When the market slows down, many assume it’s time to hit pause on employer branding efforts. But here's the truth: in a flat market, how you show up matters just as much.
Your EVP (employer value proposition) isn’t just a glossy statement; it’s the lens through which candidates assess whether your business is worth exploring.
While many organisations are currently getting hit with high volumes of applications, it’s worth asking: Who are these candidates? What is their experience like?
If you're declining hundreds of applicants, how are you doing it? If you're a consumer brand, are these potential customers you're thoughtfully declining or leaving hanging? It might not impact your business immediately, but they’ll remember. As one of our clients recently put, ‘don’t care late’ and that really sums it up.
At the same time, the talent you do want, those who are secure and valued in their current roles are watching. If and when they start to explore, what are they seeing (or not seeing)? What stories can they find? What are your people saying? How do you authentically show up? With job seeker security still valued highly, you’re going to need to be compelling to draw out top talent.
So, while it might be tempting to ease off EVP work when applications are flowing in, now is exactly the time to strengthen it. Invest in listening to your people, defining what makes you different, and showing up with clarity and authenticity – so when the market shifts (and it will), you’re not starting from scratch, but already ahead.