Why repelling talent is the best employer brand strategy
The counter-intuitive case for building a brand that filters as hard as it attracts.
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Insights
Ideas on the honest way to win talent.
Short essays on employer branding, EVP and the discipline of repelling the wrong people so the right people believe you. The thinking behind the book.
Employer brand strategy
EVP
A good EVP attracts talent, but a great one repels it
Why the strongest employee value propositions give people a reason to opt out.
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Talent attraction
The secret to writing a captivating job description
How to write for the person you actually want, not for the widest possible crowd.
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FAQ
Employer branding, explained.
What is employer branding?
Employer branding is the practice of shaping and managing an organisation's reputation as a place to work: how current and prospective employees perceive its value.
What is an employee value proposition (EVP)?
An employee value proposition, or EVP, is the mutual exchange between employer and employee: what people give in skills, effort and commitment, and what they get in reward, growth and belonging. It works best when it is honest rather than a sales pitch.
How do you build a strong employer brand?
To build a strong employer brand, audit real perceptions, define an honest EVP grounded in cultural reality, express it as a smart filter that repels wrong-fit candidates, activate it consistently across the candidate journey, then measure and refine.
The ideas started as a book.
Give & Get Employer Branding is where the whole method lives. Start there.