The first ‘War for Talent’, as signalled by McKinsey in 2001, led to the emergence of the employer brand as a new focus for HR. At this time I was People Insight Director for Tesco and was in the process of creating the Tesco People Promises - one of the first Employee Value Propositions (EVP). Over the last ten years, I have witnessed the EVP becoming a key item on the tick list of most the world’s leading employers because they recognised that the best available talent would not necessarily beat a path to their door, unless they clarified their employer brand promise, and promoted it in a compelling and distinctive way.
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