The Magnetic Brand Builder
Transform your employer brand reputation and attract the right employees with Magnetic Brand Builder™
Employer brand work stalls when the strategy behind it is never properly defined, and the cost of that shows up later in slower hiring and higher turnover. Belong Creative has a market-leading process optimised over 15+ years in collaboration with some of Australia's leading employers. Discover what each phase includes, what it costs and how long it takes, so you can weigh it up before you commit. Every phase produces something you can put to work, not just a document to file.
In short
The Magnetic Brand Builder is our proprietary employer brand strategy framework. It is the four-phase process Belong Creative uses to research what your people value, define your Employee Value Proposition (EVP) and build the Employer Brand system around it, so mid-sized businesses and larger, can attract, engage and keep the right employees.
Key takeaways
- The Magnetic Brand Builder is an end-to-end EVP and employer brand program, covering research, strategy, creative and activation.
- The framework runs across four phases - Evaluate, Calibrate, Create and Activate - over approximately six months from first research session to launch.
- Phase 1 (Evaluate) uses qualitative and quantitative research to clarify what employees value about working for you and where you genuinely differ from competitors.
- Phase 2 (Calibrate) delivers an Employee Value Proposition (EVP) that aligns with your talent and business objectives, and Phase 3 (Create) develops three brand concepts and tests them with employees.
- Phase 4 (Activate) produces up to 60 pieces of branded collateral and operationalises the employer brand so it can be used at scale.
- For a full end-to-end process, pricing starts from $135,000 + GST and the first step is a free Magnetic Brand 'Fit' Session with Belong Creative's Brand Strategist, Simon Druery.
If you are after an end-to-end solution for the development and deployment of your Employee Value Proposition (EVP) and Employer Brand, then Belong Creative's Magnetic Brand Builder is the ideal solution; from research, strategy, and creative through to activation.
However, if you're;
• Localising a Global EVP, or
• Require tactical employment content marketing
our Magnetic Brand Builder is not suitable. That said, we'd love to assist you with these challenges through our regular consulting work. Simply reach out to us at hello@belongcreative.com.au
So...still a good fit for Magnetic Brand Builder? Then great - read on!
Statistics show that investing in Employer Branding can deliver:
28% reduction in turnover
50% reduction in cost per hire
1-2X decrease in time to hire
3X trust for candidates
Sources: EveryoneSocial and HCI.
Our Magnetic Brand Builder process has 4-key phases:
Phase 1 - Evaluate.
We conduct qualitative and quantitative research to clarify what your employees love about working for you and what sets you apart from competitors.
Phase 2 - Calibrate.
Delivers an Employee Value Proposition (EVP) that strategically aligns with your talent and business objectives.
Phase 3 - Create.
Brings to life a magnetic Employer Brand that is authentic, relevant and differentiating to attract, engage and retain the right employees.
Phase 4 - Activate.
Produces 60 pieces of branded collateral and operationalises your Employer Brand to be leveraged at scale.
From research, through to strategy, creative and activation, Magnetic Brand Builder is a linear process. Each step must be completed to the highest standards and tested before it can inform the next phase. This ensures alignment with your business and talent objectives, as well as providing opportunities for buy-in from executive leaders at key milestones.
*Note: If you have a very large and or segmented employee base and therefore require broader research inputs, this can extend the duration of the project.
Phase 1 - Evaluate. From $30,000. Cost of research depends on the breadth/depth of research (i.e. No. of focus groups and segmentation) required to best represent your employee base.
Phase 2 - Calibrate. $15,000. Delivers your EVP Framework including strategic pillars aligned to talent and business objectives.
Phase 3 - Create. $25,000. Explores 3 x Employer Brand concepts, narrative and testing with employees, refinements and Employer Brand Guidelines.
Phase 4 - Activate. $65,000. Delivers Employer Brand Assets such as employee stories via video and copy, digital banners, social banners, careers website content, leadership & hiring toolkit and high-level launch plan.
If you'd like to know more about Magnetic Brand Builder we'd love to connect and learn about your business and see if we'd be a good fit for each other. Simply book your FREE Magnetic Brand 'Fit' Session with our Brand Strategist, Simon Druery at a time that suits you. We look forward to meeting you.
Hear what our clients have to say
"The team delivered a well-researched and articulated EVP for Roche Pharmaceuticals. It aligned with our global framework while bringing to life our unique local attributes with genuine heart. The creative content was produced to a high standard and the whole project managed with flexibility, expertise and commitment towards creating a great result."
"It’s been a pleasure working with Belong Creative on this project. Through their expert guidance and strategic thinking they have provided us with a robust EVP framework, which we can tailor to different target audiences in a creative and engaging way. Always flexible and collaborative they have supported a variety of EVP related projects since, which has allowed us to breathe life into the messaging and create a candidate experience we can be proud of."
"Given the number of moving parts and internal logistics, Simon and the team remained calm under pressure and were true partners in helping me to present the best possible options to my stakeholders. Overall, it was great working with consultants who were leaders in their given field and stepped to the fore at different stages of the project to make it all happen!"
Since 2009, we’ve been helping some of Australia’s leading businesses create more belonging for their brands. So who are we? We’re purpose-led (to create belonging) and values driven. We’re local. Down-to-earth. We believe in the power of big ideas and asking great questions. We’re big on strategy before design. We do work that works. And that's just the beginning...
Frequently asked questions
Is the Magnetic Brand Builder a brand strategy project or an employer branding project?
It is an Employer Brand strategic process. It defines your Employee Value Proposition and the brand system built on it, so you magnetise the ideal you want to hire and keep. Customer-facing brand strategy and customer value proposition work is a separate engagement at Belong Creative, though many clients run both.
How long does the Magnetic Brand Builder take?
About six months end to end. Large organisations with several distinct workforce segments can run longer, because the Phase 1 research has to cover each segment properly instead of averaging them into one view.
What does it cost?
From $135,000 + GST for all four phases. Individually, Evaluate starts at $30,000, Calibrate from $15,000, Create from $25,000 and Activate ranges from $65,000 - $120,000 + GST. The main variable is the scope of research in Phase 1: the number of focus groups and employee segments needed to represent your workforce as well as the degree of activation.
Who is it not for?
If you are localising a global EVP that has already been set overseas, or if you only need tactical employment content marketing support, our full Magnetic Brand Builder process may not be suitable. It is built for medium to large employers who want to shape their own employer reputation, and it has been refined over a decade with some of Australia's leading employers. Note: However, Belong Creative can quote on localising EVP messaging and recruitment marketing campaigns as distinct projects.
What results can employer branding deliver?
Belong Creative cites research that strategic Employer Branding can deliver up to 28% reduction in turnover, a 50% reduction in cost per hire, a 1-2X decrease in time to hire and 3X trust for candidates. Sources: EveryoneSocial and HCI.
Explore our employer branding, Employee Value Proposition, brand strategy, customer value proposition, how we run a project, the Roche EVP project, our employment case studies and book a Magnetic Brand 'Fit' Session.