The Process Produces Sameness

This isn't a failure of creativity. The agencies doing this work are talented. The problem is structural. The standard EVP process produces sameness because it's designed to.

The process works like this: conduct employee research through surveys and focus groups, ask people what they value about working here, cluster the responses into themes, polish the themes into pillars, wrap it in a campaign. Every company follows more or less the same methodology. And every company's employees say more or less the same things, because humans have the same basic needs. People value growth. People value flexibility. People value feeling like their work matters. People value being treated well. When you ask universal questions, you get universal answers. Build a brand on universal answers, and you get a brand that describes everyone and differentiates no one.