View “lived experience” data to inform your employer brand transformation


HR managers are increasing their budget allocations to reassess or establish their employee value propositions (EVPs), which are the research-driven value points of what a company offers in exchange for skills, expertise and employee engagement.

Companies are also increasing their spending on their employer brand, articulating EVP and internal culture through a cohesive visual and narrative aesthetic.

This all comes to life through recruitment marketing, which consists of candidate-focused messaging campaigns on various digital and physical platforms that reflect an ideal workplace. You now have the right tools to help increase your company’s awareness and consideration among the millions of potential candidates who are actively or passively open to new opportunities.

But some questions have historically never been asked until recently: How to ensure that this employer brand is diverse and inclusive while selling a corporate culture rooted in reality?

Many recruiters have been tasked with increasing the diversity of their candidate lists to support the larger effort to improve the numerical representation of black people and other marginalized talent groups in their organizations. They had to rely on the same tactics every organization uses to connect with people from marginalized groups.

If everyone is trying to find talent from the same HBCUs and professional organizations like NSBE, NABA or Black Girls Code, for example, what will help these companies stand out?


Many companies are betting on the power of a strong employer brand to differentiate themselves from competitors and attract more Black and marginalized talent groups while retaining existing employees from those same groups.

In today’s tightest job market, it’s critical that employers weigh their value propositions – their promise to employees and candidates – against the actual lived experience of employees, and finally coupled with key needs. job seekers. How do employers create cultures that meet such a myriad of expectations?

Shaker shares some key questions to ask to help with this employer discovery and action planning:

• How to ensure that the employer brand is diversified and inclusive while selling a corporate culture rooted in reality?

• What would it look like if employer branding and DEI approaches merged?

• Introduce a cutting-edge, data-driven approach to developing culturally inclusive employee value propositions (EVPs) that offer a mirror for organizations to better understand who they are through the lens of the experiences of their marginalized employees.

• How these new ideas are used to develop an employer brand that speaks to who they are, who they want to be and how they work to close the gaps between reality and the aspirations of all their employees.

• How this approach helps companies develop more specific DEI strategies, as well as a more authentic expression of the employer brand.

Shaker Recruitment Marketing is a longtime partner of The Daily Herald and is proud to support its mission to be the leading provider of news, information and business solutions for the Chicago suburbs.

• Shaker is an employer brand marketing and recruitment agency, specializing in brand activation, targeted talent campaigns including digital and social media strategies, candidate experience, career sites built on measurement, technology stack consultation and integrations and metrics reporting.

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