Employer Branding & EVP
Give candidates a reason to choose you
Discover your EVPUnderstanding your Employer Value Proposition
Every organisation already has an employer brand, whether it has been deliberately shaped or not. Candidates form a view of what it is like to work for you long before they apply, based on what current and former employees say, what they see online, and what your recruitment materials communicate, or fail to communicate.
An Employer Value Proposition is not a slogan or a set of values on a careers page. It is the honest answer to a specific question: why would someone choose to work here, and stay, rather than somewhere else.
Where that answer is unclear, inconsistent, or disconnected from genuine organisational reality, candidates notice, and the strongest ones often look elsewhere.
Why investing in your EVP matters
An undefined or generic EVP makes every downstream talent attraction activity harder. A clearly defined EVP, grounded in what is genuinely true about your organisation, gives every subsequent stage of talent attraction something real to work with.
What we do to define your employer brand
An Employer Value Proposition project moves through four stages, from discovery through to full activation:
Discover
We work with your people, not just leadership, to understand what is genuinely distinctive about working for your organisation.
Define
We translate discovery into a clear, evidence-based EVP that reflects genuine organisational truth, not aspiration.
Articulate
We shape how your EVP is expressed, so it reads consistently across every advert, page and conversation.
Activate
We help embed the EVP across every candidate touchpoint, from advertising to onboarding.
An employer brand built on evidence
An Employer Value Proposition project delivers:
- A defensible EVP grounded in genuine organisational evidence, not aspiration
- Consistent messaging, the same authentic story told coherently across every touchpoint
- A foundation for recruitment advertising – giving your campaigns something distinctive to say
- Alignment between promise and experience – reducing early attrition caused by mismatch
Start with a clearer picture of your employer brand
Book a planning call and we’ll talk through what an Employer Value Proposition project could look like for your organisation, what we’d uncover, what you’d learn, and how it feeds every stage of your talent attraction strategy.
Build your employer brand →A joined-up approach to talent attraction and employer marketing
Effective talent attraction is not a series of disconnected activities. It is a continuous cycle of understanding, defining, reaching, controlling, widening and embedding. Each stage reinforces the others, making the next more effective — and the circle never closes. Each cycle informs the next, building momentum and authenticity with every turn. The Talent Attraction Narrative Circle is how CJA approaches every client relationship, whether you engage with one capability or all six.
Candidate Journey: User Experience Audit
The starting point for every talent attraction strategy
Before you can tell the right story, you need to know what candidates are currently finding, experiencing and feeling at every stage of their journey with you. We map the full candidate journey from initial search through to offer acceptance, auditing every touchpoint and delivering a clear prioritised strategy for closing the gap.
Map your candidate journey →
