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Employee persona and EMPLOYEE VALUE PROPOSITION CANNOT BE BUILT ON ASSUMPTIONS. These are the most important elements of every employer branding project, their quality defines success. Even if we involve an experienced core team in the creative process including some representatives of the core positions we can have misperceptions and can miss crucial elements.

FOCUS GROUPS have a key role possibly with in-depth interviews. The representatives of each employee persona can validate the workshop outcomes and can feed the creative work. People will share not only great ideas, aspects but first of all: stories. These stories are not only ammunition for the project and later the campaigns but also provide you with a deeper understanding of what they think, expect and feel.

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