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What Replaces EVP in a World Where Truth Is Decentralised? · Edan Haddock - Total Talent

• 0:51
  SPEAKER_00: Happy Friday, listeners, and welcome back to Eden Haddock Total Talent.
• 0:58
  SPEAKER_00: I am your host, Eden Haddock, Head of Talent and People Experience at Movember.
• 1:05
  SPEAKER_00: I'm not going to ease into this one because I think we've been kidding ourselves a bit in talent.
• 1:15
  SPEAKER_00: We talk about EVP like it's still this powerful defining thing.
• 1:23
  SPEAKER_00: Like it shapes how candidates see us.
• 1:27
  SPEAKER_00: Like it's the reason people join.
• 1:30
  SPEAKER_00: And in all honesty, I actually don't think that's true anymore.
• 1:38
  SPEAKER_00: I think EVP, as we know it, has quietly lost its grip.
• 1:46
  SPEAKER_00: And not because it was a bad idea, but because the world moved on and we didn't.
• 1:55
  SPEAKER_00: So instead of asking, do we need to refresh our EVP?
• 2:01
  SPEAKER_00: Or how do we make it more compelling?
• 2:05
  SPEAKER_00: I want to ask a better question today, a more uncomfortable one.
• 2:12
  SPEAKER_00: What replaces EVP in a world where truth is decentralized?
• 2:21
  SPEAKER_00: Because in reality, you don't control the story anymore.
• 2:27
  SPEAKER_00: And deep down, I think we all know that.
• 2:32
  SPEAKER_00: We'll call it what it is.
• 2:35
  SPEAKER_00: EVP gave us control, or at least the illusion of control.
• 2:44
  SPEAKER_00: We could write the narrative, shape the message, decide what to highlight, and of course, decide what to leave out.
• 2:57
  SPEAKER_00: This is who we are.
• 3:00
  SPEAKER_00: This is what it's like to work here.
• 3:03
  SPEAKER_00: This is why you should join.
• 3:07
  SPEAKER_00: And truthfully, I mean, for a long time that worked because candidates didn't really have much else to go on.
• 3:18
  SPEAKER_00: But what we don't say out loud enough, we've gotten very good at telling a story that wasn't always fully true.
• 3:33
  SPEAKER_00: I mean, not completely false, but polished, selective, a slightly upgraded version of reality.
• 3:46
  SPEAKER_00: And the industry rewarded that.
• 3:50
  SPEAKER_00: Great EVP, you win an award.
• 3:54
  SPEAKER_00: Beautiful careers pages, applause.
• 3:57
  SPEAKER_00: Strong messaging, case studies.
• 4:01
  SPEAKER_00: But meanwhile, inside the business, it's telling a different story.
• 4:11
  SPEAKER_00: Now, while we were refining EVP statements, the world got louder.
• 4:19
  SPEAKER_00: More open and more honest.
• 4:24
  SPEAKER_00: We're talking glassdoor reviews that don't hold back.
• 4:30
  SPEAKER_00: Reddit threads where people say what they really think.
• 4:35
  SPEAKER_00: Ex-employees posting on LinkedIn and not sugarcoating it.
• 4:40
  SPEAKER_00: And of course, it's behind the scenes private chats between candidates comparing notes.
• 4:48
  SPEAKER_00: And now AI is pulling all of that together instantly.
• 4:55
  SPEAKER_00: We need to be real.
• 4:59
  SPEAKER_00: When a candidate is thinking about joining your company, they're not just reading your EVP.
• 5:06
  SPEAKER_00: They're cross-checking it.
• 5:09
  SPEAKER_00: They're validating it.
• 5:18
  SPEAKER_00: And honestly, they don't trust you to tell it.
• 5:24
  SPEAKER_00: They don't anymore.
• 5:27
  SPEAKER_00: They trust each other.
• 5:31
  SPEAKER_00: So do we own our EVP?
• 5:36
  SPEAKER_00: Do we own it anymore?
• 5:39
  SPEAKER_00: This is the bit that stings a little.
• 5:42
  SPEAKER_00: Because we still act like we own it.
• 5:45
  SPEAKER_00: We need to launch our EVP.
• 5:47
  SPEAKER_00: We need to align our EVP.
• 5:50
  SPEAKER_00: We need to embed our EVP.
• 5:54
  SPEAKER_00: But everyone out there, like, honestly, you don't own it.
• 6:01
  SPEAKER_00: You don't get to define it.
• 6:04
  SPEAKER_00: Not anymore.
• 6:07
  SPEAKER_00: Your EVP lives in places you can't control.
• 6:13
  SPEAKER_00: A late night glassdoor review, and remember, none of us can edit.
• 6:21
  SPEAKER_00: A comment someone leaves after a bad manager experience on socials.
• 6:28
  SPEAKER_00: A conversation between two people deciding whether your offer is worth it.
• 6:34
  SPEAKER_00: That's your EVP.
• 6:37
  SPEAKER_00: Not the polished version, the real one.
• 6:45
  SPEAKER_00: Be honest with yourself.
• 6:49
  SPEAKER_00: You've been in those sessions.
• 6:52
  SPEAKER_00: Secretly, I mean, well, not secretly, openly.
• 6:55
  SPEAKER_00: I love them, right?
