The EVP Edit

This Quarter's Big 5

Edition 1 · Summer 2026

Once a quarter, the five things moving in EVP, culture and employer brand, and what each one means for the work we're trying to do.

Welcome to The EVP Edit

The world of work changes faster than any of us can keep up with. So each quarter I pull out the five shifts that matter most for EVP and employer brand, and what's ours to do about them. Not a roundup of everything that landed (there are enough of those), but the patterns that have started to fall into place across the quarter. So I cherry-pick what's actually worth your time, and what it means for the work we're trying to do.

And quarterly is deliberate. The world of work shifts every week, but the themes that actually matter only show themselves across months, not days. So rather than add to the weekly noise, I'd rather step back four times a year and tell you what's genuinely moving.

For this first edition though, before we get into the main course, I wanted to start with the question I get asked more than any other: what's the actual difference between EVP and Employer Brand? I've got a Mars Bar, and I hope that helps.

The explainer

The difference between EVP and Employer Brand

So, picture a Mars Bar…not the one in your bag for after lunch; we need to go a bit further back than that.

The Mars Bar Analogy: five stages of a Mars bar mapped to Employee Experience, EVP, Employer Brand, Recruitment Marketing and Employer Reputation.

You see, it's all about the same chocolate bar, just at five different stages…

  1. The raw ingredients. The cocoa, sugar and milk that make up a Mars bar are like your Employee Experience. Mars may have sourced the best cocoa from Ghana and you may have the best ATS, but until some design goes into mixing them together, they are separate ingredients.
  2. The chocolate bar. That specific combination of caramel, nougat and chocolate (like 3 pillars) is your EVP, what people are really committing to, the experience they get in exchange for their time and skills.
  3. The wrapper. The black and red packaging is like your Employer Brand. It's how you create an identity so people recognise you and set yourself apart from all the other yummy chocolate bars.
  4. The supermarket shelf. That's Recruitment Marketing for us, where we compete for the prime, eye-level spot (like job boards), when we have vacancies to fill.
  5. The media story. Your Employer Reputation is simply what others say about you, in the news or on Glassdoor, good and bad, and it's the bit you can't control.

So, they're all connected, but none of them are the same thing.

Now here's the problem. Most organisations spend the bulk of the budget on the wrapper, the careers site, the campaigns, the milk-round merch. All of which matters…but if someone bites in and the caramel's missing, they'll tell their mates….or worse, your early attrition % will show the difference between what they were sold and what they got.

A strong EVP makes what's inside so distinctive that people keep choosing you, not because of the wrapper, but because of what's in the bar.

I've gone into the whole thing on my website, blindfold taste test and all. Read the full Mars Bar piece, and feel free to share it if you find it helpful.

1

Pay transparency: reporting is just the start, fairness is the real test

Pay transparency became law across the EU this quarter. But disclosure isn't actually the hard part, the question is what gets revealed once people can finally see the numbers. And what's revealed is uncomfortable: just 13% of the C-suite say their pay is unfair, against 34% of individual contributors (ADP). The people with the least say over pay feel the least fairly treated by it.

Now, globally, 27% of workers say their pay isn't fair for the work they do, and it isn't evenly felt - 28% of women say their pay is unfair, against 23% of men.

But what shifts that feeling isn't just a number. People who had a pay rise in the last year were more than 2.3 times more likely to say their pay was fair (ADP). Being seen and acted on moves fairness more than the size of the rise itself.

And felt unfairness doesn't stay in the pay conversation. Workers who think they're paid unfairly are less engaged, trust their leaders less, and are more likely to quit (ADP). A field study of nearly 20,000 US university staff found the same root: people pulled back not because they earned less than a colleague, but because their pay felt unfair for the work they did (Strategic Management Journal, 2025). So, transparency doesn't create that feeling, it just brings it to light.

So, what’s ours to do? Most of us here are in the UK, where this isn't law. But expectation doesn't wait for legislation, and people will start to want organisations to follow suit. The reassuring bit is that the part that moves fairness most is the part you can build now: being open with how pay decisions get made and how they're explained and listening to how our people feel about it. That's EVP work, and we can start it well before anyone makes us.

Read the pay deep dive →

The first EVP Edit deep-dive on this very topic is live now.

2

Early careers crisis: it's not all about AI eating jobs

This stopped being an HR conversation this spring and became a national one. There are now more than a million UK 16-24s not in education, employment or training, the first time that's happened since 2013 (Work Foundation, on ONS data).

Youth unemployment climbed to its highest in more than a decade (ONS), Alan Milburn, chair of the government's Young People and Work review, warned the rise posed an “existential” risk that could put “a generation on the scrapheap”, and UCL research found that being persistently out of work between 16 and 24 leaves people six times more likely to be out of work in midlife.

So the crisis is real. But the story everyone's telling about what's causing it is only half right.

The perception is that AI ate the entry-level jobs, and there is some truth in it because a fifth of young workers say their own employer is already making fewer entry-level hires because of AI (Deloitte).

