Employment3 Apr 2023Simon Druery

Activating your Employer Brand: A Step-by-Step Guide

Developing your Employee Value Proposition and Employer Brand is a great start. But they are only tools and unless you activate them in market, they won’t make a difference. Don’t treat your Employer Brand like a one-off marketing campaign that ends up gathering dust on a shelf. Your Employer Brand is a living entity that continuously works 24/7 to help you attract, engage and retain the right talent for your business moving forward.

By taking a pro-active approach and continuously engaging with your current employees, potential candidates and the talent market in general means your Employer Brand has a much higher chance of being effective.

Central to success is what we call Employer Brand Activation. This means operationalising your Employer Brand by applying it in a relevant way to every touchpoint in the candidate and employee ecosystem.

Activation brings to life your EVP through Employer Branding initiatives that; capture the heart of your workforce, convincing them to believe in your employer brand; providing them with the proper knowledge, cultural insights, values and tools to quickly and clearly understand “what am I signing up for here!”

In an era of heightened competition for talent, it is essential to recognise the power of seeing your Employer Brand as a whole-of-business asset.  

While external messaging strategies are critical, an internal activation campaign can also be a powerful tool for galvanising and empowering employees to remain loyal to your company. By reinforcing why your workplace is exceptional, you can prevent top talent from being lured away by rival employers. 

Moreover, initiating an internal activation campaign can provide swift victories and valuable insights before proceeding with external efforts. By commencing with an internal activation campaign, you can assess the extent to which your Employer Brand is embodied and embraced and identify opportunities for advocacy via employee brand ambassadors to promote your company's reputation as a top employer.

Use your Employer Brand Strategy as a guide to content creation and communication

When you want to activate your Employer Brand, you must develop and communicate content that connects candidates and employees with the things that they value most. You can do this by leveraging the messaging in your Employee Value Proposition. Then knowing which talent segments you wish to connect with, create EVP-aligned content that will resonate with them, promoting it via channels where they like to ‘hang out’. That may be on Facebook, LinkedIn, Insta, YouTube, careers expos, on job boards or even cinema or radio depending on your audience. Keep in mind you want to adapt your content to be suitable for all these different channels to maximise engagement.   

Leverage your Employee Value Proposition (EVP) to create a library of authentic people stories

Your EVP helps establish credibility with your target audiences. When your EVP combines with real employee experiences, it helps authenticate your Employer Brand in a relatable way. Creating a library of employee stories is a powerful asset that you can use again and again to build that trust. 

Kick off with Quick Wins (first 90 days)

Deploy your EVP Narrative across all your owned channels

Your EVP narrative is a cornerstone Employer Brand asset that will help you connect with your employees and convey how compelling your employee experience is to potential candidates. Deploying your EVP story across your owned channels; such as careers website, LinkedIn Life, and job ads, is a quick win to bring consistency to how you wish to position your Employer Brand to influence your internal and external audiences.

Create Employer Brand Guidelines so everyone is consistent with messaging, look, and feel

By creating and using guidelines that sum up your Employer Brand you will ensure that messaging is consistent throughout all touchpoints with candidates and employees alike. It will help your Employer Brand establish itself as trustworthy and valued. And this consistency will build brand awareness around the positioning you have strategically chosen to promote to market.

Launch internally using EVP ambassadors

When your EVP gets thoroughly embedded with employees across your organisation, they become brand advocates. Leverage the most vocal of these employees from different levels and divisions of your business and support their advocacy with tools and content that will help them amplify your strategic EVP pillars. People trust people over companies which is why the ‘word of mouth’ advocacy of Employee Brand ambassadors is one of the most powerful (but also cost effective) channels at your disposal.

Plan future major Employer Brand content updates
Measuring the success of your Employer Branding efforts
Frequently Asked Questions

Why is it essential to have an Employer Brand?

If you are an employer, you already have an Employer Brand. It lives in the hearts and minds of potential candidates and current employees. The question is “are you influencing it?”. A research-led Employer Brand is a proven and effective business tool to help you retain and attract the best talent in any industry.

How much should I spend on activating my Employer Brand?

The total spend will vary according to the value you place on attracting, engaging and retaining the right talent. On average you could spend between $50,000 - $85,000+GST to invest in highly produced videos, photography and written employee testimonials. Keep in mind you can leverage these assets over all your owned channels both internal and external for at least 1-3 years, providing a rich and authentic insight into the employee experience for candidates and re-affirm that with employees as well.

How long does it take to activate my Employer Brand?

It varies. However if you have no assets such as employee testimonials (written, photographic and video) you may need at least 8 weeks to plan, shoot and edit this content so it is market ready. If you already have these assets, which should be aligned with your EVP, then you can start building smaller tactical activations within 1-2 weeks. Remember you should be actively deploying employment marketing communications regularly to keep your internal and external audiences engaged and up to date.

What are some excellent examples of Employer Brand Activations?

• Allianz Australia - developed a conceptual series of EVP videos winning Best Use of Video 2022 (ITAs)

• Allianz Australia - first-ever ambassador program leveraged bold graphics to amplify EVP content via personal social profiles

• Roche Pharmaceuticals - over 90 pieces of EVP aligned content including videos and quote cards


• BAI Communications - global flexibility in web and social banners to suit different regions and employee stories for website along with Employer Brand guidelines and Leader Toolkit


Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.