EB DIGITAL AUDIT

Our team conducted a complete digital audit of Freedom Financial’s channels including their career site, microsites, talent community, tech stack, blog, and social networks. In this audit, we identified what works well, where opportunities lie, and specific recommendations to fully utilize these channels. We also delivered suggestions on additional channels they could utilize to expand their reach and exactly what value those channels could add to the employer brand.

TALENT COMPETITOR ANALYSIS

We audited 6 direct competitors of Freedom Financial, fully researching their employer brand content (EVP, voice and tone, brand reach), corporate vs employer brand continuity, and social & digital channels. Identifying where competitors are succeeding helps set the standard for what what talent expects, and identifying where competitors' gaps are helps define where the opportunity is for Freedom to stand out to talent.

DISCOVERY INTERVIEWS

We interviewed Freedom Financial employees on why & how they came to Freedom Financial, their role there, and what their experience working at Freedom has been. Making these discoveries and drawing connections between interviews creates the candidate persona. Knowing who the candidate persona is allows us to understand what tools a candidate uses to find a job, reasons they may apply, and reasons why a candidate turned employee sticks around, all factors that will reinforce the EVP.

When I was looking for the next opportunity I was pretty focused on one: a business that I thought could grow, two: the right people- like comfortable with people, and then three: really having an impact on people's lives.

We also interviewed company leaders on their vision for the future, where they see strengths & weaknesses in the organization, and what they wanted Freedom Financial to be remembered for. Leaders were also asked about the state of the company's hiring and employer brand for further insight beyond surface-level findings.

We don't do a good job explaining to the outside world some of these core, kind of deep aspects of our DNA that are really unique and compelling.

SWOT ANALYSIS

From the digital audit, we were able to provide a highly detailed analysis of strengths, weaknesses, opportunities and threats. For example, Freedom had a healthy employee referral pipeline but was missing out on the opportunity to extend the stories employees had to share to the greater public in the form of employer brand content, which also happened to be an area they were weak in. We also pinpointed the threats to their employer brand as they related to office perks, onboarding experience, brand awareness, and much more.