Okay, so if an EVP is the answer to why people should choose to work for you rather than anyone else, there are a few things that might change that. I mean, the most obvious one is if you've had a major business change, if you've had a change of leadership, they brought in a new strategy. Or perhaps you've been through a big merger.

That might be something that really changes who you are as a business. That might change your EVP. The second thing that might change your EVP is if there's been a significant change in who you are employing. So perhaps you've entered new markets geographically, or you've started doing new services for clients, and that's brought a change in who you need to hire.

Okay. They might be interested in different things. You might need to change your EVP and you can be affected by external factors, though it might be that the competition has changed. So perhaps you've been in the market that's been the same ten competitors for years, and suddenly there are new entrants who are coming in and disrupting things by offering different stuff.

Okay, you might need to adapt your EVP to take on those new entrants, but in reality, a lot of times an EVP changes because of politics, because, you know, a new person has come in and wants to make their mark and resist the urge to do that. Don't change it just for the sake of changing it. And always take a look at what you've got and ask yourself, is it still fit for purpose?