Strategic Planning Helps Beary Landscaping Establish Distinct Employer Brand

By Kathy Steele

Monday, July 31, 2023


In today's competitive job market, attracting top talent can be challenging for businesses like Beary Landscaping, an Illinois-based company that offers commercial landscape maintenance, seasonal color, snow and ice removal, residential and commercial construction. Although the company was growing quickly, Beary needed help attracting and retaining the talent necessary to support that success.



Beary’s challenge was standing out in a competitive talent landscape. Despite offering an array of attractive benefits and opportunities for career growth, communicating these offerings effectively to potential candidates was a struggle and their applicant flow remained stagnant.



In order to increase applicant flow and drive online interactions between Beary and potential candidates/employees, we discussed a strategic employer branding approach that focused on documenting and sharing Beary’s unique Employer Value Proposition (EVP).   

Understanding that social media marketing could play a pivotal role in helping Beary increase applicant flow, we focused on driving online interactions from candidates/employees. When individuals engage with Beary online, it signals not only their awareness but also their trust in the company. Building trust through meaningful interactions is essential for inspiring candidates to take the next step and submit job applications.

To foster these online interactions, we devised a social content strategy centered around Beary's EVP. The EVP defines what employees can expect from Beary as an employer in terms of compensation, benefits, career advancement, and culture. By communicating the EVP through consistent social media content, Beary could attract people to apply.



  1. Employer Value Proposition (EVP) Creation: We collaborated with Beary to define its EVP, encompassing all the valuable aspects they offer employees. Their EVP includes competitive compensation, comprehensive benefits, professional growth opportunities, and a positive workplace culture.
  2. Content Themes: The social content strategy identified three content themes: Career, Culture, and Jobs. The themes reflect Beary’s EVP to engage the target audience of potential job candidates. By tailoring all content to reflect Beary's EVP, we could highlight what sets the company apart from competitors.
  3. Content Buckets: The social content strategy also identified five content buckets: FAQs & Pain Points, Testimonials, News & Events, Employee Offerings, and Employee Recognition. Using buckets to organize content ensures we share valuable and relevant information.
  4. Content Plan: We created a monthly content plan outlining what pieces of content we would create and where and when they would be published. The plan involved content that would reflect all three themes and as many buckets as possible each month. This approach allowed for consistent, diverse, and captivating messaging.

By defining and promoting their Employer Value Proposition (EVP) Beary is positioning itself as an employer of choice. They are focusing on fostering meaningful online interactions with potential candidates, building trust and awareness in their brand through the power of strategic planning. With this well-crafted social content strategy, consistently tailored to highlight their EVP, Beary is engaging their target audience and standing out from competitors.


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Kathy Steele

Kathy Steele


Kathy Steele is passionate about people, serious about business growth, and loves to help the underdog cause in her community. She is fortunate to "do it all" in her role as CEO of Red Caffeine. She’s the company visionary overseeing growth, strategic partnerships, and employee engagement. On the rare occasion that she’s not working, she’s traveling, eating and drinking with the locals, or challenging her husband to a tennis match or round of golf.