Being an employer brand and employee experience strategy firm, we often get the question, “what is the difference between an employee value proposition (EVP) and an employer brand?”. Let’s dive right in…
What is an EVP?
An EVP is the “why” around your organization – It’s what attracts and retains top talent and your promise to your people (authentically conveying what you are and also what you are not).
What is an Employer Brand?
An employer brand is the organizational identity related to the employee experience – it’s ultimately what the organization becomes known for as an employer. We use tools such as logos, taglines, colours, typography, content generation, social media, etc. to convey messages, improve brand recall, and highlight personality, but those are simply tools, not your brand. In the end, an employer brand is a company’s reputation as a workplace.
An EVP is critical to carving out an employer brand that is authentic, compelling, and memorable. If you don’t know your “why” how can you expect others to want to join the journey?
An EVP and brand are fundamental elements to a comprehensive people strategy, as a great brand not only attracts your ideal talent but also unites your current workforce. It can be the catalyst for what we like to call a #CulturalMetamorphosis.
Employees want to feel part of something bigger than themselves. An energized employer brand strategy with a high degree of employee participation yields pride and advocacy.
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