Building your EVP from the inside out: The time has come
May 12, 2017 by Nicole Dorskind, Managing Director - ThirtyThree
Next week, the top minds in the talent space will meet in Chicago to share their methods and motivations behind employer branding. In preparation for the conference, we want to put forward a consideration for the future: The next goal of our industry is to build and execute great EVPs from the inside out. It’s something few practitioners have nailed, but it’s the next logical step. Think about it…
Most of you sit within talent acquisition and are focused on the candidate and the candidate experience. We have become amazing storytellers and have great new social channels and tools to amplify our message. But what happens once a candidate accepts the offer and joins on day one? The employer brand quickly becomes lost in a maze of communications around onboarding and other important internal messages from a variety of stakeholders.
So what’s the solution from the perspective of a employer brand practitioner?
- You own and drive external employer brand, employee engagement, culture and employee communications
- You sit at the table with the CHRO because attracting and retaining talent is at the top of his/her agenda and they ‘get’ what we offer
- To drive the EVP from the inside out, you must actively partner with senior HR stakeholders (who are now your peers since you are sitting at the same table), including:
- HR strategy and operations teams: for the employee experience and to gain valuable data
- Learning and development: because they will need your expertise to work with leaders to make the EVP a reality across the organization
- Diversity and inclusion: because employee resource groups are a great way to evangelize your employer brand, within and outside the company
- Comp & benefits: to be sure the package is tied to what you are promising
- HR Business Partners: who are the eyes and ears of the workforce
- Oh, and Talent Acquisition
- Wouldn’t it be ideal if the employer brand function reported directly to the CHRO, as a way to keep culture at the forefront and to give you access to the funding you need?
When you attend EBrandCon, connect with your colleagues about how you can make employer brand utopia a reality within your organization. Share your successes in this area. And let’s see if we can create the next chapter in our industry.
Nicole Dorskind leads ThirtyThree - North America, a global employment communications business. She helped launch the U.S. operation in 2009 and has played a major role in growing the organization. Nicole has assisted Fortune 500 companies effectively connect with talent through engaging and inspiring marketing and communication strategies, notably in employer branding, employee engagement and internal communications. From global investment banks and professional service firms to technology and healthcare organizations, Nicole and ThirtyThree have transformed the way their clients engage with talent, aligning the people strategy to the larger organization and delivering tangible value to the bottom line.
Nicole sits on the advisory board of Back on my Feet, a national organization that uses running to aid those experiencing homelessness make positive change in their lives. She is also a member of W.O.M.E.N In America and a mentor in NYC’s Imentor.org. Nicole holds a Bachelor of Arts degree from the University of Wisconsin-Madison, double majoring in Communications and Art History.
You can catch Nicole onstage at EBrandCon this Tuesday, May 16th from 1:00 - 4:00 - Learn more here.