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Revealing Brand Identity: Essential Role To Success

20 February 2024

Story by
Genevieve Bland Writer - The HR World

Brand marketing and management, branding or rebranding concept. 3d illustration of a magnifying glass over golden and black words.

Recent research findings shed light on the importance of employer value proposition (EVP) and active employer brand management for organisational success and candidate attraction.

It’s official. According to industry reports, companies with a clearly defined Employee Value Proposition (EVP) are 93% more likely to outperform their industry competitors financially. Additionally, insights from Beamery research reveals that 69% of active job seekers are more inclined to apply for roles at companies who actively manage their employer brand.

These findings highlight the pivotal role of EVP and employer brand management in both talent acquisition and organisational performance.

Amidst a fiercely competitive job market, employers are vying for specific talent, leading to continued tightness in the hiring market. A report by Indeed, said candidates will maintain leverage over pay and conditions, with flexibility remaining a key factor in job attraction and retention. As a result, employers must ensure they provide an enticing package to attract and retain talent.

John Tarrant, Managing Partner at DNA (Digital Native Adverstising), advocates that to achieve results, it is essential to foster a sense of purpose and belonging. A solid Employer Value Proposition does just this: “There’s a lot going on in the talent market at the moment,” he says. “From a macro perspective many organisations have all the necessary assets in place for success – they have good infrastructure, they are well funded, product/service quality is as good as it’s ever been, digital transformation is creating more efficiencies and for the most part brand equity is strong. However, the one area that carries the greatest risk is that of the people agenda. Put simply, if they can’t find, keep, and engage the talent they need then all the promises they make to investors and their customers count for nothing.

“Ironically at the micro level, budgets are being squeezed more than ever and every HR and talent professional is expected to do more with less,” he adds. So, in a dynamic and challenging market how can HR and talent professionals make a difference for their people, their customers, and the bottom line?

Firstly, Tarrant is clear that doing nothing is not an option. There are however, some key workstreams that will make the difference.

Investing in a distinct, authentic, and compelling EVP and employer brand will save you money and make you money every day.”

More importantly it gives the essential platform for the change you want to see in your organisation as you operationalise it at every touch point. Staff understand what you want and need them to be at work, leaders and managers lead and manage in the optimum way. “It’s not about having an EVP and employer brand it’s what you do with it,” says Tarrant. “Operationalising it gives the coherent employment experience that will set you apart, drive your purpose, drive belonging and drive results. Critically, you don’t need ‘new’ money to make the investment, you’re wasting it every day through agency fees, unnecessary attrition, poor engagement and more.

“With the platform in place all things are possible in terms of navigating the change to come in 2024 and beyond – from hybrid working to skills-based hiring, from DE&I to maximising the potential of social recruiting and employee advocacy,” he says.

A significant trend highlighted in a major recruitment report on 2024 trends, is a positive shift towards employers not only offering competitive salaries but also appealing perks and benefits. This trend signals a promising era for job seekers looking to leverage their skills and experience. Consequently, employers are urged to review their employer brand to ensure it is competitive, authentic, and effectively communicated.

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