employer-branding-evp

---
name: employer-branding-evp
description: "Build employer brand and Employee Value Proposition: EVP definition, careers-page content, recruitment marketing, review-site management, and talent-audience campaigns. Use when the user asks to improve employer brand, write a careers page, define an EVP, respond to Glassdoor/Indeed reviews, or run recruitment marketing."
---

# Employer Branding & EVP

## Purpose
Strong employer brands cut cost-per-hire and time-to-fill materially and lift offer acceptance. EVP is the foundation: the honest answer to "why work here?"

## EVP development (research first, never invent)
1. Gather evidence: engagement survey results, exit interviews, stay interviews, review-site themes, offer-decline reasons.
2. Cluster into 3–5 pillars (e.g. growth, impact, compensation fairness, flexibility, team quality). Each pillar: claim + 2–3 proof points (real policies, numbers, stories).
3. Test for honesty: would current employees confirm each pillar? An aspirational EVP that contradicts reality backfires (hires leave fast, reviews worsen).
4. Differentiate vs talent competitors: what do we offer that the companies we lose candidates to don't?

## Careers page blueprint
- Above the fold: one-sentence EVP + open roles
- Pillars with proof (real photos/names of employees, not stock)
- Hiring process transparency (stages + timeline — big trust builder)
- Benefits & compensation philosophy (bands or at least philosophy)
- Team/location pages for key talent pools
- Mobile-first; application ≤15 min

## Recruitment marketing
- Talent audiences: active seekers (job boards, SEO for "[role] jobs [city]"), passive (content, employee advocacy, events).
- Employee advocacy program: content kit, guidelines (voluntary, authentic), recognition.
- Always-on content calendar: team stories, engineering/problem blog posts, day-in-the-life.

## Review sites (Glassdoor, Indeed, etc.)
- Monitor monthly; respond to reviews (all negative, sample positive): acknowledge, never argue, never identify the reviewer, state one concrete action or context.
- Never incentivize positive reviews — detectable and credibility-destroying.
- Track: rating trend, themes (recurring complaints = real problems → route to HR ops).

## Metrics
Source-of-hire quality, careers-page conversion (visit→apply), offer acceptance, employer-brand share of voice, review rating trend, referral hire %.

## Deliverables
- EVP doc: pillars + proof points + messaging per audience
- Careers page copy (full)
- Review-response templates
- Quarterly employer-brand dashboard spec