Traditionally, HR or employee experience (EX) leaders cared about employer value propositions (EVPs) and CMOs cared about employer brand. But EVP and employer brand are tightly linked, as their definitions suggest:

  • Employer brand is the sum of what people outside your organization think about it as a place to work.
  • EVP is the sum of what people inside your organization think about it as a place to work, based on the unique benefits and opportunities your organization offers against the cost and effort required to succeed there.

Who influences external and internal perceptions of the organization? The employees! So, even when HR leaders and CMOs are highly collaborative, if employees don’t have a defined role in the equation, they can experience a different reality than the one HR and Marketing are trying to build. In short, employer brand and EVP is everyone’s job.

In our new report, What Your Company Means To Your Workforce Matters For Your Talent Strategy’s Success, we see three behaviors emerge in organizations that have synchronized everyone’s role in employer brand and EVP:

  • Align the two through research insights. Utilize employee listening efforts, social media monitoring, and competitive analysis — and align on the resulting insights — for evolving the EVP and employer branding.
  • Identify and address dissonance between EVP and lived experience. Through the research effort, identify where there is dissonance between what your employer brand says and what your employees experience.
  • Lead with employee voices. Integrate employee perspectives into employer branding efforts to enhance the authenticity and appeal of the employer brand, so it resonates with both current and prospective talent.

Whether you’re an HR/EX leader, CMO, or hiring manager who wants to recruit in-demand talent, it’s important to understand the dynamics between EVP and employer brand. Reach out if you’d like to schedule a guidance session on these topics, or their connection to relevant topics ranging from culture to digital talent recruitment.