Employer Branding /Employee Value Propositioning

Richard N. PETERSON firmly believes….

There is No Truth. Just Perception.

Branding is also a major objective in implementing outreach and recruitment programs.

I am intimately involved in Employer Branding and Employee Value Propositioning.

Rich Peterson always stated that, "Your employer brand is who you are, and how employees inside -- and candidates outside -- view your agency."

It can't be copied; it is unique to your organization and reflects how you interact with your workforce. The best brands communicate the organization's mission.

Employer Branding is the Research and Strategy.

Employee Value propositioning is the Message.

The expression of all the benefits your employees receive from working at your company. A set of associations and offerings provided by the company in return for the skills, capabilities and experiences an employee brings to the company.

Employers need to establish an employer brand identity and recruitment marketplace presence through a multi-pronged approach, including television, radio, interactive media, outdoor media, print advertising, and brochures.

Naturally, the cost can go as high or low end as you like. There are no mandatories.

Employer Branding denotes a company's reputation as an employer of choice in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).

Employer branding is therefore concerned with the attraction, engagement and retention of initiatives targeted at enhancing the company's employer brand.

Just as a customer brand proposition is used to define a product or service offer, an employer brand proposition (otherwise referred to as an employer value proposition, employee value proposition or EVP) is used to define an company’s employment offer.

Rich Peterson Stresses the Importance Of Branding and Employee Value Proposition is the employment message. A succinct expression of all the benefits the employees receive from working at that company.

A cohesive advertising campaign that brands the agency as a vital and important employer of choice is paramount for implementing a sound recruitment and retention program.

I have learned the three components of a brand image include:

-     Vision-Company’s Senior Leadership

-     Image-Public Relations and Marketing

-     Culture-Promoted by HR and Company

I have integrated branding advertising by:

-    Having a thorough understanding of branding goals by partnering closely with marketing communications departments and advertising agencies.

-    Researching competitors messages/branding         

-    Understanding short- and long-term recruitment goals

-    Conducting employee and consumer surveys of brand perception

-    Incorporating the same tone and feel of the product marketing communications into the recruitment campaign(s) & collateral material.

Richard Peterson has all creative development begin with an audit.

Develop interactive and traditional communications programs

Develop brands, campaigns, messages, and supporting materials that will reach your target audience, and persuade them to follow the call to action.

Multi-platform advertising campaigns in a number of disciplines for military and government clients on the web, in print, and on-air.

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Views: 373

Comment by Richard Peterson on September 24, 2013 at 12:40am

Why Not Take a Look?

Comment by Jerry Albright on September 24, 2013 at 9:44am

Does Richard Peterson actually refer to himself in 3rd person?  


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