Activating the EVP and measuring it
Step 1 / 4·Employee-created content beats company-created content
0/4 steps done
Learning objectives — after this module you will:
- Choose channels and content types that fit limited resources
- Embed the EVP in job ads and the candidate experience
- Track four metrics that show real progress
Employee-created content beats company-created content
Invest in what actually works.
Candidates know that content produced by HR exists to recruit them. The same message, coming from someone actually doing the job, lands very differently — because that person has no obligation to speak well of it.
Three kinds of content and their credibility
| Kind | Example | Comment |
|---|---|---|
| The company speaking | Job ads, corporate videos | Necessary, but readers discount it because they know it's advertising |
| Employees speaking | An employee's post about a project, real photos, what they learned | Far more credible and costs almost nothing to produce |
| Third parties speaking | Public reviews, press coverage, workplace awards | Most credible but hardest to influence — only improves through reality |
Encouraging it without making it feel forced
Don't ask employees to post to a template — that kind of content is obvious and backfires. Instead create raw material: take photos at events and send them over, credit people publicly so they have something to share, and allow them to mention the imperfect parts. Real content always has a few imperfect details — that's exactly what makes readers believe it.
Key takeaway: Employee-told content is far more credible — create raw material rather than setting posting quotas.