The impact of talent on a company’s ability to achieve its strategy can’t be overstated. Research from McKinsey & Company in 2017 suggested high performers can outproduce average performers by 50% to 800%, depending on the complexity of the work. Yet the same study noted some 82% of Fortune 500 executives don’t believe their firms recruit highly talented people. We believe the power of Employer Brand is too often underestimated as a driver of talent acquisition and retention. The Employee Value Proposition (EVP) is a key tool in delivering the “whole brand” to the market - to customers and talent alike.