The fundamental concept is a structured, three-level methodology for defining, evaluating, and putting into action an organization's Employer Value Proposition (EVP). Drawing inspiration from practices in product excellence and premium automotive development, this framework progresses from high-level strategic reasons why people join or stay with a company down to the specific, tangible ways these reasons are implemented. It promotes a systematic, data-supported way to understand and communicate what makes an organization a desirable place to work.

This "bottom-up" method focuses on the actual, lived employee experience and tangible elements. It's seen as advantageous because it contrasts with top-down approaches often driven solely by management directives or external branding agencies, which might not reflect reality. By starting with measurable, real elements, this approach aims to build an EVP that is authentic, credible, genuinely resonates with the desired talent pool, and avoids a mismatch between what the company promises and what it actually delivers.

A strong employer brand, supported by a clearly defined and consistently managed EVP, offers significant advantages. These include:

• Reducing the costs associated with hiring new employees.

• Increasing the rate at which job offers are accepted.

• Lowering employee turnover rates (better retention).

Boosting overall employee productivity. Essentially, by clearly communicating and delivering on its promises to employees, an organization can attract higher-quality job candidates, improve employee engagement and loyalty, and ultimately achieve better business results.