Why 'One Branding' and 'Employer Branding' can live happily ever after

Posted on Jan 5, 2016

Why HR should lead EVP development but never go it alone 

Doesn’t the notion of an employer brand undermine the integrity of the corporate brand? If you’ve defined your core values, why do you need an EVP? These are very common challenges to anyone involved in developing an EVP and employer brand strategy.

No-one would deny the importance of maintaining a consistent overall perception of the brand, nor would they deny that core values should be reflected in everything an organization says and does. However, it’s important to point out that brand integrity does not mean brand uniformity. The corporate brand should set the parameters within which brand relationships are established and maintained, but it also needs to provide enough breathing space for brand communication and experience to be tailored to the needs of different target audiences and stakeholders.

Investors need a good rate of return. Business partners need a strong sense of trust and co-operation. Customers need reliable and distinctively valuable products and services. Employees need to feel they have opportunities to learn and develop. The brand name may be the same, but the nature of the brand experience and the benefits sought from association with the brand can vary significantly depending on the nature of the relationship. The reason that core values are often so generic is that the corporate brand they underpin has to appeal to a very wide audience. The reason why EVPs have become so necessary is because competing for talent seldom succeeds without a sharper, more distinctive proposition tailored to their more specific needs as employees.

I hope you will join me in wishing those pursuing a one brand strategy a warm and prosperous marriage to a vibrant and sympathetic EVP.

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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