Tuesday, 12 October 2021

Employer Branding: Between VMV and EVP

Amidst the hullabaloo of their daily tasks, HR can forget that their position actually comes with two different roles, namely strategic and operational.

The VMV and EVP Tasks and How It's Done!


From a strategic perspective, HR must define with the organisation’s management on what HR role is strategically like. Without joining the strategic conversation among the top management, HR will only be viewed as only a supporting role of the company. The truth can’t be further, as we all know that HR is the gateway of incoming talents that will play a role in defining the company’s value and driving the business forward. “The talent acquisition process by the HR, is where the company's VMV (Vision Mission Value) can be realized through these candidates,” stated Rizky Rezari, the Director of ADVIKA.

Therefore, the Human Resource must build its organisation’s Employer Value Proposition (EVP) to build a pool of top talents. EVP is the organisation’s core benefits that make up your wider employer brand. Think of it as a promise between an employer and a potential applicant. What can your company and culture offer them, in exchange for their talent, skills, and experience.

“On the operational aspect, it’s all about how HR promotes a company to external parties. After promotion, HR can enter the recruitment marketing stage, which introduces the company culture, just like marketing,” he added.

“There are still many people who think that employer branding is only HR's business because it is related to candidates,” he continued. Actually employer branding can achieve excellence when done through synergy between the marketing communication team and the HR team. "ADVIKA will synergize with the company's HR and will help clients to craft the messages so that the employer branding strategy can be implemented."

You May Also Read: 

1. Optimize Talents' Learning Agility for Future Workplace

2. Understanding VUCA in Today’s Talent Acquisition