top of page


7 STEPS To Building The Most Modern Employer Branding Program And Solutions Aimed At Solving The Talent Attraction and Candidate Engagement Challenge in 2021


Step 1: Identify the branding problem you are trying to solve for your company, candidates?

ð Lack of brand awareness – people don’t know about our company

ð Low brand consideration – people know about us but don’t consider us as a top place to work

ð Evoke brand desire – people are scrambling to apply to my company (typically experienced by Google, Facebook, Apple etc.)

ð Poor word of mouth – negative sentiments on social media, PR

ð Negative reviews on Glassdoor

ð Experienced brand trauma – scams, layoffs, shutdowns, cyber attacks etc.

ð Candidates accept our offers but don’t join us

ð Confused messaging: no one knows what we do?

ð Exciting product, company however too much competition from talent sharks

ð Niche sector, how to build interest for emerging technologies

ð Lack of talent supply for a new skill like ai, edge ai, data sciences

ð Any other:

Explain your problem in detail:


Step 2: Define the persona of your target talent audience:

Age: Diversity:

Generational focus: ð Multi ð Gen Alpha ð Gen Z ð Gen Y ð Gen X ð Boomers

Location: Skill, industry:

Tech stack: Certifications:

Behaviors: Motivators:

Key Talent Insights:

· example data scientists look for solving large-scale problems through data or talent searches for us on quora and not job boards

Which social media or online forum is most popular with your audience type?

1. ____________________________________________

2. ____________________________________________

3. ____________________________________________

Which other tech, networking or knowledge forums, events will they be found on? Think both offline or online

1. ____________________________________________

2. ____________________________________________

3. ____________________________________________

4. ____________________________________________


Step 3: Research your competition, do an online brand audit

Conduct an EVP survey, identify what are your brand differentiators

List down your most progressive people policies, compare your rewards package with industry benchmarks,

Do a local business market analysis, map talent trends for your region

Do an industry analysis if need be, identify other industries from where talent can be sourced

Lookout for macro trends like corona, recession, boom, start-up etc.

THE EVP (Employer Value Proposition)

Answer ‘why’ should someone JOIN, PERFORM, STAY at your company?

1. ____________________________________________

2. ____________________________________________

3. ____________________________________________

4. ____________________________________________

5. ____________________________________________

Write down what you offer that no one else does?

1. ____________________________________________

2. ____________________________________________

3. ____________________________________________


Step 4: Nail your objectives, what do you intend to achieve from this exercise?

Choose your success metrics

Choose the one where your employer brand is hurting the most



ð Increase brand awareness

Hits on the website, social impressions, video views

ð Drive traffic to the career website

Interaction with the careersite, number of direct applicants

ð Generate qualified leads

Quality of people, candidates that enter the interview process, Source of hires, Time to hire

ð Showcase company culture

Likes, shares, comments, follows