Change State, a leading recruitment marketing agency, offers a comprehensive approach to HR technology and brand messaging, with a particular focus on the concepts of employer branding and Employee Value Propositions.
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Change State, a leading recruitment marketing agency, offers a comprehensive approach to HR technology and brand messaging, with a particular focus on the concepts of employer branding and Employee Value Propositions (EVP’s). Founders Graham Thornton and Martin Predd bring their extensive expertise to the forefront, providing invaluable insights into these critical aspects of talent acquisition. "Change State is not your typical recruitment marketing agency," says Graham Thornton.
An employer brand is a company’s reputation as an employer, perceived by current and past employees, candidates, and the wider community. In that arena it is crucial to actively curate this brand through meaningful messaging and engagement. Enter the Employee Value Proposition. It is the crystallization of the unique ‘why’ behind choosing to work for a company. Although the concept of an employer brand (and an EVP) is relatively new in business, Change State believes it is a starting point for truly effective recruitment marketing. When done properly, it serves as a container for and the strategy behind a well-run talent acquisition function.
Strong EVP’s succinctly capture the unique reasons why someone would choose to work at a particular company. Change State urges that a strong EVP should be clear, concise, differentiating, and resonant – something employees can articulate in a sentence or two.
Graham and Marty’s backgrounds are quite unique, with a deep understanding of the nuances of HR technology and research-driven brand messaging. To create a compelling EVP, Change State focuses on four core principles: relevance, credibility, differentiation, and authenticity. First, the EVP must be appealing to the external talent market. “We can say things about ourselves, but if nobody cares, we’ve stalled before we even got out of the gate,” notes Marty. Second, the EVP must be believable and supported by concrete examples or “reasons to believe.” It should also set the company apart from competitors. Change State emphasizes to clients that if every employer in town can make the same claims, then where is the competitive advantage? Finally, the EVP must align with what employees genuinely experience. Change State reminds its clients that while it is okay to be aspirational, a company’s EVP’s must be rooted in the reality of the workplace, including challenging polarizing or aspects that may be off-putting to candidates who are unlikely to thrive within an organization.
While employer brands are relatively new, integrating them with consumer branding ensures consistency and authenticity. The label “employer brand” can suggest a separate brand entity, but Change State firmly maintains that a company as one brand with different faces. The most important face is arguably the consumer-facing brand, but there is also a reputation among the talent pools and employees. When done well, there should be a seamless connection between what companies say to consumers and what they say to potential employees, underpinned by a tight partnership between an organization’s talent acquisition and consumer marketing functions.
Change State’s approach begins with thorough research and strategic planning. This involves initial discovery and ideation sessions with executive leadership and stakeholders to identify potential answers to the “why work here?” question, followed by comprehensive employee and candidate surveys to choose and hone the strongest EVP to bring to market. This rigorous, research-driven approach ensures an EVP that is not only appealing, but also representative of actual employee experiences. Surveys, when well-structured, provide critical data for accurate EVP development. Change State uses established consumer marketing methodologies to evaluate the effectiveness of their EVP concepts, and the company maintains that strategic surveys are essential for gathering insights and the
Once a winning EVP has been articulated, the next step is activation through new creative. While many organizations skip straight to this step based on a hunch of what their EVP should be, it should in fact be a final step that occurs after the foundational strategic work has been completed. During activation, Change State brings their research to life with compelling career sites, testimonial videos, and other recruitment marketing collateral, rooted in the strategic framework established by the Change State’s research.
The company’s holistic approach to employer branding and EVP development ensures that businesses can effectively attract and retain top talent. By focusing on relevance, credibility, differentiation, and authenticity, Change State helps companies create compelling and truthful employer brands that resonate with current and potential employees alike.
For more information on Change State’s services and insights into employer branding, visit www.changestate.io
About the company: Change State was founded with a compelling new vision of what businesses should expect from their recruitment marketing agency. Our in-depth knowledge of HR technology, combined with recruitment marketing techniques rooted in a deep understanding of emerging trends in advertising, allow our clients to take the next step in their HR digital transformation.
Contact Info:
Name: Brie McKinley
Email: Send Email
Organization: Change State
Website: https://changestate.io
Release ID: 89132237
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