The two terms EVP and Employer Brand are used so interchangeably. Yet, while related, they constitute completely different pieces in the wider puzzle of talent attraction. In our previous blog we discussed what an EVP is, and touched on Employer Brand. Today we’ll dive deeper into the Employer Brand: what it is and how it differs from the EVP.
To recap - an EVP is ‘corporate speak’ for defining, or just clarifying what you promise and offer to your employees. Made up of various ‘ingredients’ within ‘Internal Brand Experience’ and ‘External Brand Perception’, it’s your offering to employees beyond remuneration.
So, what is an Employer Brand?
It’s as simple or as complex as you wish it to be. In simple terms, it’s a ‘visual theme’ to your internal and external comms. Defined straplines and consistent visuals help to create this ‘identity’ that is harmonious but separate to your main brand.
How does the EVP differ from the Employer Brand?
Your EVP is the foundation; without doing the work here you’ll have nothing to amplify/communicate via an Employer Brand.
An EVP - as we explore in more detail in our previous blog– considers the needs and wants of employees. Using Maslow’s Hierarchy of Needs, employers can work through the ‘Internal’ part of the EVP, separating Self-Actualisation from Physiological Needs. In doing so, you ensure that your offering, culture and values meet (and perhaps surpasses) those basic requirements, allowing you to attract and retain talent more easily. The next step is to find and implement an effective method of communicating this to your target audience.
The brand is just that. It’s the visuals, the colours, the imagery and the marketing communications strategy on getting the message in front of the right people. Without the message it cannot exist (or it’ll fall flat). Without a properly defined employer brand, you can’t get the message out.
So you see, EVP and employer branding are not the same. They are, however, inextricably connected–in the end, it takes two to tango.
In our next blog we’ll take you through some of the best examples of EVP, and some practical tips on how to bring EVP to life.