Employer Branding, EVP, CVP – What does it all mean?

A truly strong brand doesn’t just connect with your customers—it resonates with your team too. Built on a compelling purpose, clear positioning, and a distinct personality, it forms a memorable value proposition. This is where employer branding comes in. It’s how your brand speaks to current and future employees, reflecting the culture, values, and opportunities that make your organisation the place people want to work. While your value proposition might look different to your team than it does to your customers, both are essential for building your brand which fosters connection, loyalty, and growth.

What is CVP?

Your Customer Value Proposition (CVP) is something you will likely be very familiar with. This is what we’re used to thinking about for our brand development and how we communicate with our audience. This encompasses your offer, your drivers, your personality and how you solve a problem for a customer. 

Your CVP is the set of beliefs that your brand is built upon, and its benefits to consumers. It defines the ultimate reputation of the brand and key points of differentiation. 

Your CVP is your audience’s ‘why’ – why they engage with your brand over another. 

What is EVP?

Employee Value Proposition (EVP) is how your brand becomes your employer brand. Real and genuine consideration and action on your internal brand is vital in today’s full employment market. Your EVP is the culmination of what you have to offer your employees, your company culture, ways of working and benefits of being part of your company. 

It needs to be based in reality, with some aspiration for continuous improvement and maintained satisfaction to both attract and retain talent. A strategic and defined EVP starts with research and drawing alignment between your team(s). 

Your EVP is your current and prospective employee’s ‘why’ – why they want to work at your company. 

Should they match? 

They should align, but they might look a little different in communication. 

Your brand drives overall reputation and market position. EVP improves talent acquisition, retention, and engagement. CVP boosts customer acquisition, satisfaction, and loyalty. Each plays a vital role in the ecosystem of your brand, but each targets distinct groups and serves different strategic objectives. Together, they help shape a cohesive and successful brand and business as a great place to work.

At Bradley: The Brand Agency we’ve made brand our life’s work. We’ve been leading strategy first brand agency for 30 years in Ireland. Now, we’re seeing companies not only invest in their brand for sales but also invest in their brands for talent attraction and retention.

We’re always open to a conversation about your brand, feel free to get in touch and let’s talk. 

Thanks to Great Place to Work for their annual Employer Branding event which got us thinking more about our Employer Branding service, and how we can add even more value to the brands we work with every day. 

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