The Glossary · Term
Brand messaging
How the EVP is expressed in words.
Brand messaging is how the EVP is expressed in words, translating its themes into language that resonates with target talent while staying true to reality. It defines what you say, in what tone, and with what emphasis across ads, careers content, and conversations. Consistent, honest messaging helps candidates form an accurate expectation, which in turn supports self-selection and a candidate experience free of nasty surprises.