This is the first article in our series on how to build and strengthen your EVP.

– During a crisis, everything is put to the test – leadership, culture, and the promise you make to your employees. The organizations that remain steady both during and after a downturn are those that know who they are and dare to keep telling that story, even when the market shakes, says Anne Margrethe Mannerfelt, Head of Strategic Employer Branding at Keeparo and Jobbland.

According to our Keeparo and Jobbland method, a strong EVP rests on five key criteria. It must be true, relevant, anchored, distinctive, and measurable. In this article, we dive into the first one: true.

TRUE: A Promise That Holds in Fair and Stormy Weather

Your career site says people come first – but that’s not how employees see it. Your job ad mentions many development opportunities – yet few exist in reality.

Candidates want an employer they can trust, one that stands for something genuine. And when the economy slows, that truth becomes even more important.

– When everyday reality doesn’t match the promise, both security and trust disappear. Employees need to know that what you say is real – especially when times are tough. An EVP that doesn’t reflect reality will lose credibility the moment your organization comes under pressure.

Common Pitfalls: 

• You polish the surface — describing who you want to be, not who you are
• You use big words — like innovative without showing how
• You skip the hard parts — avoiding mentions of shift work, high pace, or other demands

A true EVP is far from perfect, but it’s credible. Employers who stay honest and consistent are the ones best equipped when the economy turns.

– Many people wonder what will happen to their jobs during a downturn, but they often wait to make a move until the economy improves. Employees who trust their employer are less likely to leave when the crisis passes, and candidates remember the organizations that share authentic stories, Anne Margrethe concludes.

How True Is Your EVP?

Does your promise reflect reality?

‍Think about daily life, not your messaging. Hand on heart (or better yet, eyes on the data) — does your EVP reflect what it’s actually like to work at your company, in terms of conditions, culture, and climate? Or does it describe how you wish it were?

Does your messaging hold under pressure?

‍Consider your latest tough decisions. Does your EVP still ring true when you’re downsizing, reorganizing, or forced to make hard priorities? That’s when culture shows its real face.

Do you sound the same inside and out?‍

Ask a few employees and leaders to describe your organization in their own words. Do their stories align — or sound like two different companies?

If the answer to any of these questions is not quite, see it as an opportunity rather than a failure. That’s where you’ll find the path to a true EVP.

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Want to learn how to build a stronger EVP? Contact us for a free consultation: hello@keeparo.com

Next in the series: Part 2 Distinctive – How to find the core of your offer and show what makes you unique.