Support Your Talent Goals by Managing Your EVP and Employer Brand

Skills form the basis for developing and defending new value propositions. Hence, being able to attract and retain top talent is a strategic priority. Having access to the right skills is business-critical, yet Forrester surveys underline that a majority of organizations are struggling with skills shortages.

The employer brand can help with that; it influences a candidate's decision to join, and stay with, an organization. Thus, the employer brand, representing the identity and reputation of an organization as an employer, plays a valuable role in closing skills gaps. Moreover, the employer brand and how it's experienced by employees is an important factor for the quality of employee engagement after the hire.

Our latest research helps business leaders align employee value proposition (EVP) and employer brand. Your employer brand is your public perception and reputation in the market, needed for attracting and retaining skills. When an organization's words match employees' lived experiences at work, recruitment and retention rates improve. Employer branding can be a differentiator to attract ideal candidates and skills to your organization.

Your EVP, meanwhile, is the narrative that informs employees and candidates of what your organization can uniquely offer as an employer and what it expects in return. Nonauthentic promises and wishful thinking undermine your EVP — employees see through them and there's then risk for growing friction between employer and employee expectations.

Related:ITPro Today 2024 IT Salary Survey Report

Our report, What Your Company Means To Your Workforce Matters For Your Talent Strategy's Success, helps business leaders understand how to synchronize the EVP and the employer brand to overcome skills shortages, among other things. Our research includes best practices for facilitating this alignment and:

— Dan Bieler, Principal Analyst

This article originally appeared on Forrester's Featured Blogs.