Over the course of the next 4 weeks I’m going to be sharing my experience developing EVPs with and for some of the world’s leading employers.
Strong brands are founded on consistently positive associations, built through consistent brand communication and experience. The only way to achieve this is to be crystal clear about what your brand stands for and the 9 benefits your brand promises to deliver. Effective customer and consumer brands are founded on a ‘proposition’ that defines the key benefits you will derive from your relationship with the brand. The same is true of employer brands. The Employer Value Proposition helps to provide a similarly consistent point of reference for everything you say and do to promote a positive brand reputation and experience among the talented people you wish to attract, engage and retain within your organization.
What our People Promise [EVP] has done is provide us with a compass that can guide us in multiple ways from our strategic direction to our everyday decision making and it is something you can see present all the way from our HR processes to the way we communicate. It has been woven into the fabric, and colours everything we do
Simon Riis Hansen, SVP of HR at the EGO Group
The last thing the world needs is more jargon. You would think that the term ‘employer brand’ would be enough, but if it’s your job to build a strong employer brand you generally need a few additional technical terms to get the job done well. You don’t need to be familiar with the terminology of engineering to enjoy driving a high performance car, but it certainly helps if it’s your job to design the engine that powers the experience. So in the spirit of precision engineering, here is our perspective on the key terms an employer brand manager needs to get their head around. The term Employer Brand describes people’s perceptions of you as an employer (good, bad or indifferent). The term Employer Value Proposition (EVP) defines how you’d like to be perceived as an employer. Employer Branding describes the activities an organization undertakes to communicate this desirable employer brand image. And finally the phase Employer Brand Management describes the full spectrum of activities you orchestrate to deliver both a consistent brand image and experience. Our suggestion would be to avoid using all four terms in one sentence, but taken in turn we believe they can provide a more precise description of what needs to be done to deliver a high performance result.
Take a look at the up and coming World Class Employer Branding course brought to you by employerbrandingacademy.com. If you sign-up within the next 4 weeks I’ll also send you a copy of my latest book – “Employer Brand Management – Practical Lessons from the World’s Leading Employers”.
Global Vice President of Strategy at Universum
Head of Advisory Board for the Employer Branding Academy
Employer Brand Management author