So the way I often explain this to people is that an EVP is kind of the logic, and an employer brand is then the emotional version of that logical argument. The reality is, is that when it comes to jobs, people are very emotional. If you think about the last time you left a job, it was probably an emotion that made you do that.

You were probably upset or angry or feeling overlooked or bored. And so you left. And when you chose a job, you chose a job because you were excited about it, or because there was a possibility there, or there was a dream that you could fulfill by going there. And so there's always this need to take that logical foundation and then build a beautiful, emotive brand on top of it that will actually move someone into action.

And so, you know, the skill of a great creative team is to translate those logical ideas into all the stuff that makes up an employer brand the look, the feel, the images, the iconography, the strapline, and really capture that idea.