What is Employer Branding and an Employer Value Proposition (EVP)?

The job market has changed. It’s become an Employee Market and competition for talent is fierce. Nowadays, employees want more than just generous salaries and other financial perks; they’re looking for meaningful work with employers that share their personal values. 

Employer Branding helps organizations show why they’re the right place for candidates to develop their career. It communicates the company’s unique values to the entire HR ecosystem: candidates, employees, former employees and recruiters. 

Companies are slowly realizing that their Employer Brand already exists, whether they know it or not. The HR ecosystem constantly gathers information from the news, social media, job boards and internet searches that molds their perception of the advantages–or disadvantages– of working for your organization. Managing that perception is critical for forward-looking companies that want to attract the top talent in the job market. 

Employer Branding helps organizations communicate their differentiators regarding what they offer to their employees, so that they can recruit, retain and maintain engagement of the talent that they need to succeed. 

But, your Employer Brand is only half the battle, to really get the word out companies must develop and refine their EVP.

An EVP is a unique set of benefits derived directly from an organization’s Employer Brand that expresses the compensation that employees should expect in return for the skills, time and experience they provide. The EVP articulates the Employer Brand in a way that answers the question: “why should I work for you”, as well as “why should I continue working for you?”

Employer Brand is the reputation, EVP is the narrative.