Why a strong employer brand needs a clear EVP

Posted on Feb 4, 2016

Why a strong employer brand needs a clear EVP

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 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 consistent point of reference for everything you say and do to promote a positive employer brand reputation and experience among the talented people you wish to attract, engage and retain.

As Simon Riis Hansen, SVP of HR at the LEGO Group puts it: “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”.

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. Please let me know what you think.

If you'd like to learn more about developing an effective EVP 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'.


Written by: Richard Mosley

Richard Mosley is widely recognized as one of the leading world authorities on employer brand development and management. His first book, ‘The Employer Brand’ (Wiley) published in 2005 has become a global best-seller, and the sequel: ‘Employer Brand Management: Practical Lessons from the World’s Leading Employers’, published by Wiley in September 2014, tracks the evolution of the discipline over the last 10 years, highlighting the latest best practices and trends that are likely to shape the future of recruitment, employee engagement and HR / talent management

Richard’s thinking draws on over 25 years’ experience in both brand management and HR consulting, and has led global employer brand development projects for a host of leading companies including Bacardi, BP, Coca-Cola, Ferrero, GSK, HSBC, Lafarge, LEGO, L’Oreal, JTI, Met Life, Nokia-Siemens, PepsiCo, Santander, Unilever and Verizon.

Today Richard serves as Global Vice President of Strategy at Universum and Senior Advisor for the Employer Branding Academy.

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