Perspectives on EVP, employer brand, and what's actually working

Your customer brand promises one thing. Your employer brand tells a different story. That disconnect creates problems that neither team sees coming.

Employee advocacy programmes fail when they're just a distribution channel for the comms team. Real advocacy starts with trust, not templates.

It's a question I hear more often than you'd think, usually from organisations that have been burned by a previous attempt. Here's when an EVP is essential, and when it isn't.

Most employer brand measurement tracks activity, not outcomes. Impressions and clicks tell you what happened, not whether it mattered. Here's a better approach.

Everyone knows what a Mars Bar looks like. But could you describe what's actually in it? Most employer brands have exactly this problem: all wrapper, not enough substance.

You invested in an EVP. It sounded good. So why isn't anyone using it? Here are the five patterns I see most often, and what to do about each one.

The distance between what you promise candidates and what employees actually experience isn't just a retention problem. It's a credibility problem that compounds over time.