Start with the gap, not the slogan
Before naming an EVP, understand where leadership intent, employee experience, and external perception disagree. Those gaps reveal both credibility risks and opportunities for distinction.
Use multiple forms of evidence
Engagement data alone rarely answers an employer-brand question. Combine existing research, focused interviews, employee listening, recruitment signals, and market context.
Make evidence usable
Research creates value when it changes decisions. Translate findings into a small set of choices that leaders, HR, communication, and recruitment teams can apply consistently.