I saw this headline and had to read on.  For years I have talked about the "pub test", by that I mean when people say what do you do and who do you work for, how do they react.  This little story take this a stage further and really puts the spotlight on how your employer brand if not carefully managed and REAL can get out of control oh so quickly. 

Creating an EVP is essentially building on truth and authenticity: by taking the reality and and adding some aspiration you can start to articulate a brand narrative that will resonate with employees but also attract the talent that will shape your business for the future.