent will independently gather information, form opinions and validate their beliefs resulting in employer brand impressions. Once those impressions are made, it’s hard to change them. Therefore, we advocate that engagement and recruitment messages contained in your employer brand be immediately relevant, inspiring and actionable.

To ensure that engagement and recruitment messages are indeed relevant, inspiring and actionable, an employer brand needs to be developed from one primary source: the experiences of your employees.

What is an employer brand?

An employer brand is the brand promise and the brand attributes expressed in what talent experiences, thinks, feels and shares about your organization as a place to work. In short, your employer brand is your story of what it’s like to work at your organization.

A strong employer brand will:

• Increase employee engagement,

• Improve talent acquisition and retention performance, and

• Cut the cost of talent.

W

A L O O K I N S I D E A CLOSER LOOK: EMPLOYEE ENGAGEMENT

IMPACT OF DISENGAGED

IMPACT OF ENGAGED

THE DAVID GROUP’S APPROACH TO EMPLOYER BRAND

DISCOVER

INVENT

DELIVER

DavidGroup.com Advertising | Marketing | Digital | Employer Brand | Talent Technology | ©2014 | Page 1

Why is employer branding important now?

One reason is that workers are interested. They are interested in their current work and they are interested their future work. In fact, 71% of the U.S. labor force is on the job market. And, 51% of employed workers are either actively seeking, or are open to hearing about, a new job. (Jobvite, 2014)

You work tirelessly to recruit new talent and to engage and keep the critical talent you already employ. Your competition is recruiting your critical talent while working to keep theirs. A stronger employer brand – one that tells your unique and compelling story – gives you a competitive advantage by connecting with the talent that is interested.

Our Approach to Employer Brand: Discover, Invent and Deliver

Our approach to employer branding takes three distinct phases: Discover, Invent and Deliver. Each step builds upon each other. Discovery is essential to building a solid foundation for strengthening your employer brand. Invention expresses the employer brand promise, brand attributes and employee value proposition that tell your employer brand story. Delivery is execution of an action plan to activate your employer brand.

DISCOVER

Among the items to consider in this phase:

• Stakeholder Interviews

• Focus Groups

• Employee Engagement Data

• Communications Audits

• External Brand Alignment

• Culture, Mission and Values Alignment

INVENT

Among the items to consider in this phase:

• Employer Brand Promise

• Employer Brand Attributes

• Employee Value Proposition

• Creative Design Expression

• Strategic Communications Planning

DELIVER

Among the items to consider in this phase:

• Employer Brand Architecture

• Integrated Communications

• Certified Brand Ambassadors

• Customer Experience and Employer Branding

Our approach to making employer brands stronger.

DavidGroup.com Advertising | Marketing | Digital | Employer Brand | Talent Technology | ©2014 | Page 2

DIS

CO

VER

Executive interviews,

focus groups, engagement

surveys

Brand promise,

brand attributes, employee value

proposition

Employer brand architecture, brand ambassadors,

customer focus

INV

EN

T

D E L I V E R

The David Group is a leader in healthcare recruitment advertising, marketing and communications. We work with clients to help them find, attract, engage and keep talent. Our services include advertising, marketing, digital, employer brand and talent technology.

We know what works.