EVPs define the key components of the overall employment deal, providing a consistent foundation for both recruitment marketing and shaping the employment experience. Simon Riis-Hansen describes the way the LEGO Group has used its EVP: “What our People Promise )EVP) has done is provide us with a compass that can guide us in multiple ways. Our EVP affects everything from our strategic direction and HR processes, to the way we communicate as leaders in the company and our everyday decision-making. You can find it has colored everything we do as a company. It’s woven into the fabric of how we do things.”
Of those organizations using EVPs, respondents inside large companies say it is strongly linked to their organization’s core vision/mission (83 percent), values (72 percent) and talent strategy (75 percent). Less commonly, it is associated with a company’s business strategy (60 percent) and corporate brand (59 percent). This degree of alignment between EVP and core business activities is a significant, positive change from just a few years ago, when employer branding was viewed as an isolated recruiting tool rather than a business asset.