Understanding Your Employer Brand with Crystal Lay

Good Morning, HR

In episode 142, Coffey talks with Crystal Lay about employer brand and culture.

They discuss the definition of an "employer brand" and why companies need to pay attention to theirs; whether marketing or HR owns employer branding; understanding the process of building an EVP (Employee Value Proposition); how branding impacts recruiting and retention; the importance of building a community; and how to align company values and reputation.

Resources mentioned in the episode:

- Give & Get Employer Branding: Repel the Many and Compel the Few with Impact, Purpose, and Belonging by Bryan Adams and Charlotte Marshall
- Episode 135: Hiring Neurodiverse Talent with David Aspinall

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About our Guest:

Crystal Lay is the Chief Executive and Chief People Officer of GBS Worldwide, an end-to-end Talent Attraction Firm specializing in employer branding, recruitment marketing, media management, and organizational talent transformation. With over 20 years of experience in marketing strategy, behavioral psychology, brand experience management and award-winning digital marketing, Crystal, along with her team, work with late stage startups to multi-national, Fortune 10 organizations to improve talent attraction and better the world of work.

When the pandemic hit, Crystal saw a deepened need to help employers better understand the psychological shift happening with workers and so returned to school to first pursue a Masters in Leadership and Organizational Innovation through the University of Wales, specializing her research in EVP, Employer Brand and the employment gap for the Neurodiverse Workforce, and now her MSc in Industrial-Organizational Psychology. In 2023, she wrapped the largest known study of its kind into neurodiversity at work. Specifically, she explored the gap in EVP development, specifically as it applies to those with disabilities and the neurodiverse.

When she's not working (and often even when she is), you're likely to find Crystal either traveling or with her family. She's also fond of patio gardening, an occasional glass of red wine, and is a complete bibliophile.

Crystal Lay can be reached at:

Http://meetgbs.com
Http://LinkedIn.com/in/theonecrystal
Http://Facebook.com/theonecrystal
Http://Instagram.com/theonecrystal
https://www.instagram.com/gbsworldwide

About Mike Coffey:

Mike Coffey is an entrepreneur, human resources professional, licensed private investigator, and HR consultant.

In 1999, he founded Imperative, a background investigations firm helping risk-averse companies make well-informed decisions about the people they involve in their business.

Today, Imperative serves hundreds of businesses across the US and, through its PFC Caregiver & Household Screening brand, many more private estates, family offices, and personal service agencies.

Mike has been recognized as an Entrepreneur of Excellence and has twice been named HR Professional of the Year.

Additionally, Imperative has been named the Texas Association of Business’ small business of the year and is accredited by the Professional Background Screening Association.

Mike is a member of the Fort Worth chapter of the Entrepreneurs’ Organization and volunteers with the SHRM Texas State Council.

Mike maintains his certification as a Senior Professional in Human Resources (SPHR) through the HR Certification Institute. He is also a SHRM Senior Certified Professional (SHRM-SCP).

Mike lives in Fort Worth with his very patient wife. He practices yoga and maintains a keto diet, about both of which he will gladly tell you way more than you want to know.

Learning Objectives:

1. Understand the concept of employer brand.

2. Evaluate the importance of the employer brand in attracting and retaining talent.

3. Assess strategies to align company values with employer brand.