This week we’re learning from Ben Phillips. Currently Global Employer Brand Lead at Boosky (previously in leadership roles at IBM & Hootsuite).
Ben shares actionable tips that all recruiters can take action on, especially in early stage companies where an Employer Brand strategy may not be well defined.
If you’d like to hear a full interview with Ben, check it out on on YouTube, Spotify or Apple Podcasts. Any subscribers on these channels would be a huge help!
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1. Building an Employer Brand Framework
"Without strategy, your identity has no direction. Without identity, your strategy has no face. And without activation, your strategy and identity have no visibility."
In an ‘ideal’ world, these are the steps Ben defined an employer brand would be defined in:
Start with Strategy: Define the heart of your employer brand; your mission, vision, values, and EVP (Employee Value Proposition).
Create an Identity: Use visuals like colour palettes, typography, and tone of voice to represent your brand authentically.
Activate Your Brand: Ensure tools and assets are accessible across hiring, onboarding, and beyond to bring your brand to life.
However an ideal world is often non-existent (especially in early stage companies) so how can operational recruiters improve their candidate attraction?
2. What to Do When Strategy is Missing
"You need to get comfortable working in the world of ‘good enough, not perfect’ - test, learn, and adapt."
Practical Takeaways:
Focus on Role-Specific Insights: If company messaging isn’t fully developed, tailor your content to the specific role you’re hiring for.
Leverage Existing Resources: Borrow visuals or messaging from your marketing team to create a temporary identity.
Engage with Employees: Speak to high performers to uncover authentic narratives about the realities of the role and company culture.
3. Balancing the Gold and the Coal
"Every strength comes with a sacrifice. Reveal the real by balancing the gold (the benefits) with the coal (the challenges)."
Practical Takeaways:
Be Honest: Instead of sugarcoating, highlight the realities of the role. For example, “You’ll need grit and a self-starter mindset, but the rewards and recognition make it worthwhile.”
Show Balance: Pair the challenges with the benefits to attract candidates who align with your culture and values.
Be Specific: Avoid vague statements like “we’re innovative.” Instead, describe how your innovation impacts employees and customers.
4. The Power of Candidate-Centric Messaging
"Most job ads start with ‘we are looking for.’ Flip the script and focus on the candidate instead."
Practical Takeaways:
Rewrite Job Ads: Start with “Your opportunity at [Company Name]” instead of “We are hiring.”
Highlight Benefits for the Candidate: Focus on how the role contributes to their growth, success, and career trajectory.
Avoid Jargon: Use clear, human language that resonates with your target audience.
5. Measuring Success in Employer Branding
"It’s not about volume. It’s about attracting better quality candidates and creating smaller haystacks to find bigger needles."
Practical Takeaways:
Track Quality over Quantity: Focus on improving the quality of applicants rather than increasing application volume.
Use Simple Metrics: If advanced analytics aren’t available, use tools like Bitly links to track engagement or measure pass-through rates in your hiring funnel.
Optimise Job Ads: Ensure your job ads are engaging, candidate-centric, and infused with your brand story.