Employer Value Proposition (EVP) vs. Employer Branding: What’s the difference?

Pasquale Schifino

In today’s highly competitive world of work, companies are constantly on the lookout for talent that not only fits into the team professionally, but also culturally.

Two terms that are often used in the context of attracting and retaining employees are Employer Value Proposition (EVP) and Employer Branding.

Both play a central role in employer branding, but they have different focuses and tasks.

In this article, we highlight the differences and show how the two concepts work together to position a company as an attractive employer.

🎯 The most important summarized:

The employer value proposition is at the heart of employer branding. It defines what a company offers its employees and why it is worth working there.

A successful EVP must be authentic and transparent in order to gain the trust of potential applicants. The EVP should reflect the actual corporate culture and not make any unrealistic promises.

Companies should specifically adapt their EVP to the needs and wishes of their target groups. This means addressing different employee segments, such as career starters, experienced specialists or managers.

Employer branding and EVP are not one-off projects, but must be continuously maintained and adapted. A regular review of the employer brand helps to ensure employer attractiveness and guarantee long-term success on the job market.

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Table of contents

1. What is an Employer Value Proposition (EVP)?

2. What is employer branding?

3. The difference between EVP and employer branding

4. How are EVP and employer branding connected?

5. Conclusion

6. More on Employer Value Proposition

What is an Employer Value Proposition (EVP)?

The Employer Value Proposition (EVP) describes the unique offer that a company provides to its employees.

It encompasses all the values, benefits and opportunities that employees can expect at the company and explains why it is attractive to work there.

An EVP goes beyond salary and includes aspects such as company culture, career opportunities, work-life balance, benefits and the general working environment.

In short, the EVP is the company’s “promise” to its employees: It provides information about what the company has to offer and why it is worth working there.

It is the foundation of what makes a company a great place to work and what sets it apart from other employers.

What is employer branding?

Employer branding is the process of creating and maintaining a strong employer brand.

It is about positioning the company as an attractive employer in the eyes of the public and potential employees.

This includes marketing strategies that present the company and its corporate culture to attract the interest of talent.

Employer branding aims to establish the company as a brand and create a positive perception among the target group.

It encompasses the communication of the EVP and ensures that the company is perceived in the right channels and with the right messages.

Employer branding is the external and internal perception of the company as an employer – in other words, it is about creating a positive image.

The difference between EVP and employer branding

Although the Employer Value Proposition (EVP) and employer branding are closely related, there are clear differences.

The EVP describes the internal values and offerings of a company and is the “promised” package that employees expect.

It focuses on the reality of the working environment and what the company actually has to offer.

Employer branding, on the other hand, is the communication of these values and offerings to the outside world. It is about presenting the company as an attractive employer in order to attract talent and promote the corporate image.

While the EVP is the foundation and the promise, employer branding ensures that this promise becomes known.

How are EVP and employer branding connected?

The EVP is the foundation of employer branding.

Without a clear and convincing EVP, employer branding cannot be successful, as no authentic message can be communicated.

Strong employer branding, however, ensures that the EVP is known and perceived positively by the target group.

Together, EVP and employer branding ensure a coherent and authentic employer brand that both retains existing employees and attracts new talent.

Conclusion

Both the employer value proposition and employer branding are crucial to a company’s success in the competition for talent.

The EVP forms the foundation by providing employees with a clearly defined and attractive offer, while employer branding ensures that these values are communicated and perceived externally.

Companies that effectively combine both concepts create a strong employer brand that attracts and retains the best talent in the long term.

More on Employer Value Proposition

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