In some organisations, the employer brand piece is left to one individual or one department to manage which can causes crucial elements to be overlooked when defining what their EVP strategic platform should be.
The highest performing employer brands are built on the knowledge sourced internally from individuals in all facets of the organisation. This helps identify what it is about the employment experience they offer that will make them stand out in their sectors. It succinctly uncovers which messages and channels will connect the employer brand and bring it to life.
The problem with most employer branding is that it is disconnected from the corporate brand and the core drivers of the business. It is typically managed by the HR department and too often becomes associated with superficial perks, such as free lunch or unlimited vacation. In the United States alone, there are now more than 40 consultancies focused on employer branding, usually separate from any larger strategic purpose. The consequences can be dismaying.