Creating an EVP That Serves Multiple Businesses
What if your brand isn’t a single organization but a family of several brands, each with its own priorities, competitors, and target candidates? That’s the challenge LexisNexis Risk Solutions Group (RSG) faced in 2020.
Under the leadership of Director for Employer Brand Shelley Jeffcoat, the company launched an EVP that served each of its eight brands while helping them distinguish themselves as employers. To do this, Jeffcoat’s team needed a strategy as unique as their organization.
Get Brand-Specific as Early as Possible
As early as the research stage, Jeffcoat’s team was organizing data by brand. With help from an external research firm, LexisNexis RSG explored each brand’s target candidates and demographics, its competitors, its functions, and more.
Think Bigger Than Promotion
The choice to equip each LexisNexis RSG sub-brand with its own EVP wasn’t simply marketing cleverness. Getting specific made the company more competitive as an employer and continues to impact the employee journey as well.
Empower Employees to Participate
Before the EVP launch, it was challenging for employees to engage with brand advocacy. They lacked clear pathways to actions like social promotion, leaving Glassdoor reviews (LexisNexis RSG had multiple Glassdoor profiles), and helping prospective candidates get in touch (there were multiple Careers web pages).
Invest in Your Employee Advocates
To generate internal momentum around brand advocacy, Jeffcoat knew she’d need to find employee advocates. She started her search with the talent acquisition team (a natural choice, as they were already skilled and experienced at representing the business to the public). But because of the company’s unique structure, Jeffcoat knew she couldn’t stop there; she’d need to pull in stakeholders from every brand and balance each brand’s representation.
To follow Shelley Jeffcoat’s work in employer brand, connect with her on LinkedIn. To identify the values and culture you want to create in your own company, get in touch.