Going Deep with your EVP

What’s the difference between an EVP and an employer brand? It’s not a riddle, but for something so fundamental to our understanding of helping attract and retain talent, it seems like EVP, employer brand, brand position, and brand promise are almost never well-defined. I’ve been guilty of using them interchangeably, or just mirroring the terminology used by my customer in order to get to the work of crafting and communicating the brand. Every experienced and smart employer brand practitioners don’t (or can’t) properly explain the difference. They just use phrases like “the way I like to think about it is…” and go off on some flowery bit of poetry. So let’s nail things down right here once and for all. What is the difference between an employer brand and an EVP?