The Employer Branding and EVP landscape today 15 As we touch on earlier, understanding how an EVP and its Employer Branding compares with talent competitors is key. Hiring takes place in a highly competitive context. Candidates are unlikely to be speaking with just one potential new organisation. With that in mind, we wanted to understand more about this sense of benchmarking. How did our participants feel their work stacked up against their peers? At first glance, these responses feel positive, indeed bullish, with just 5% disagreeing that their EVP and Employer Brand does not compare favourably with the competition. However, a more forensic analysis raises questions – 18% of our group make no efforts to benchmark this activity. We also have 58% of our survey who feel that their work is superior to that of their competitors – particularly when we reference this answer to the previous question and just 7% feeling their EVP was where they wished it to be. This feels like an over-confident, non-objective reading of the situation. We might also consider the 18% who neither agree nor disagree with the sentiment. If they neither agree nor disagree, it feels as if their benchmarking is not proving hugely effective. It feels as if the sector could be more rigorous about how it measures its outputs and outcomes. Having a broadly industry-wide, common set of parameters with which to judge an EVP and its effectiveness feels both necessary and, currently, non-existent. To what extent would you agree with the following statement? I am confident that our EVP and EB benchmark positively within our market sector. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Strongly disagree Disagree We don't benchmark ours Neither agree nor disagree Agree Completely agree
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