Employer Brand

Your employer brand is, essentially, the image that you project both to employees within your company and potential employees outside your organization. 

Crucially, it is the image you project as a place to work, meaning that it should say something about your company’s mission and values, but also about what makes it a unique employment destination worth applying to or even changing jobs for. 

Think of this as a story that you tell to prospective and current employees alike—a story in which your target demographics see themselves reflected and from which they can draw inspiration.

If your employer brand is, in some sense, a promise that you make to your current and future employees, EVP is how you keep that promise. 

Why? Because your EVP is all of the ways that you provide value to your current and future employees. This can be everything from free lunches and a cool office space to educational opportunities, the chance to make impactful decisions on a meaningful project, or opportunities to gain recognition within one’s chosen field. 

Not every EVP will appeal to every possible candidate, so the trick is to work towards providing value in ways that will appeal to your target hiring demographics (to say nothing of your current team).