With Keji Mustapha

Delivered at Kandidate’s Portfolio Hiring Event in London

Keji heads up all things Brand and Community at Partech, an EU headquartered global investment firm that invests multi-stage from seed to late stage across sectors and geos.

The What:

• Employer Brand starts by defining your Employee Value Proposition (EVP), which is essentially, how you articulate the value you offer to employees, and the experience they can expect from a career at your company.
• Your Employer Brand is how you market your EVP, to create desire for your company / role, that lets you attract and retain the best people.

The Why:

• 9/10 candidates would apply for a job when it’s from an employer brand that’s actively maintained
• 96% of companies acknowledged Employer brand can positively or negatively impact their revenue

7 ways to improve your Employer Branding:

1. Employees before customers: Think about your employees as customers. What are the touchpoints to optimise and tweak to let your employer brand shine? Start with overlaying the two journeys to get some inspiration.
2. Articulate what you offer: define your EVP and articulate this to the market. Use your top performers’ feedback and integrate this into your EVP. 
3. Consistent Messaging: Ensure consistent messaging across all channels. Check that your careers page ties in with your EVP, and include a snapshot of your EVP and how you actively implement this internally. 
4. Transparency fosters loyalty: be transparent with your employees i.e. compensation benchmarking, career progression, DEI progress, L&D opportunities, company strategy, and leadership team priorities.
5. Spotlight your people: to give people a better sense of your company, identify your employee advocates, give them recognition. It adds value as it helps them to build their personal profiles online, andgives prospective talent a better perspective of who you are. 
6. Measure what matters: start with your employer brand index- a bottom-up view of what past, present, and future employees think about your company. Measure that over a fixed period of time against employer branding metrics such as candidate NPS, career page analytics, offer acceptance rate, candidate demographic, DEI, job satisfaction, company culture, etc. 
7. Design a delightful experience: work on your talent attraction and employee retention. Set regular touchpoints with employees, recent hires, and candidates in the recruitment process. Design your onboarding to reflect your employer brand. Don’t forget to ask for feedback!