Give and Get Employer Branding audiobook cover - Repel the Many and Compel the Few with Impact, Purpose and Belonging

Give and Get Employer Branding

Repel the Many and Compel the Few with Impact, Purpose and Belonging

Bryan Adams and Charlotte Marshall

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Corporate CultureMarketing & Sales

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Give and Get Employer Branding
Core Philosophy+
Employee Value Proposition (EVP)+
Storytelling Strategy+
Brand Activation+
Candidate Experience+
Metrics and ROI+
Actionable Advice+

Quiz — Test Your Understanding

Question 1 of 8
What is the primary goal of the 'Give and Get' approach to an Employee Value Proposition (EVP)?
  • A. To attract the maximum number of applicants by highlighting company perks and benefits.
  • B. To repel unqualified candidates by emphasizing the harsh realities and challenges of the job upfront.
  • C. To offer monetary incentives in exchange for employees giving up certain traditional benefits.
  • D. To hide the difficulties of a role until the candidate has officially accepted the job offer.
Question 2 of 8
According to the authors, why can a traditional Employee Value Proposition (EVP) easily backfire?
  • A. It usually focuses too heavily on company challenges, scaring away top talent.
  • B. It fails to utilize digital marketing and social media channels effectively.
  • C. It tends to be heavy on perks and light on difficulties, attracting unqualified candidates who waste your time.
  • D. It focuses too much on the specific microcultures within the company rather than the overarching brand.
Question 3 of 8
How does the 'Hero's Journey' framework apply to employer branding?
  • A. It encourages companies to hire only candidates who have overcome significant personal trauma.
  • B. It frames the candidate as a protagonist who will face conflicts and learn new skills to achieve a heroic sense of achievement.
  • C. It requires the CEO to act as the 'hero' of the company's origin story in all recruitment videos.
  • D. It is used exclusively to write constructive rejection letters to candidates who do not get the job.
Question 4 of 8
Why do the authors compare building an employer brand to assembling the 'Avengers'?
  • A. Because you need to identify and appeal to different personas and microcultures within your workforce.
  • B. Because your recruitment materials should rely heavily on action-packed, high-budget video production.
  • C. Because every company needs a single, overpowering superhero to lead the marketing department.
  • D. Because modern candidates are primarily motivated by pop culture references in job descriptions.
Question 5 of 8
What is a major internal benefit of sitting down with your workforce to uncover their stories for the Give and Get approach?
  • A. It allows HR to identify and terminate underperforming employees.
  • B. It justifies a reduction in the overarching marketing budget.
  • C. It helps you 're-recruit' your current employees by making them the heroes, sparking new loyalty and motivation.
  • D. It standardizes the company culture so that all geographic locations operate identically.
Question 6 of 8
What specific advice do the authors give regarding the visual content on your career site?
  • A. Always use high-quality stock photos to ensure a professional appearance.
  • B. Avoid using video content, as it distracts from the written job descriptions.
  • C. Never use stock photos; even an amateur smartphone photo is better for authenticity.
  • D. Only feature images of the senior executive team to establish authority.
Question 7 of 8
In the 'See, Think, Do, Delight' approach, what is an example of providing 'Delight' to a candidate?
  • A. Offering a massive signing bonus before the interview stage.
  • B. Sending a constructive rejection letter that offers advice on future applications.
  • C. Providing a highly stylized, fictionalized account of a typical workday.
  • D. Promising that the job will be cozy and completely free of stress.
Question 8 of 8
Which of the following is a measurable outcome you should expect after successfully launching a Give and Get campaign?
  • A. A massive increase in the total volume of applications received.
  • B. A decrease in employee referrals as the process becomes more rigorous.
  • C. An increase in employee turnover as workers face the harsh realities of the job.
  • D. A drop in the employee turnover rate and fewer unwanted applications to process.

Give and Get Employer Branding — Full Chapter Overview

Give and Get Employer Branding Summary & Overview

Give & Get Employer Branding (2020) is a handy introduction and guidebook into the world of employer branding. You’ll find all the basic information you need to reinvigorate your employer brand in order to attract the best candidates and turn your current employees into loyal and eager ambassadors for your organization.

Who Should Listen to Give and Get Employer Branding?

  • Anyone working in human resources
  • Managers who want to attract better candidates
  • Executives tired of wasting time and money on ineffective recruitment techniques

About the Author: Bryan Adams and Charlotte Marshall

Bryan Adams is the CEO and founder of Ph.Creative, a world-renowned employer-branding agency that has worked with some of the biggest international companies, including Apple and Virgin. He is also an influential writer and author – in 2015, he cowrote the bestselling book Getting Goosebumps.

Charlotte Marshall is an award-winning international speaker and employer brand specialist with years of experience in creating and launching employer brands for businesses that include Fortune 500 companies. She specializes in using HR professionals, marketing, and communications to attract the perfect talent.

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