Organisations must deliver on the promise – for all staff – not just use EVPs (Employee Value Propositions) as a recruitment tool warns Claire Gallagher. Smoke and mirrors won’t cut it and beware of overpromising because, in six to 12 months, the jig will be up.

As an employer brand specialist, it is my job to identify and embed the values of a brand into an organisation.

A new or refreshed brand and all that comes with it – logos, names, colour schemes, strap lines, tone of voice – can be an extremely powerful signifier of change for an organisation.

But all that work is often pointless if you don’t get your internal people involved and ensure they are part of the vision.

Claire Gallagher is Employer Branding Director at Principals

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