CMO · Toolkit · Intermediate · Saves 45+ hours
Employer Brand Toolkit
A complete system for building and managing your employer brand - the brand that attracts, engages, and retains talent. Separate from but aligned with your corporate brand.
What's included
- Employer Brand Strategy
- Employee Value Proposition (EVP) development framework
- Employer brand positioning template
- Culture story development guide
- Content Templates
- Career site copy templates
- Job description framework
- Employee story interview guide
- Behind-the-scenes content playbook
- Social media content templates
- Channel Playbooks
- LinkedIn Company Page optimization
- Glassdoor management guide
- Career site best practices
- Social media employer brand strategy
- Measurement Framework
- Employer brand metrics
- Candidate experience survey
- Employee advocacy tracking
Best used when
- Building employer brand from scratch
- Scaling hiring efforts
- Competing with well-known employers
- Improving candidate experience
- Reducing recruiting costs
Why this is Gold
Employer brand is often an afterthought that gets handed to recruiting with no strategy. This toolkit creates a systematic approach that competes for talent with the same rigor as competing for customers.
The template
PART 1: EMPLOYEE VALUE PROPOSITION (EVP)
EVP Discovery Questions
Ask current employees:
- Why did you join [Company]?
- Why do you stay?
- What would you tell a friend about working here?
- What makes this place different from other companies?
- What do you wish was different?
EVP Framework
| Pillar | Our Promise | Proof Points |
|---|---|---|
| Compensation & Benefits | ||
| Career Growth | ||
| Work Environment | ||
| Culture & Values | ||
| Purpose & Impact |
EVP Statement
Template:
"At [Company], we offer [unique combination] for people who [ideal candidate profile]. Here, you'll [experience/achieve] while [contributing to mission]."
Your EVP:
PART 2: EMPLOYER BRAND POSITIONING
Competitive Analysis
| Employer | Their EVP/Pitch | Our Differentiator |
|---|---|---|
Target Candidate Persona
| Field | Details |
|---|---|
| Role type | |
| Experience level | |
| What they're looking for | |
| Where they research jobs | |
| What matters most to them | |
| Decision factors |
PART 3: CONTENT TEMPLATES
Career Site Copy Template
Hero Section:
[Headline that captures your EVP] [Subhead that expands on what makes you different] [CTA: View Open Roles]
Why [Company] Section:
| Pillar | Headline | Description |
|---|---|---|
Life at [Company] Section:
- Photos of real employees
- Day-in-the-life content
- Team and culture highlights
Job Description Framework
Opening Hook (2-3 sentences):
[What's exciting about this role] [Impact they'll have] [Why now is a great time to join]
About the Role:
[3-5 bullet points on responsibilities]
About You:
[3-5 bullet points on qualifications]
Why [Company]:
[2-3 bullet points from EVP]
How to Apply:
[Clear next steps]
Employee Story Interview Guide
Questions to Ask:
- What were you doing before [Company]?
- What attracted you to this role/company?
- What surprised you after you joined?
- What's a typical day like for you?
- What's been your biggest accomplishment here?
- What would you tell someone considering joining?
- Where do you see your career going here?
PART 4: CHANNEL PLAYBOOKS
LinkedIn Company Page
Profile Optimization:
- Compelling tagline (120 char)
- About section with EVP
- Featured content showcasing culture
- Life tab with photos/videos
- Jobs tab enabled
Content Mix:
| Content Type | Frequency | Purpose |
|---|---|---|
| Open roles | As needed | Recruiting |
| Employee spotlights | 2x/month | Culture |
| Behind-the-scenes | 2x/month | Authenticity |
| Company news | As needed | Credibility |
| Thought leadership | 1x/week | Industry presence |
Glassdoor Management
Monthly Checklist:
- Respond to all reviews (positive and negative)
- Update company profile
- Add new photos/videos
- Encourage new reviews from happy employees
Review Response Templates:
Positive Review:
"Thank you for sharing your experience! We're glad to hear [specific positive]. We appreciate you being part of the team."
Negative Review:
"Thank you for your feedback. We're sorry to hear about [specific issue]. We take this seriously and would like to understand more. Please reach out to [HR contact] so we can discuss."
PART 5: MEASUREMENT
Employer Brand Metrics
| Metric | Current | Target | Frequency |
|---|---|---|---|
| Application volume | Monthly | ||
| Quality of applicants | Monthly | ||
| Offer acceptance rate | Monthly | ||
| Glassdoor rating | Quarterly | ||
| Employee referral rate | Quarterly | ||
| Cost per hire | $ | $ | Quarterly |
| Time to fill | days | days | Monthly |
| Employee NPS | Quarterly |
Frequently asked questions
What is the Employer Brand Toolkit?
A complete system for building and managing your employer brand - the brand that attracts, engages, and retains talent. Separate from but aligned with your corporate brand.
Who is the Employer Brand Toolkit for?
It is built for CMOs and their teams working on Brand & Positioning. The AI coach adapts it to your company, stage, and goals.
What's included in the Employer Brand Toolkit?
5 working sections: PART 1: EMPLOYEE VALUE PROPOSITION (EVP); PART 2: EMPLOYER BRAND POSITIONING; PART 3: CONTENT TEMPLATES; PART 4: CHANNEL PLAYBOOKS; PART 5: MEASUREMENT.
How long does the Employer Brand Toolkit take to use?
It saves roughly 45+ hours versus building from scratch. Our AI coach can tailor the toolkit to your situation in minutes, then hand you a step-by-step plan.
Is the Employer Brand Toolkit free?
Yes. You can read the full toolkit and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Employer Brand Toolkit?
The coach teaches you the framework, asks a few questions about your business, tailors the toolkit to you, and gives you measurable next steps to execute.