NH237 Consulting and WDAD Communications - Research on the future intentions and challenges facing the UK’s employers

The opportunities for the Employer Branding profession have never been greater and neither have the challenges 11 It does feel as though employers will be spending time engaging with their people audiences in order to re-shape both the workplace and the employee experience, given the impact of Covid. No surprise, then, that this will go on to influence the EVP they take to both internal and external people audiences. “I think this is fundamental to the EVP of the future - or indeed now. I think the concept of EX is still relatively new in a lot of organisations and the EVP is still seen as what you attract external talent with. But reflecting the lived experience of your employees has got to be the EVP so that there’s congruence internally and externally.” Alison Heron, Employer Brand & Employee Experience Lead, GSK Consumer Healthcare “All the things we already knew were important have been brought into even sharper focus during Covid…a focus on the ‘whole person’, valuing the individual and creating a sense of inclusion and belonging, attention to health and well-being, all manifest as your employer brand. Reflecting and projecting our culture and employee experience - and trusting our employees to showcase this - will be the focus for 2021.” Jackie Hallums Employer Brand and Talent Acquisition Centre of Expertise, Coca-Cola Europacific Partners Even if, however, a full EVP revisitation project isn’t being planned, then employers need to ensure that they are listening to their people more regularly and more intuitively than ever before. And being seen to act on what they have heard. What are such people looking for from their employer as we emerge fromCovid? And how can employees actively help shape not only the workplace but also their organisation’s response to the post-pandemic challenges? Interestingly, we followed up the question above with one asking, even if there was no intention of changing their EVP right now, what key elements it needed to orient towards.