Is your EVP alive?

In recent years, the number of agencies offering employer branding as a service has grown steadily. While it is great to see increased focus on the discipline, we have simultaneously seen a rise in inquiries from companies feeling "left behind on the platform."

They find themselves with a strategy or an EVP that is inward-looking and fails to open up for actual activation.

We have been approached by several companies where an agency has facilitated a process and developed an EVP that perhaps worked well as an internal exercise for the involved employees and management—but proved largely useless for the staff and local departments responsible for bringing the employer brand to life afterward.

Our advice to companies is therefore as follows:

✅ Be crystal clear on your goals for the agency collaboration. Is the internal exercise the priority, or are you looking for an activatable concept that can live across channels and among employees?

✅ Prioritize your resources to ensure a budget is allocated for activation; otherwise, the work of developing the "perfect" EVP may be wasted.

✅ Appoint a communication or branding professional to manage your employer brand—someone who understands the value of the work and has the professional weight (pondus) to secure internal buy-in across management, HR, communication, and branding.

Reach out if you need help creating an activatable employer branding foundation, or if you need input on how to activate your current one.

#employerbranding #evp #employeractivation