The competition for talent has required that organisations think much deeper about their Employer Value Proposition (EVP) and Employer Branding (EP). Why would anyone choose to work for YOU?
As a prominent brand and marketing strategist, Lazar Dzamic has created ‘Light Into Heat’ – an unusual, different book about the above topics, using his experience of working with and in some of the most creative and culturally advanced companies in the world. The book is also based on interviews with many leading HR/L&D practiutioners especially in various local markets.
The book is based on seven key aspects that go into creating a powerful EVP and EB – framed as a 7-point star – and the concept of the Employee Journey (EJ) as the ‘tail’ of the star: a delivery mechanism for EVP and culture. It is a ‘starchart’ for navigating EVP and EB in the 21st Century and a sort of a hidden manual for managers, HR, L&D and any other executives who care about attracting and engaging with talent today.
The seven aspects are: what brand REALLY is, how to understand talent and its unique ‘jagged profile’, what the REAL drivers of great organisational cultures are, how to use the current employees and clients for EVP, how to use Mark Mortensen’s ‘4 quadrants’ framework to create strong incentive packages and how to communicate all of that better, especially in digital channels.
The book also explains the concept of ‘Moments That Matter’ – marketing concept created by Google and adopted by many organisations – here used to frame and map out great employee journeys.
The book is full of other creative and practical concepts and frameworks from brand and marketing strategy, not usually known to the HR people, as applied inside an organisation to recruit better, engage better, retain better and communicate better.
The book is out in Spring 2025 and will be available on Amazon in Kindle and paperback.
