Beyond the EVP: Zoom into the Building Blocks of a Resonant Employer Brand

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An EVP is fundamental, but not sufficient on its own. In this conference session, Crystal will walk through how Zoom evolved their EVP into a living employer brand system.

Participants will learn how GBS and Zoom used four interconnected frameworks to drive this transformation:

• The Brand × System (BxS)™ aligns signals of belonging with market expectations;
• EBx™ connects EVP pillars such as Curious Growth and Unified Impact to measurable outcomes like retention and candidate engagement;
• The Decision Engine™ improves hiring alignment by reducing noise in app-to-hire ratio, and;
• The Employer Brand Engine™ operationalizes EVP across recruiter toolkits, campaigns, and candidate journeys.

With Zoom as the example, participants will walk away with the framework of how to expand their EVPs into a full execution program that resonates, scales, and delivers impact.