style="font-size:15px;"> EVP pillars:
● Build social value. Facebook was created to make the world more open and connected, not just to build a company. We expect everyone at Facebook to focus every day on how to build real value for the world in everything they do.
● Move fast. Moving fast enables us to build more things and learn faster. We’re less afraid of making mistakes than we are of losing opportunities by moving too slowly. We are a culture of builders; the power is in your hands.
● Be bold. Building great things means taking risks. We have a saying: “The riskiest thing is to take no risks.” In a world that’s changing so quickly, you’re guaranteed to fail if you don’t take any risks. We encourage everyone to make bold decisions, even if that means being wrong some of the time.
● Be open. We believe that a more open world is a better world because people with more information can make better decisions and have a greater impact. That goes for running our company as well. We work hard to make sure everyone at Facebook has access to as much information as possible about every part of the company so they can make the best decisions and have the greatest impact.
● Focus on impact. To have the biggest impact, we need to focus on solving the most important problems. It sounds simple, but most companies do this poorly and waste a lot of time. We expect everyone at Facebook to be good at finding the biggest problems to work on.
❯❯ Establish your employer brand objectives. Decide what you’re trying to achieve and your priorities (for example, attraction, engagement, retention).
❯❯ Do your homework. Find out how current employees and potential candidates think about your company as an employer, either from existing data or commissioning your own research.
❯❯ Gather the right people. Invite representatives from key stakeholder groups to participate in the employer brand development process, including representatives from HR, talent management and resourcing, marketing and communications, and where possible, line management.
❯❯ Conduct an EVP workshop. Run your workshops as brainstorming sessions to explore research findings, gather insights, and generate ingredients needed to formulate your employer brand’s core positioning statement and pillars.
❯❯ Clarify the give and get of the employment deal. What does the company need from employees and what is it willing to offer employees in return? Think beyond financial compensation.
❯❯ Balance strength and stretch. An effective EVP reflects current strengths but also incorporates realistic future aspirations.
❯❯ Differentiate your company from its competition. Far too many companies take a “me too” approach to employer branding. Be distinctive by offering your employees a unique experience and then marketing that experience in a creative way.
A brand’s impact is primarily a function of standout and consistency. Brands need to catch people’s attention and maintain that attention within a crowded environment through a clear and consistent identity. Employer brand guidelines (commonly referred to as the brand framework) help to maintain a consistent look, feel, and overarching message that differentiate you from your competition. The brand framework commonly includes the following:
❯❯ EVP: The EVP establishes the key ingredients of your employment offer, particularly the elements that distinguish you from your key talent competitors.
❯❯ Company logo(s): These guidelines generally cover how and where the company logo is presented within typical digital and print communication formats, including websites, advertising, brochures, and presentations.
❯❯ Design elements: Guidelines for design elements cover graphics other than the logo, such as background texture, line style, white space, and color blocks, that must be consistent in order to reinforce brand recognition.
❯❯ Color palette and fonts: These guidelines establish the range of colors and fonts suitable for brand communication.
❯❯ Photography: These guidelines may specify a range of acceptable images to be used when communicating the brand or, more loosely define, a recommended style of photography (with illustrative on-brand and off-brand examples).
When your goal is to build a strong employer brand, the worst that can happen is that the talent you’re scouting for doesn’t care enough to visit your company’s career website, check out your list of job openings, or submit an application. You need to give them a compelling reason to tune in and engage, and that reason comes in the form of relevant content that the heads you’re hunting deem valuable in some way – educational, entertaining, engaging, enlightening, or perhaps all four.
❯❯ Employee profiles: The last decade has experienced a significant increase in employee-focused content, as opposed to content primarily focused on the company. A wide range of profiles are possible, including the following:
● Job profile: A story in which an employee presents her unique perspective on her position within the organization, including her responsibilities and typical “day in the life” challenges
● Culture profile: A story that captures the attitudes, values, and behaviors that everyone in the organization shares (or ideally you would hope should share)
● Passion profile: A story in which an employee is given creative license to reveal his personality and outside interests and show how these resonate with his work
● Hero profile: A story about an employee who overcame a significant challenge with the encouragement and support of the organization
● Team profile: A story of how the collaborative efforts of two or more employees within the organization achieved something neither of them could have done on his own
● Inside stories: A backstage pass that gives prospects a behind-the-scenes look at what really goes on in the organization
❯❯ Facts and figures: Cold, hard data that’s relevant to the audience and can’t be found anywhere else is often enough to draw the attention of the right people. For example, you could include your average annual investment per employee in training or the number of employees working outside their home countries. Infographics are often a great way to present data in a