But AI isn't the whole story. You see, starter jobs have fallen by 49% over the last decade (Work Foundation), with the classic sales and retail roles collapsing by 53%, squeezed by economic stagnation and the cost-of-living crisis, long before AI entered the picture. And it's brutally uneven: one entry-level vacancy for every three young people out of work nationally, one for every six in the North-East.

And here's the part that should worry us most. The rise isn't only unemployment anymore, it's disconnection. More young people are becoming economically inactive, driven in part by rising ill-health, and particularly mental ill-health, which puts work further out of reach. Nearly half of NEET young people, 45.8%, are now classed as disabled, up 24 points since 2013/14 (Work Foundation). No work feeds poor health, poor health feeds worklessness, and it becomes self-perpetuating.

Which is exactly why pinning all of this on AI isn't just inaccurate, it's dangerous. If we start going with the rhetoric 'AI killed the entry jobs' we only add to the worry and apathy at the very moment this generation can least afford it.

So, what’s ours to do? As we evolve our EVPs we must continue to build genuine ways in: no-degree routes like M&S and proper apprenticeships, and then make those opportunities super visible and easy to apply to. And of course, use our Employer brands and Advocacy programmes to tell those real-life stories of our people who came in on that same bottom rung and not only thrived, but made real impact in our organisations.

3

AI and DEI: the downsides of AI adoption

There are more reports about AI in the workplace than you can shake a stick at, and most circle the same two themes: increased productivity and reduced labour cost. But this quarter something more uncomfortable started to surface from the employee side, which is what happens when access to AI isn't equal.

Because a lot of it isn't. 72% of employees say some people in their organisation have better access to AI tools and training than others (Mercer). And like every other form of inclusion, or the lack of it, the effects run deep: 56% say unequal access to AI is denting their morale, and 35% would consider leaving over it (Mercer).

And worryingly from a social mobility point of view, the divide runs along income lines: low-income workers are far more likely to fear AI will leave them behind than higher earners, 54% against 31% (Edelman).

So AI isn't just changing how we work, it's starting to sort the workforce into an in-group and an out-group, and it's landing hardest on the people with the least to fall back on.

What makes that even harder to ignore is the gap in how it's read at the top: 62% of employees think leaders underestimate the emotional toll of all this, and only 19% of HR leaders are building that impact into how they roll AI out (Mercer).

So, what’s ours to do? Well, we talk a lot about HR needing a seat at the table, and this is one of those times. We need to be monitoring the impact of AI on our people, listening with intent, and surfacing what we find at exactly that table. Because the cost of not doing it is already showing: 39% of business leaders say they've made people redundant as a result of AI, and of those, more than half, 55%, admit they got those decisions wrong (Orgvue). That's what happens when the human impact isn't in the room when the calls get made.

4

Job security: from keeping your job to staying employable

When the ground feels unstable, people re-prioritise what they want from work. Pay is still the top thing they look for, and work-life balance the biggest reason they stay (Randstad). But a newer dynamic is surfacing just underneath talent's familiar priorities.

You see, the mood has shifted from chasing progression to wanting security, with 60% of UK employees now saying they'd take job security and stability over faster career progression (IKB).

And there's substance behind the worry, with 34% having had redundancies in their organisation in the past year, up 12 points (IC Index) and those who worry about losing their job to AI has risen from 28% to 40% in two years (Mercer).

And the response isn't just anxiety, it's action. 63% say they would trade a 10% pay rise for the chance to upskill in AI and digital skills (Mercer). So, people aren't only asking whether their job is safe by the old standard; they're watching the world of work change and wondering whether we're equipping them for what's next, here or anywhere else.

So, what’s ours to do? Well clearly I'm not going to suggest smoke and mirrors here, and thankfully, it wouldn't wash anyway. No-one can really promise a job for life anymore, and talent know that. But we can share how our organisations are upskilling – both in working with AI, but also the human skills like critical thinking and judgement that are even more important now. And in many places, right now, that are going through change, we can commit to the growth and opportunities that come with it.

5

Leadership trust: the impact on retention

Trust is the thread running under everything else this quarter, and I was surprised by how fast it's moved: trustworthy leadership has climbed from the eleventh biggest reason people stay with their employer to the fourth, in just two years (Mercer). And 27% of employees say trust has actively strengthened their commitment to the organisation (IIP).

But here's the contradiction sitting underneath it…82% of HR leaders believe their people are trusted to use their judgement (IIP). From where leaders sit, the culture looks open and empowered.

But, if we look at what's actually happening underneath, 65% have avoided speaking openly about something rather than raise it. 61% admit they regularly “cover themselves” at work, a third of them most weeks (IIP). The covering isn't paranoia, it's what people do when they're not quite sure the room is safe.

And that gap, between what leaders believe and what people feel, is widest exactly when it matters most: through change. 53% of leaders think change decisions are explained properly; only 34% of employees agree (IIP). So, from the top, employee trust in their decisions looks ok, but their people are in a different place.

