With a foundation of planning and information acquired during the Discovery stage, the Nuuvo-B2E team can begin work on developing your brand strategy and messaging platform.
A major part of this undertaking is to develop the phrases, images and descriptions that work together to build the underpinnings of your reputation, and tell your story. This stage is bookended with developing a long term EB strategic plan, as well as establishing brand guidelines to provide a set of “how to” and “when to” policies and procedures to be used when applying and executing your employer brand.
Nuuvo-B2E Development Services include:
Employee Value Proposition
This is the “holy grail” of employer branding; determining your brand and message direction starts with the ‘values’ that people flock to. At the most fundamental level, it answers questions such as ‘Why did they join? And ‘Why do they stay?’ and with this understanding, our work can progress.
The long term strength of the brand will be based on its authenticity and ‘ownability’: Is it real? and can the organization support the brand promise? We seek to establish an understanding of the key ingredients, which are pinpointed in the EVP.
This is very different from a branding effort that is simply based on catchy slogans or images centred on the business of the organization or other promotional positioning. A good employer branding exercise based on a well researched and thoughtful Employee Value Proposition will incorporate everything your people experience and receive while being a part of the organization.
Once a solid foundation of information has been established, this fun and challenging part of the process can begin. We bring the Nuuvo-B2E Creative team, comprised of talented artists, user experience (UX) and copywriting professionals to the table to translate this factual information into creative, interesting and compelling stories. It is also important to note that this work doesn’t take place in a vacuum – we work in collaboration with, or on the advice of, your marketing team, to ensure that the work we do is in alignment with your corporate brand.
As appropriate, this exercise will see the development of messaging, short and long copy, headlines, sublines, imagery, icons, logos – ANY and ALL elements that will comprise your employer brand toolkit. Our deliverables can include storyboards, brochures, posters, social media pages, websites or website elements, videos, training materials – the list goes on. We can either create these in our own studio, or we can support your agency or in-house creative team to develop required components on their own.
EVP and Message Architecture
Your multiple stakeholders can include employees, candidates, executives, customers, shareholders, the general public ... the list goes on. The products of a good employer branding exercise should resonate with all of them. From tweets to long copy, from an elevator pitch to the career website, the messaging must be consistent, remain compelling and “ownable”, yet flexible enough to cover all bases and provide you with a complete toolset. Nuuvo-B2E will help you plan your strategies and find the balance. The preparation for this begins with identifying and understanding your stakeholder groups, and developing the “key ingredients list” that will be used during this stage of the project.
Style Guides and EB Toolkit
The Nuuvo-B2E team will prepare a PDF guidebook that establishes distinct policies and procedures on how to manage and implement all aspects of your employer brand. It will establish clear rules for creating a unified and identifiable presence for your employer brand and how it will be handled. This includes guidelines for everything from collateral design, messaging, posts, website aesthetic and content, personal communications, social media content, etc.
This “brand bible” is an indispensable tool intended to communicate the message and to facilitate proper management and use of the employer brand throughout the organization. It outlines brand goals and how they correspond to the organization’s employee philosophies and business objectives. It also answers key questions relating to correct spellings and use, imagery styles, the things people are allowed to or are supposed to say about the brand, preferred and prohibited marketing tactics, etc.
The style guide also serves as a manual for your designers. It will outline all of the basic design tools that are needed to create and distribute company communications – from allowable typefaces and styles, to a color palette, to image use, text and tone of voice, and digital versions of any custom icons or images that were created to represent your employer brand.