WHAT’S THE DIFFERENCE BETWEEN EVP AND EMPLOYER BRAND?
The buzzwords EVP and Employer Brand are bandied about a lot, and often interchangeably. However, while the two are undeniably linked, they ultimately refer to two different ways of articulating your offering. Let’s delve in:
EVP, or employer value proposition, is the promise that you make to your people. So, what do your employees get for giving you their time, skills and experience?
This promise is an umbrella term for a huge number of factors – not just the salary and benefits you give to your employees. But also things like your company purpose and the values that inspire your employees to work for you. It also encompasses your company culture and what it’s really like to work for you day to day.
If you have employees, you already have an EVP even if you haven’t worked to defined it yet, or worked out if it’s helping or hindering your organisation. It’s also important to remember that a great EVP not only helps you attract great talent, but it also makes sure that you’re continuously retaining the great talent you already have.
Your employer brand is the mechanism through which your people proposition comes to life. It’s the creative way that you communicate it internally within your business, and externally to the talent you need now, and in the future.
Employer Brand also encompasses the channels and activations you use for to communicate your proposition. So you need to think about how you’re using all the channels available to showcase your EVP at every stage of the talent experience from first-touch candidate to last-touch leaver.
Your EVP and Employer Brand are inherently linked, but your EVP has to lead your employer brand. Because, without a well-defined (and continually reviewed!) EVP, you may end up investing in cool employer brand innovations that have no core messaging and direction at the heart of them.
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