The Employer Branding and EVP landscape today 19 To what extent would you agree with the following statement? Factors such as Covid, ED&I, the cost of living squeeze and mental health challenges mean that we are taking a much more peoplebased approach to our EVP and its messaging. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Strongly disagree Disagree Neither agree nor disagree Agree Completely agree It will be interesting to see if a balance can be achieved in terms of the answer to the question above – with the EVP and EB sharing more and more DNA with internal comms and potentially customer messaging – and the answer to the next question. We asked whether, in the context of Covid, mental health pressures and the cost-of-living squeeze, employers were having a more people-based focus to their EVP work. The results feel very positive and largely unanimous. Just 7% of our survey disagreed with this view. The last four years have thrown up huge personal and professional challenges to an organisation’s employee base. That these should not be reflected in terms of the people offer and how it is delivered to both internal and external audiences feels an anathema. Whilst an EVP, by definition, is about the employee, we would expect to see much more in terms of empathy being expressed in 2024. “In a world full of uncertainty, humanising our employer brand and prioritizing people, throughout messaging and strategy, isn’t just a nicety, it’s non-negotiable. We have a responsibility to connect with people on a deeper level, regardless of external pressures. Let’s remember, it’s always peoplefirst, people-led, people-driven – that’s the key to attracting and retaining top talent in any climate.” STUART HAZELL
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