Do you know your core positioning from your pillars? Your EVP from your EB? There's a lot of industry jargon HR professionals have to contend with, so it's not surprising that some of that language can confuse and baffle. So, with that in mind, here's my short attempt to make sense of the vocabulary so many throw around:

Employer Brand

What it is:  the reputation you have in the market as an employer.

What it’s not : a recruitment marketing campaign, visual expression or look and feel.

Employee Value Proposition (EVP)

What it is:  a clear statement of the deal you have on offer to people. A mixture of what is true today and what you strive to create in the near future. Most of all, it needs to be targeted at what will most attract and engage the talent you need.

What it’s not:  a tagline; a vague set of dreams created through wishful thinking; a list of the latest HR flavour of the month.

EVP Pillar

What it is: one of the key themes that your deal is made up of. Consists of a two to three-line sentence outlining the theme and an explanation of what is expected of people (Give) and what they can expect in return (Get).

What it’s not:  a general, flowery sentence with little meaning.

EVP Core Positioning

What it is: your unique selling point — usually derived from the EVP pillars, or one of the pillars that is more important than others.

What it is not: a tagline.

Managing Director, AIA Worldwide Consulting

With more than 25 years’ experience as a HR professional under his belt, David works with global clients to help them engage effectively and meaningfully with their employees, enabling companies to grow and thrive. Before arriving to lead the agency’s consulting offering, David held senior HR roles with Coca-Cola, Lloyds TSB and Tesco.