Building an Agile EVP: Insights from Employer Brand Experts

Build, Adapt, and Launch (Without a Six-Figure Agency Fee)

While some companies tackle EVP creation with a traditional six-week sprint, others (like ours!) take six months or longer. Carrie shared how impressed she was by faster turnarounds but emphasized that no matter the timeline, building an Agile EVP is about adapting — not rigidly sticking to an old process.

Carrie reminded us that employer brand leaders have a responsibility to do what’s right for their organizations, and that often means advocating for a more flexible, Agile EVP approach. She pointed out a major advantage: it’s less expensive and doesn’t necessarily require a $300,000 agency engagement.

There are proven frameworks already out there. With the right education and persuasion, leaders can be convinced to support an Agile model, saving time, money, and resources — but securing leadership buy-in upfront is critical. Otherwise, the journey could be a much bumpier ride.

How to Measure the Success of Your EVP

Of course, once you build it, you have to prove it’s working. When we opened the conversation up to metrics and ROI, Samantha had practical advice:

“Start simple. Start with your recruiting team.”

Samantha suggested looking at how recruiter messaging evolves post-EVP launch — are they reaching more candidates? Are connections and engagements increasing 30, 60, and 90 days in?

You can also track broader analytics like social engagement, but she cautioned against overvaluing vanity metrics (like growing from 100 to 150 Facebook followers). EVP impact is harder to quantify, and there’s no “golden standard” framework — yet.

At VEG, Samantha also pulses employees twice a year, asking whether the EVP still resonates with their daily experience. They even survey their customers, whose close interactions with employees provide invaluable insight into workplace culture.

Signals of cultural adoption — like candidates mentioning EVP messaging (“I applied because VEG says yes to growth!”) or leadership reinforcing EVP language at town halls — are qualitative but powerful indicators.

Tying the Internal EVP to the External Brand

Another audience question explored whether the internal EVP should align with the customer-facing brand. Samantha pointed out that it depends on the company, but that strong synergies can absolutely exist.

At VEG, where the client experience is deeply intertwined with employee culture (customers literally see team dynamics unfold during visits), it makes sense for the internal and external brands to complement each other.

Meanwhile, we at The Muse also believe that when internal and external brands share common DNA — authenticity shines through.

Tips for Resource-Limited Teams

Carrie closed with a smart tip for lean employer brand teams (been there!):

If you don’t have the resources to pulse the entire company, focus on one division where hiring needs are greatest — like tech, for example. Conduct pulse surveys, tailor EVP messaging for that group, and prove success in a smaller pilot.

Once you show results, you can scale strategically — one division (and one quarter) at a time.

“Don’t try to eat the entire elephant at once. Take it one bite at a time.”

In Summary:
Building an Agile EVP is about flexibility, influence, and continuous feedback. With thoughtful metrics, leadership buy-in, and a pilot-first approach, any team — even a team of one — can successfully create an EVP that’s not just built, but built to last.

Special thanks again to Carrie Corcoran and Samantha K. for sharing their wisdom!

Interested in learning more about creating a future-proof employer brand? Explore The Muse’s Employer Branding Solutions →