Think emotional connection to create your compelling employer brand & EVP

75% of candidates say employer brand is important to their decision to join a company, yet there is a disconnect between what people are seeking from employers and what they actually offer, particularly when it comes to ‘softer’, lifestyle and emotional (vs rational and material) benefits such as work life balance and a positive work environment. 

Source: Randstad Employer Brand Research 2017, White paper, Slide 4

The whole point of brand – customer, corporate and employer – is to define purpose and values with which its audiences align, solving the key issue/problem/unmet need through the proposition, in a way that is distinctive to competitors. With the ultimate aim (or end benefit) to make people’s lives a little bit better, 

What are you doing to improve your employer brand and employee value proposition to attract, retain and engage employees in this competitive marketplace? 


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