Launching an EVP is only the beginning. In a crowded market, the real opportunity is extending its life — activating it consistently while ensuring it continues to differentiate and drive measurable hiring outcomes.
Too often, TA teams feel pressure to refresh messaging to stand out. But constant change can dilute brand equity. High-performing organizations balance consistency with creativity by embedding EVP into the strategies, content, and experiences that shape attraction, qualification, and retention.
This session explores how to evolve EVP from a messaging framework into a scalable, performance-aligned foundation — connecting brand activation to funnel metrics, attribution, and long-term impact.
Attendees will learn how to:
Tom Channell is VP of Global AdTech & Media at Symphony Talent, working in a team that plans, launches, and optimises campaigns for some of the world’s largest brands.
Lizzie Barrett is VP, Group Brand Strategy Director at Symphony Talent, with 20 years of experience helping global brands like Amazon, Shell, and Unilever connect with their people. Formerly head of Ogilvy’s employee engagement practice in EMEA, she now transforms data into human insights and creative strategies, bridging business goals with authentic brand storytelling.
