The importance of an employer branding strategy and the role of the EVP

Sure we don’t need to tell you that a sustainable employer brand is an important catalyst for an organization’s success. With a strong employer brand strategy you define your image as an employer, which is more crucial than ever not only to attract employees within the competitive job market, but also to retain and engage them. As an organization, it is therefore important to have a clear and unique value proposition for employees, in the form of an Employee Value Proposition (EVP).

The three objectives of employer branding


With your employer brand you tell potential and current employees what you have to offer and what distinguishes you from other organizations. An employer brand therefore has a threefold objective: to (efficiently) attract but also to retain and engage talented employees.

Your employer brand is primarily aimed at the outside world: you want to position yourself as an attractive employer within the labor market. At the same time, it helps you find the right talents faster: thanks to a clearly communicated employer brand, you can attract potential employees who fit with the values, culture and goals you propagate as an organization.

But a good employer branding strategy also reflects inside the organization: by delivering a consistent and compelling story, building a solid reputation for the company as a whole, employees can more easily identify with your organization and feel engaged. This, in turn, has an impact on the motivation and engagement of your people. It also boosts overall organizational pride: employees are proud to work for an organization with a positive reputation.

These are all dimensions that contribute to higher employee retention and … turn your employees into true ambassadors of your organization! The circle is complete.

Mind you, no strong employer brand without a clearly positioned corporate brand. Your employer brand does not come out of the blue, but is based on your main brand. It is in fact a translation of your value proposition, but aimed at your specific target group of employees. So without a sophisticated corporate brand, your employer branding strategy may be unclear or even contradictory, and that will undoubtedly impact your employees’ experience. So always ensure that your main brand is focused before zooming in on the employer brand.

The role of your evp within your employer brand

An important tool within the development of an effective employer brand is the Employee Value Proposition. The EVP is the promise you make as an organization to your new, as well as existing employees. This concerns what they can expect from their work experience within the organization. This includes things like salary, benefits, growth and development opportunities but also culture, work environment and values and mission. It is thus your unique value proposition as an organization, in relation to your (potential) employees.

Externally, the EVP helps you differentiate yourself as an organization or employer from competitors and be (more) attractive to potential employees; internally, the EVP can be a catalyst of loyalty and commitment from current employees and their contribution to a positive company culture.

Some EVPs from well-known organizations clarify this:

  • Apple: “At Apple, we strive to make products that change people’s lives. Our team of talented and passionate employees drive these innovations. We offer our employees the opportunity to work on groundbreaking projects, learn from the best and grow in their careers.”
  • Airbnb: “At Airbnb, we believe in building a global community where everyone feels at home. We offer our employees the opportunity to be part of this mission by working on challenging projects, learning from their peers and enjoying a flexible work environment.”
  • Coca-Cola: “At Coca-Cola, we are passionate about creating refreshing beverages that bring people together around the world. We offer our employees the opportunity to be part of this mission and work in an innovative, diverse and inclusive environment.”

So defining your Employee Value Proposition is an important part of your employer branding strategy. A well-defined EVP supports your employer brand, allows you to compete for the best talents and also helps you attract candidates who are a good fit for your organization. Moreover, communicating your EVP can increase your existing employees’ engagement and satisfaction. And that’s how you build long-term, human relationships with your employees.


Get started on your employer brand

In today’s competitive labor market, a strong employer branding strategy makes all the difference for an organization to attract and retain the right talented employees. That includes developing an Employee Value Proposition (EVP) that reflects your organization’s unique value proposition for employees and then communicating it through various channels.

How to define and articulate your EVP? How to approach its communication, internally and externally? Read more: