How do you build an employer brand strategy?
Research current perception and employee truths, define an EVP, build messaging and creative, activate across channels and experience, then measure and iterate.
Begin with evidence, not aspiration: research how you are currently perceived externally and what your employees genuinely value and endure internally. Use that to define an EVP that is true, distinctive and motivating, then translate it into messaging, creative and proof points. From there, activate consistently across every touchpoint candidates and employees meet, including the careers site, adverts, social, referral, onboarding and internal comms, and align the actual experience behind the promise. Finally, measure against a baseline and iterate. Order matters because skipping research produces generic claims you cannot defend. The classic pitfall is jumping straight to a campaign or new careers page before you know what is actually true and different about you.