So, what’s ours to do? Well, it's not a job for a values poster or a leadership offsite, it's the consistent, unglamorous work of listening. Most of us have a psychological safety question in our engagement surveys, but how many of us ask about trust in our exit surveys? Surface the truth in both, what our people feel, and the impact that feeling has on whether they stay or leave.

Before you go

Thanks for being here for the first edition.

If there's a thread running through all five this quarter, it's the distance between what looks fine from the top and what's actually felt underneath. Pay that's reported but not experienced as fair. AI that's adopted but not equally shared. Security promised the old way while people quietly want a new one. Trust that leaders believe they've given and people don't yet feel. Close that distance, in any one of these, and you're doing the real EVP work.

The EVP Edit will land in your inbox shortly after the end of each quarter, drawing on what's evolved in the world of EVP and Employer Brand in the weeks before. Some quarters will surface a paradox... some a pattern. Some an unexpected piece of research that reframes how we think about what we do. The point is that it'll always reflect what's actually happening, not what I'm predicting will matter.

And this first edition is really just the map. Over the coming weeks I'll take each of these five apart in its own deep-dive, one every couple of weeks, going properly deep with my own take and the behavioural science underneath. The first, on pay and the fairness test, is live now. Follow me on LinkedIn and you'll catch the rest as they land.

And if this first edition has made you think, share it with someone else who also might find it useful. That's how we all keep learning and growing.

All the best,
Vicki
Founding Director, The EVP Consultancy

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The EVP Edit lands once a quarter, with the deep-dives in between. Subscribe on LinkedIn and you'll catch every one.

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Sources

Every figure above re-confirmed against its primary source on 11 July 2026. Early-careers live-source items (ONS youth unemployment, the Milburn quote via The Guardian/BBC, and UCL) re-verified on 11 July 2026.

Pay

ADP Research, People at Work 2025 (approx. 38,000 workers across 34 markets; a sentiment measure). C-suite 13% vs individual contributor 34% (p37); 27% feel pay unfair, down from 31% in 2023 (p36); women 28% / men 23% (p36); a pay rise makes people 2.3x more likely to say pay is fair, and felt unfairness erodes engagement, leadership trust and retention (p37). Strategic Management Journal 2025 (approx. 20,000 US university staff). EU Pay Transparency Directive 2023/970 as backdrop.

Early careers

Work Foundation / Lancaster University, on ONS data: more than a million UK 16-24s NEET, first time since 2013. ONS youth unemployment at its highest in over a decade (16-24 rate 16.1%, highest since early 2015). Alan Milburn, chair of the Young People and Work review, warned the rise posed an “existential” risk that could put “a generation on the scrapheap” (The Guardian, 17 Feb 2026). UCL Centre for Longitudinal Studies (six times more likely out of work in midlife). Work Foundation / Lancaster University, “Starting out” (June 2026): starter vacancies down 49% over the decade; one entry-level vacancy per three NEET young people nationally, one per six in the North East. Sales and retail assistant starter roles down 53% (2016-17 to 2025-26). A rising share of young NEETs are economically inactive rather than unemployed, driven in part by rising mental ill-health, with 45.8% of NEET young people now classed as disabled, up 24 points since 2013/14. Deloitte Gen Z and Millennial Survey 2026: a fifth of young workers (20%) say their organisation is making fewer entry-level hires.

AI and DEI

Mercer Global Talent Trends 2026: 56% say unequal AI access dents morale; 35% would consider leaving over it; 72% say some have better access to AI tools and training; 62% think leaders underestimate the emotional toll; 19% of HR leaders factor that impact into rollout. Edelman Trust Barometer 2026: low-income 54% vs higher-income 31% fear being left behind by AI. Orgvue annual AI workforce research (Vitreous World, commissioned by Orgvue), 29 April 2025 (1,163 C-suite and senior business leaders; fieldwork Feb–Mar 2025): 39% of business leaders made employees redundant as a result of deploying AI; of those, 55% admit they made wrong decisions about those redundancies.

Job security

IKB, Work on What Matters: 60% would take security and stability over faster progression. IC Index 2026: 34% had redundancies in the past year, up 12 points. Mercer Global Talent Trends 2026: worry about losing your job to AI up from 28% (2024) to 40% (2026); 63% would trade a 10% pay rise to upskill. Randstad Workmonitor 2026: pay the top factor when seeking a new job (81%); work-life balance the primary retention lever.

Leadership trust

Mercer Global Talent Trends 2026: trustworthy leadership now the number 4 reason people stay, up from number 11 in 2024. Investors in People, The Trust Paradox 2026: 82% of HR leaders believe people are trusted to use their judgement; 65% have avoided speaking openly; 61% regularly “cover themselves” (32% most weeks); 53% of leaders vs 34% of employees believe change decisions are explained; 27% say trust has strengthened their commitment.