Not everyone gets employer branding or understands what an EVP is but it's a real part of the whole talent acquisition process, it helps organisation's attract and select the talent that is right for them. People who if they remain engaged become high performing employees. The Pepsi EVP is "possibilities" but the depth and meaning to this needs more explaining to give it justice so this is just the tip of the iceberg. Read more it's worth it.
Employer branding is not just a tagline. It’s not a single sentence, or a series of vague qualities like success or innovation. It’s not bullet points. It’s not something as simple as an image or a color palette. Instead, employer branding is a philosophy. It’s a framework built around the relationship between your organization and its employees. It’s the promise you make to your workers. It speaks to your entire staff, from the CEO to the newest hire, as well as to job-seekers who are approaching your company for the first time. At Southwest, it’s “Welcome on board the flight of your life.” At IBM, it’s an enticing question: “What will you make at IBM?” At Pepsi, the employer brand is boiled down to one word: “Possibilities,” which returns throughout the employer value proposition.