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.
But then one of these possible candidates meets a buddy in the pub who works in your company. He asks him how he experiences these wonderful corporate values of freedom, quality and innovation*, which he has read about, in his everyday life? If he now faces blank looks or contemptuous snorting, the whole nice investment in your recruitment project was wasted, at least as far as this candidate is concerned. This little story shows the importance of the internal side of Employer branding. If your employees do not know what you claim for yourself as an employer in terms of values, strengths and offerings, or, even worse, if they cannot relate to it, you are wasting a tremendous opportunity.