Glossary of Branding Terms
In order to specifically formulate the EVP attributes, Markenfels has developed the “EVP Navigator©” (EVP = Employer Value Proposition).
The EVP Navigator helps to clarify how the company can position itself as a great company with great people, promising career prospects and attractive benefits. In the development process, two key questions of talents are explored: “What’s in for me?” and “Who is this company and what makes it tick?”
The aim of the development process is to identify the three to four clusters of attributes that the company can use to position itself to talented individuals and employees – in a relevant, differentiating and credible way.
