From Inside Out: Aligning Culture with Employer Branding

Potential candidates trust your employees more than your marketing. Turn their authentic stories into your greatest recruiting asset.

#1about 3 minutes

Defining employee advocacy and its modern relevance

Employee advocacy empowers employees to share authentic stories, which is crucial because candidates trust peers more than corporate messaging.

#2about 5 minutes

Balancing authenticity with corporate guidelines

To maintain authenticity, companies must trust employees to post on personal channels while providing clear guidelines and capability-building training.

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A case study on launching an advocacy program

Coca-Cola HBC successfully launched its program by addressing leadership fears and using an open call for volunteers to ensure genuine participation.

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Aligning internal culture with external employer branding

Effective employer branding starts by building a strong internal culture first, as a mismatch between external promises and internal reality quickly erodes trust.

#5about 4 minutes

Building an authentic employee value proposition (EVP)

Creating a relevant EVP requires interviewing high-potential employees to understand their experiences, rather than relying solely on leadership or agencies.

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Using employee feedback for continuous improvement

A comprehensive listening strategy combines feedback from multiple touchpoints like onboarding, surveys, and exit interviews to get a complete picture for improvement.

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Three essential steps for launching your program

A successful employee advocacy program requires defining clear objectives, choosing a technology platform, and investing in employee capability building.

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The future of employer branding with AI and courage

While AI can assist with content creation, the future of employer branding depends on companies having the courage to experiment and trust their employees.

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The state of employee advocacy adoption in Europe

Recent statistics show high awareness but low implementation of employee advocacy programs in Europe, highlighting a significant opportunity for companies to gain a competitive edge.