Busting 5 Big Employer Brand Myths
I sometimes speak to HR professionals who feel overwhelmed about developing an EVP, often based on ideas that aren’t true. Yes, EVP projects can be long, expensive and complex, but they don’t have to be.
The biggest investment your EVP needs to succeed? Strategic thinking and a bit of creativity.
Standing out in a crowded talent market can be done with the right approach. A Pop-worthy EVP isn’t just a launch event or an HR tick box. It’s a living breathing culture that needs care and collaboration.
Five of the biggest EVP myths that need busting.
1. Once you launch, the hard work is done
Reality: An EVP is a promise exchange between employer and employees. Once you’ve set expectations, you start living it every day. It should show up in the way you work, the decisions you make and how you interact with one another. When two people say ‘I do’, it marks the beginning of a partnership but once the wedding is over, the hard work really begins. Think of your EVP in the same way, the launch should celebrate and announce to the world that this is the direction you’re taking, and from here onwards, it’s a daily commitment from both sides. A good EVP should evolve with your organisation. Review it regularly to make sure it still meets your people’s needs, especially as your organisation and the market shift.
2. Employer brand only matters outside the company
Reality: Your employer brand exists whether you invest in it or not, because it’s shaped by what people are saying, thinking and feeling about you. The people who have the strongest, and most informed opinions about your brand are those who’ve experienced it first hand; your past and current employees. Investing in employee engagement is essential and a well-defined EVP will fuel this, especially when it’s built on real insights. When your employees have helped write the story, they’re more likely to tell it to others. Engaged employees are more likely to advocate for your organisation, which not only drives retention, but goes on to power attraction.
3. EVP is HR’s job alone
Reality: Everyone owns the EVP. From the CEO to the first day graduate, everyone plays their part. The EVP sets the tone for how you work and how you treat others, no matter your role or level of seniority. HR typically become the guardians of your EVP, almost acting as product owners; they will measure success, track progress and keep it top of mind. But an EVP will only flourish when everybody is accountable and plays their part. That’s why it’s powerful to involve employees in the process early on. People are more invested in something they’ve helped build. It’s useful to consider the different roles that different teams play, for example, internal comms can spread the word, design can make it look great, engineers can build tools to showcase it, and leaders can role model it. Make sure you help each team understand the value that they can add and what’s in it for them.
4. One size fits all
Reality: In large, complex organisations, one EVP won’t speak to everyone equally. Factory workers, vs office workers, vs delivery drivers will have very different employee experiences on a physical, cultural and technological level. A targeted approach will help identify and deliver an authentic EVP company wide. Even in smaller, more simple organisations employees could have different preferences based on their location, role or generation. Gen Z value flexible and remote working while Baby Boomers prioritise stability. Adapting your EVP for different audiences is a smart move, even if this is just dialing up or down certain themes. A good EVP flexes, it’s never copy-and-paste.
5. Employer brand is just a marketing gimmick
Reality: Employer brand is trust, culture, and knowing what your people and candidates want. Your EVP is a strategy, not a slogan. Build it on real insights; talk to employees, run surveys, benchmark competitors. Identify your strengths, find what makes you unique, then bring it to life with real stories. A good marketing plan without substance is just noise. If you want to engage the right talent, you have to live your EVP every day, not just write about it.
Debunking these myths frees your EVP to be authentic, engaging and effective. By deeply understanding your goals and challenges, you’ll gain a clear vision to guide you.
Team work makes the dream work.
Getting Started
An EVP is not a one-person job, it takes company-wide collaboration. When you become a champion of your EVP, it’s easier to bring others along on the journey. It’s an ongoing commitment that requires constant nurturing and refreshing to stay relevant. But hopefully, you can see that it’s totally possible to develop an EVP that truly pops!
If you need some extra help on your team to design, build and launch your EVP, talk to POP.
Drop us a message at hello@culturesthatpop.co.uk today. We’d love to hear from you.
