CHRO4: The Employer Value Proposition: What the CHRO Needs to Know

The Employer Value Proposition: What the CHRO Needs to Know

Event Link
Thursday 06 October
11:00 AM – 12:00 PM

Your Employer Value Proposition (EVP) or why someone wants to work for you, should clearly define your organization’s culture, employee experience, employer brand and work environment. Once owned by marketing and communication departments, EVP and employer branding is now under the HR and talent acquisition functions. A strong, descriptive EVP supported by the employer brand helps companies attract talent and makes the task of sourcing simpler. But, a weak EVP and brand, or one that misrepresents your company y culture, can have a negative impact on your overall talent acquisition strategy. Organizations today face a unique set of challenges related to employer branding, including how to: customize the EVP for different regions and effectively communicate that EVP to a diverse workforce. You’ll learn the critical elements of defining, communicating, and using the EVP and brand to ensure your organization can compete for the most sought-after talent.


Madeline Laurano

Aptitude Research Partners


photo of Madeline Laurano
Madeline Laurano

Madeline’s primary focus over the last 12+ years has been on the talent management market, specializing in talent acquisition. Her work helps companies both validate and reevaluate their strategies and understand the role technology can play in driving business outcomes. She has watched HCM transform from a back-office function to a strategic company initiative with a focus on partnerships, experience and efficiency. Before Aptitude Research Partners, Madeline held research roles at Aberdeen, Bersin by Deloitte, and ERE Media. She is co-author of Best Practices in Leading a Global Workforce and has been quoted in the Wall Street Journal, The Boston Globe, Yahoo News, and The Financial Times. She is a frequent presenter at industry conferences including the HR Technology Conference and Exposition, SHRM, IHRIM, HCI’s Strategic Talent Acquisition conference, GDS International’s HCM Summit, and HRO Today.

Trish McFarlane

CEO & Co-Founder
H3HR Advisors


photo of Trish McFarlane
Trish McFarlane

Trish McFarlane, author of the HR Ringleader blog, is the CEO of H3 HR Advisors and HRevolutionize LLP. A former HR executive with over 15 years of experience in Big 4 public accounting, PR, healthcare and IT, her expertise in leadership, performance management, training & development, change management, social media and innovation enables her to capture readers and audiences with real-life examples of how leadership plays out in organizations. Trish graduated from Webster University with a MA in Human Resource Management. She also holds a BA in Sociology and Minor in Political Science from the University of Missouri. She’s a working mother of 11 year old twins who loves writing, doing anything artistic, and volunteering for organizations that help children.

Trish co-founded HRevolution (, a conference that highlights emerging trends and the future of HR, with the goal of providing an alternative networking and learning experience for business professionals who were tired of the traditional conference model. HRevolution is an event that inspires collaboration and innovative ideas in the human resource industry. She also co-founded the Women of HR blog ( in order to give a voice to practitioners who are passionate about issues affecting women in the workplace.