That’s the question we got from a leader at a global services company this week. Whenever he tried to explain and sell the concepts to his leadership team, the words seemed to overlap all over themselves.
At Tribe, the EVP and Employer Brand are part of the daily conversation, so we quickly got to an explanation that he could use. But getting this question from a key client reminded us that it’s a great idea to clearly define these concepts whenever we’re wading into a strategic internal branding discussion.
As the importance of effective employee communications has become a hot button for so many Fortune 500 C-Suites, it’s not surprising that the Employer Brand and the EVP has found its way into the lexicon. But confusion about the two exists. We see external and internal branding as two sides of the same coin. So to define the concepts, it’s helpful to compare the internal and external branding disciplines.
If a brand promise is what the company says that it will do for its customers, it’s up to every employee within the company to come in every day and work toward that commitment. Similarly, the Employee Value Proposition (EVP) is what the company promises its employees, and every day, the company has to uphold its promise.
The EVP is the sum of the benefits and values that attract, motivate and retain the best employees. It includes things like salary and benefits. But it’s also about pride in what the company does. How it’s leaders lead. How it makes the world a better place. A strong and well-defined EVP helps move the primary motivator for working at a company away from salary.
And if Brand is what the outside world thinks about a product or service – the sum, both positive and negative, of a product’s attributes – then the employer brand is what current and prospective employees think about the company. It’s their knowledge and expectations of the company.
From inside the company, the Employer Brand platform is a handy tool that communicators use to manage perceptions and align behavior of employees. Like a traditional branding campaign, the Employer Brand serves as a theme or platform that allows us to communicate and position all aspects of the EVP.
When built correctly, the Employer Brand is authentic to the existing culture of the organization. Like the external brand, the Employer Brand should be filled with nothing but the company’s existing DNA. It’s aspirational, yet realistic. It sets expectations of what prospective employees will find should they go to work at the company. It’s a differentiator that helps explain to employees why this company is the right choice for them.
When the Employer Brand is supporting the EVP, effective internal communications become easier to execute. Recruitment becomes more efficient. Employees become more engaged. Retention of the right employees is increased. The skies are blue, and the sun shines bright.
Working on an Employer Brand? Tribe can help.