The Employer Branding and EVP landscape today 10 Challenges, opportunities and direction of travel If we sense that there is a generally (if guardedly) positive sentiment across the profession, where do we think the EB/EVP function is heading and what sort of challenges do practitioners feel it will encounter? One of the areas we touch on during this study is around the relative topicality of an EVP. Because the world is changing at pace, having an EVP which reflects the current marketplace, rather than a dated one that looks back, is key. To be relevant, to deliver on its objectives, an EVP needs to reflect the current challenges and opportunities around it. And this, broadly, is what we encountered during our research. Whilst it feels somewhat surprising, in 2024, for any organisation not to have a formally expressed EVP, this remains a very small minority. More positively, 62% of our study had either reviewed their EVP within the last 12 months, or were in the process of doing so. Another 8% were planning on doing just this in the next year. It is something of a surprise, particularly given the changes of Covid itself and its impact over the last four years, that 10% of organisations have not looked at their EVP since before the pandemic. Given the changes the labour market and candidate sentiment have been through in the intervening period, there are clearly questions to be answered as to how effective and relevant such an EVP remains. When was the last time you reviewed your EVP? We don't yet have a formal EVP It's something we're planning on doing over the next 12 months It's something we're doing right now Pre-Covid Post-Covid Within the last 12 months 33% 16% 10% 29% 8% 4%
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