Connecting Corporate and Employer Brands
Today, your brand lives in one place — everywhere. Modern employer branding isn’t a perk list; it’s your core positioning translated for talent. When your mission, culture and promises are communicated with clarity — and actually lived with authenticity — you attract the right people and earn the market’s confidence.
By David Kippen, PhD | CEO, Evviva Brands
There was a time when employer branding lived in HR and corporate branding lived in marketing. Those days are gone. Today, customers and employees share the same social feeds, the same values filters and often the same skepticism. If your external promise isn’t lived internally, people will call you out — and they’ll be right.
We see employer branding as the inside‑out expression of your corporate brand. That means your employee value proposition (EVP) isn’t a separate tagline; it’s your positioning translated for talent. It asks: why would a high‑performing engineer, nurse or retail manager choose you over the competition? And does that reason align with the story you tell investors and customers?
Getting this right isn’t about perks or ping‑pong tables. It’s about clarity of mission, authenticity of culture and delivering on your promises. Use research to understand what your ideal talent values. Align leadership on what you can credibly offer. Then communicate that story consistently, from job postings to onboarding to your CEO’s keynote. A brand that galvanises employees is a brand the market will trust.
