There are 2 challenges which are now on top of everybody's mind:

1) how to do employer branding in the coronavirus days and

2) how to do employer branding in the recession which will follow the coronavirus crisis.

I'm offering this simple phrase, to kids from 5 to 92, although it's been said many times, many ways... merry employer branding, to you.

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We should all be trying to measure our activities and make well informed, data based decisions. Employer branding is no different. Whenever you are trying to add new KPI's and measure something, a lot of people will be against it. And sure, you can always find more reasons why not to measure something rather than to measure it. In your employer branding career you'll sometimes have to invent KPI's and learn what can be measured and how to ensure you're on the right track. Without metrics and analytics, you'll have a much bigger problems along the way so doing it from scratch and during your strategy development process is the best way to start learning which metrics work and which don't. Hope I add some clarity with this episode.

Sincerely,

Your elected representative

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Instead of looking to short term perks and benefits which majority of employees take for granted and everyone can copy, look at your capabilities. Pick the places to compete where there will be no gap between strategy and execution, because you already have those capabilities in place. Learn more about the fundamental value of employer value proposition and some logic behind strategic alignment between EVP, business strengths and execution.

Strategy vs. execution gap and business capabilities approach I apply in EVP consulting work is based on the framework described in:

Leinwand, Paul & Mainardi, Cesare R.: "Strategy That Works: How Winning Companies Close the Strategy-to-Execution Gap", Harvard Business Review Press.

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