The Critical First 100 Days of an Employment Branding Program 1


The Critical First 100 Days of an Employment Branding Program 1

Do you have the complete resources and budgets to partner and engage one of the big named/well known advertising firms to build your Employment Branding Program, or can you, by using in-house resources, other departments and fellow colleagues, attempt this effort yourself?

After joining the firm (or moving into the role of Employment Branding Manager/Director) your first steps should be organized around ascertaining how your organization’s employment brand is perceived by key constituents both inside AND outside your company.


4 things to help get a fix on your employment branding

Inside your company you can:

1. Conduct focus groups with employees to identify the state of your company’s internal brand and purpose (i.e., employee affinity groups);

2. Conduct a Q&A with new hires during onboarding (at new employee orientations) about your “firm’s reputation and image;”

3. Review the internal organizational surveys your company conducts. This effort calls for building a partnership with your Organizational Development folks);

4. Lastly, you should re-review exit interview results, and possibly conduct a new survey of former employees about their views on the company and their reasons for leaving.


This is a critical and necessary step, as the information you gather from all of these sources and groups will be used in developing and testing your company’s employee value proposition (EVP).  Remember, your EVP will be used in:

Offer letters;

New hire onboarding and welcome emails;

Radio commercials;

Video commercials;

Marketing materials (U.S. and global);

Toolboxes;

External/internal career websites;

University campus flyers;

Table tents and trade booth displays;

Etc.




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