When it comes to activating your Employer Value Proposition, it’s important to start with small, achievable steps, see what works, revise and refine what you are doing based on the success data you get back, and continue to grow.
It’s tempting to be over cautious, though.
Yes, take baby steps, but sometimes, alongside the incremental improvements and increases in volume, it can pay to follow your instincts and do something radical. Or at least something you haven’t tried before.
If you don’t try something different, how do you know it will work?
As long as you measure the results, and are prepared to fail, it could well be worth it.
When you’re budgeting, set some money aside as and “experiment budget”, and use that when an idea strikes you.
We use the rule of thumb of 5% of the overall advertising budget for experimentation. That way the money is there if you want to use it, and if you don’t it can be fed back into advertising campaigns to boost them in the run up to the end of the financial year.
An example from campaigns we have run is taking a risk on trying Spotify’s self-service ad platform when it was first released. We allocated some dollars from our experiment budget to trying it out, created some radio-style 30 second ad slots with a focus on employer brand awareness and let it run. It worked well and is now and Spotify is now part of our portfolio of services for clients.
So give something a try. But make sure you plan for it!