What it does

The Communications Strategy Builder will help

you plan and align your EVP and employment

Communications
branding communications around prioritized
attributes and messages for critical talent
segments.

Strategy Builder Instructions

Slide 1: EVP and Employment Branding

Communication Strategy - Illustrative
Slide 2: EVP and Employment Branding
Communication Strategy – Template
Slide 3: Tips on Crafting EVP and Employment
Branding Messages

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EVP and Employment Branding Communication
Strategy – Illustrative
Instructions: Understand how you can revise the communication strategy elements to align the EVP and employment branding messages around prioritized attributes or
messages for your critical talent segments.

Prioritized EVP Attribute or Message: Development Opportunities and Global Networking Opportunities

Critical Talent Current Focus and Source of Revised Focus and Source of Revised Channel(s) Revised Format(s)
Segments Communication Communication (where required)

• Recruiters: Introduce organization wide

development courses.
• Recruiters: Introduce organization
• Twitter • Photos
wide development courses.
• Hiring Managers: Provide opportunities to • Flyers • Short text
Recent Graduates work directly with senior leaders on major • Campus job fairs • Employee
• Hiring Managers: Provide
projects. • Employee networking
opportunities to work directly with
conversations sessions
senior leaders on major projects.
• Employee Advocates: Narrate personal
stories of global experiences.

• HRBPs: Inform and encourage HIPOs to • Employee focus

enroll in manager and leadership group discussions
• Guidance material
development programs globally. • One-on-one
on career pathing
• Managers: Provide opportunities to sessions with
• Infographic
HIPOs work directly with senior leaders on • Managers: Provide a platform to HIPOs to managers
• Self-service portal
major projects. be in charge of finding their own • LinkedIn
development opportunities at the • Rewards Portal
organization—informal mentors, stretch • L&D Portal
assignments.

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1 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
EVP and Employment Branding Communication
Strategy – Template
Instructions: List your prioritized EVP attribute or message and your critical talent segments. Document the given communication strategy elements to align the EVP and
employment branding messages.

Prioritized EVP Attribute or Message:

Critical Talent Current Focus and Source of Revised Focus and Source of Revised Channel(s) Revised Format(s)
Segments Communication Communication

• <Add the revised • <Add the revised

<Add your critical • <Add the current focus and source of • <Add the revised focus and source of
communication communication
talent segments> communication> communication>
channels> formats>

• <Add the revised • <Add the revised

<Add your critical • <Add the current focus and source of • <Add the revised focus and source of
communication communication
talent segments> communication> communication>
channels> formats>

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2 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Tips on Revising EVP and Employment Branding
Messages
Instructions: Use these practitioner tips to craft or revise messages for EVP and employment branding communications and address the misalignment.

For EVP Communication Messages For Employment Branding Communication Messages

 Easy to Interpret: Draft short description of each attribute in clear and  Competitively Positioned: Draft branding messages that differentiate
simple language and free of HR jargon, internal acronyms or vague your organization’s strengths and unique offerings and are competitively
business phrases. positioned.

 Employee-Oriented: Articulate the attributes in terms of the value your  Emotionally Resonant: Draft messages that are emotionally resonant
current and future employees will get from working at the organization, and connect the potential candidates to the organization’s mission and
rather than listing characteristics of your organization. purpose.

 Branded: Choose a theme, conveyed through your language and/or  Organizational Fit: Draft consultative messages that drive reflection
visuals, to tie the EVP together and make it more interesting for about industry, organization and role fit.
employees.

 Globally Applicable: Articulate your EVP in a way that is relevant

across the organization, applies to all regions the organization currently
operates in. If you have segmented your EVP for critical talent segments,
your overall EVP should still resonate with your entire workforce.

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3 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.