A disconnected or misaligned internal/external employer brand is likely to cause issues on several levels: existing employees will feel disengaged with messages that don't feel authentic and match their employment experience, whilst new employees will feel the recruitment and attraction messages don't match reality and the organisation risks a high turnover.
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When it comes to attracting new talent, a compelling employee value proposition (EVP) is critical. It is the foundation to any strong talent attraction and management program. However, many companies focus too much on the external use of their employer brand and forget to involve the internal marketplace of their own employees in this process.
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