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The EVP & Employer Brand Subway System: Find Your Stop.

  • 11.14.2019

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  • Zachery Tweddell


The discovery process is where we begin to develop an understanding of the employee experience and how that aligns not only with candidate wants and needs, but also with your short- and long-term business goals. Ultimately, if your Employer Brand is going to have a positive impact on your ability to attract and retain top talent, we need to create a system that allows you to be each of the following:

  • Authentic
  • Attractive
  • Differentiated
  • Credible
  • Sustainable



Many versions of EVP development can leave you with more questions than answers. Clients often come to us with an overwhelming amount of data, but no idea how to activate this knowledge in a way that is helpful to candidates. At Bayard, we focus heavily on the strategy behind what comes next. As part of this phase, we look both to create alignment between content topics and the factors that impact candidate decision making, as well as to make strategic decisions on where and how stories should be told. 

As far as deliverables are concerned, you would expect to receive:

  • Site Map
  • Message Architecture 
  • Launch Kit Plan
  • Brand Voice & Tone displayed through EB Story & Pillars




The envision phase is where everything starts to come to life through the visual expression of your brand. Many elements play a key role in ensuring that craft and elegance are in harmony with user experience and functionality. These elements include typography, layout, structure, photo, and video all implemented as part of one visual system. 

At first glance, calling it a “system” may seem a bit overwhelming; however, we refer to it as such because of the scalable nature of the process. There are many factors that play into how large or small you start with the implementation of your employer brand. It could be that budgets are tight, that you need to make some wins quickly, or that you want to dive in and do it all yesterday. Whichever situation your organization finds itself in, it’s important that a system is in place to allow for consistency when we look to supplement your employer brand down the road. After all, as part of the hiring process, candidates view your brand on anywhere from 10 to 17 different touchpoints – a startling number that shows no signs of decreasing in the face of ever-advancing technology.



The activation phase is where we finalize assets and stories, which are optimized for the mediums through which our message will be delivered. The most common version of this is through a careers site and the four key phases include:

Job search functionality. We maintain partnerships with all leading ATS providers and CRM’s so that we can implement the best job search practices in the most seamless way possible. The more control we have over the candidate journey through apply and beyond, the better.

EVP storytelling – It’s critical to provide an authentic view of your organization through the perspectives of those in roles that you’re looking to hire more of. Mapping this back to key themes uncovered in the discovery phase will maximize impact by providing a candidate with easy access to the content that resonates with them the most.

Design experience – The design experience reflects the implementation of the visual brand system. We will make key decisions around pacing, imagery, and video, among other critical factors in order to ensure that you are best represented and differentiated from your competition.

Engaging interactivity. Be surprising. If you want to set yourself apart from the competition, you must create visual interest in addition to engaging content. When candidates visit your site, engaging interactivity can be a great way to keep them there – just keep in mind that it must play a role in an intuitive journey, not cause confusion. 

For more information on what this process could look like for your organization...
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