• 6:57
  SPEAKER_00: And that's why this does sting.
• 6:59
  SPEAKER_00: These sessions, whiteboards, post-its, debating words like flexible, high performing, people first, collaborative.
• 7:09
  SPEAKER_00: And as you're doing that work, everyone nods.
• 7:13
  SPEAKER_00: And often no one really pushes back.
• 7:17
  SPEAKER_00: Because it sounds right, it feels right.
• 7:23
  SPEAKER_00: But no one really stops and says, hang on, is this actually true for most people here?
• 7:33
  SPEAKER_00: So we build something that looks strong, but feels slightly off.
• 7:39
  SPEAKER_00: And candidates pick that up instantly.
• 7:43
  SPEAKER_00: They don't always articulate it, but they feel it.
• 7:51
  SPEAKER_00: Proposition is losing, and reputation is winning.
• 7:56
  SPEAKER_00: This is the shift, and it's already happened.
• 8:02
  SPEAKER_00: We used to compete on proposition.
• 8:05
  SPEAKER_00: What we say, how we position, how we market ourselves.
• 8:13
  SPEAKER_00: Now we compete on reputation.
• 8:18
  SPEAKER_00: What's being said about us when we're not there to manage it.
• 8:26
  SPEAKER_00: And reputation doesn't come from a workshop, it comes from experience.
• 8:32
  SPEAKER_00: Daily, messy, unfiltered.
• 8:37
  SPEAKER_00: You can't spin it.
• 8:40
  SPEAKER_00: You can't design your way out of it.
• 8:43
  SPEAKER_00: You either have it or you don't.
• 8:49
  SPEAKER_00: What actually replaces EVP, all right?
• 8:53
  SPEAKER_00: So if EVP isn't doing what we think it is anymore, what replaces it?
• 9:00
  SPEAKER_00: Not another rebrand, not a better set of words, a shift in focus.
• 9:10
  SPEAKER_00: For me, it's this reputation, experience, and proof.
• 9:19
  SPEAKER_00: Let's call it rep.
• 9:21
  SPEAKER_00: Reputation, experience, proof.
• 9:27
  SPEAKER_00: Reputation.
• 9:29
  SPEAKER_00: What's actually being said about you?
• 9:33
  SPEAKER_00: Not what you hope is being said.
• 9:38
  SPEAKER_00: Experience.
• 9:40
  SPEAKER_00: What it really feels like to work there.
• 9:44
  SPEAKER_00: Not on your best day, on an average one or a tough one.
• 9:51
  SPEAKER_00: And proof.
• 9:53
  SPEAKER_00: This is where most companies fall over.
• 9:56
  SPEAKER_00: Because proof is uncomfortable.
• 10:00
  SPEAKER_00: Proof means show me flexible working in action.
• 10:06
  SPEAKER_00: Show me career growth actually happening.
• 10:11
  SPEAKER_00: Show me leaders behaving the way your EVP says they do.
• 10:16
  SPEAKER_00: Don't tell me, show me.
• 10:23
  SPEAKER_00: Talent needs to shift.
• 10:26
  SPEAKER_00: This is where talent either evolves or gets left behind.
• 10:33
  SPEAKER_00: Because if you're still focused on crafting the perfect message, you're playing the old game.
• 10:41
  SPEAKER_00: The new role, you sit in the middle of truth.
• 10:46
  SPEAKER_00: You hear things early.
• 10:48
  SPEAKER_00: You see patterns.
• 10:51
  SPEAKER_00: You know where the gaps are.
• 10:54
  SPEAKER_00: And your job isn't to smooth it over.
• 10:58
  SPEAKER_00: It's to surface it, challenge it, feed it back, and help the business actually fix it.
• 11:10
  SPEAKER_00: That's where the real impact is now.
• 11:13
  SPEAKER_00: Not in the wording, in the reality.
• 11:17
  SPEAKER_00: And I think the huge opportunity for us as an industry is to really be leading engagement because that is where the data will give you the insights, the reality of what it is like in your workplace.
• 11:37
  SPEAKER_00: And I love that many talent teams are running the engagement process because I think this is critical and I think it's key.
• 11:49
  SPEAKER_00: So what replaces EVP in a world where truth is decentralized?
• 11:57
  SPEAKER_00: It's not a better EVP and it's not a sharper message.
• 12:02
  SPEAKER_00: It's a shift from controlling the story to earning it.
• 12:09
  SPEAKER_00: Because whether you like it or not, your EVP is already out there and it is being written every single day by people who have lived it.
• 12:22
  SPEAKER_00: The only question is, is it true?
• 12:28
  SPEAKER_00: So a short episode today.
• 12:30
  SPEAKER_00: That's it for me.
• 12:32
  SPEAKER_00: If this one's hit a nerve, good, and it probably should, but I do feel we need to rethink these things.
• 12:41
  SPEAKER_00: We are moving so fast.
• 12:43
  SPEAKER_00: It's exciting.
• 12:46
  SPEAKER_00: But we need to let go.
• 12:49
  SPEAKER_00: Thank you so much for tuning in again to Eden Haddock Total Talent.
• 12:54
  SPEAKER_00: I'm excited to catch you again next week.
• 12:58
  SPEAKER_00: Take care and have an amazing weekend.