What is the Give & Get approach to employer branding?
A method for building an EVP that repels poor-fit candidates and compels the right ones by pairing the genuine demands of a role with its real rewards, and being honest about the harsh realities. It is set out in Give & Get Employer Branding by Bryan Adams.
The Give & Get approach is a method for building an EVP that repels poor-fit candidates and compels the right ones. It works by pairing the genuine demands of a role, meaning what you ask of people, with its real rewards, and by being candid about the harsh realities rather than hiding them. The premise is that honesty about the trade-offs attracts people who will thrive and stay, while gently deterring those who would not. It stands out for its comfort with being deliberately off-putting to the wrong audience. The pitfall it guards against is give-only, perk-led messaging that maximises applications but worsens fit; here, a smaller pool of well-matched candidates counts as the win.