Why is it, that after so many hours of research and creative thought, so many employer brands turn to the bland side? Is it a confidence issue, a battle between functions or a lack of bravery? Mark & Tom chatted it through.
If you've been working in the world of employer brand and EVPs for any amount of time you'll have noticed that some employers seem to manage to crack the code that allows them to talk powerfully and confidently about the offer that they have for their people. Whilst others, they start off with the best intentions but unfortunately end up on the well-trodden path to mediocrity (at best).
There are, of course, many ingredients for any secret sauce. The same is true for great EVPs; the clarity of business plan; the people delivering the work; the collaboration cross-function; the creative partner you choose (ahem); the strategy that you build; the amount of time allowed for the brand to land and mature; and yes, of course, to some extent the budget that's allocated to the work.
But more than anything else, it seems to be a relentless focus on thinking about who's going to receive your content. The tenacity to never give up trying to understand them, the empathy to understand what it is that most interests the people that you want to influence and the bravery to step things up a gear when you need to. Tenacity, Empathy & Bravery. Not a bad combination.
We might have talked about this in a talk that we gave at TA Global Gathering, July 2020. But then again it might have been something entirely different. If you've got 15 minutes worth of curiosity, you can find out in the film below. If you'd like to find out how we can help you, click here.