Workflow 3
Employer Branding
EVP refresh, with a tech talent focus
Illustrative current-practice design
This is one worked example of how the process is commonly run, not a standard and not advice. Timings, thresholds and percentages are illustrative. Verify anything legally sensitive against local law and your own counsel.
Use it as a complete starting point, then adjust it for your company's strategy, culture, workforce, jurisdiction, collective agreements, technology, risk appetite and future-of-work direction.
Content last reviewed 28 July 2026.
Philosophy
The brand is the interview experience plus what current employees say when nobody from HR is listening. Everything else is amplification.
Cadence
EVP refreshed annually; Glassdoor managed continuously; campus per term
The steps
- 01
EVP refresh
Annual
- Employee focus groups across each segment
- Glassdoor audit with response management owned by HR Ops
- Target: 4.0+ Glassdoor rating
- 02
Tech talent presence
- Vancouver tech community partnerships and event presence
- Employee-generated content: engineering blog, day-in-the-life video
- Interview experience itself as brand: fast, structured, respectful
- 03
Referrals and early career
- Referral program: $1,500 standard, $3,000 hard-to-fill or tech, paid at six months
- TA acknowledges every referral within 48 hours
- Campus: UBC, SFU, BCIT for tech; 4-6 co-op placements per term; 30% conversion target
Who does what (RACI)
| Step | Responsible | Accountable | Consulted | Informed |
|---|---|---|---|---|
| EVP definition | TA COE | CHRO | Marketing, HRBP | All |
| Glassdoor responses | HR Ops | TA Manager | HRBP | CHRO |
| Campus program | Recruiter | TA Manager | Tech leaders | Finance |
SLAs to track
Referral acknowledgement
48 hours
Glassdoor review response
5 business days
Future-of-work considerations
- Pay-transparency expectations shaping what candidates see before they apply
- Flexibility and location policy as a stated part of the offer
- Employee-generated content rather than campaign assets
- Skills-based messaging aimed at people without the conventional background