This is going to make a lot of people mad. I’m almost sorry.
What kind of car should you get? If you go online and ask what kind of car is best, you’ll be hit with dozens (if not hundreds) of questions. City or suburb? Just you or a family? How big? Fast or safe? Reliable or sexy? Gas or electric? Gonna tow anything? Do you camp? What’s your garage/parking situation? etc. Anyone who tried to tell you what the best car was without learning a LOT about you is a complete fool. The Mini Cooper you love won’t work for a family of four. You might lose that Honda in a parking lot, but it never stops working. Subaru vs Porsche, Mazda 4-door vs full-cab pick-up? The question of “what’s the best car?” is so unanswerable, they pretty much only show up on Yahoo Answers to troll the naive.
So how come whenever someone asks what employer branding partner they should use, a dozen-plus people chime in and drop names on who they used? How come the request for names isn’t followed by a flurry of questions? Big company or small? What industry? What’s the internal appetite for change and leadership’s willingness to accept unpleasant findings? Do you need data-driven or creative-driven? Does the project require deep research and interviewing 100 people or is a minimum viable product enough? Is leadership going to demand an industry “name,” or is a smart process/framework more interesting? Is there an assumption that they will help you sell the brand internally? Is there an assumption that they will help you activate it? The list goes on and on.
But I never see those questions. Never. It’s like when someone asks for a “good” contractor locally, everyone names who remodeled the bathroom or fixed a door out of plum (as if those two jobs could be interchangeable).
There are so many different approaches and philosophies to building an employer brand (EVP, brand promise, call it what you will), asking for people to help you is like asking what car you should buy.
So let me be clear: if you are selecting your EB partner without defining the criteria you’re selecting with, stop. Go get a dartboard, fill it with generic brand promises and start throwing. At least it’s cheaper.