How long does the process usually take?

In a perfect world, it can be done in 2.5 weeks, but I recommend allowing for 4 weeks. Schedules are always more tricky than you expect.

Is this an employer brand or EVP?

You know the joke about how the person going into the hardware store looking for a 1/4" drill bit doesn't really want a 1/4" drill bit? They really want a 1/4" hole (or to hang up a mirror). This is the same idea. No one wants an EVP or employer brand. They want a cohesive strategic approach to telling their story across a number of channels. That's what this is.

What does the marketing team need to know?

That this will dovetail smoothly into their own work, so they can choose to ignore it knowing it won't complicate their lives, or they can embrace it warmly as a new set of emotional colors to paint with. Full disclosure, I've had three different employer brands stolen by their marketing teams, so I know marketing will love the result.

How involved will I be in the process?

Most of your work happens at the top of the project: selecting competitors, selecting focus group and interview participants, and answering any questions about the company. After that, you'll be focused on the final product and implementation. You're busy, so this is designed to not be a distraction.

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