Most of World leading Corporation faces increasing competition in recruiting and retaining "talent" (high-performing people with key knowledge, skills and abilities). State agencies compete with both private sector employers and other public sector employers to attract and keep highly qualified, high-performing employees. Universities compete with educational institutions throughout the world and also with private sector employers in research fields. Thus, it is very important to communicate the benefits of state government employment to prospective employees. It is equally important to consistently deliver those benefits to current state employees.

To address talent shortages, organizations throughout the country have begun to recognize the power of Employment Value Proposition (EVP) to better attract and ensure the long-term commitment of talent.

Building an employer brand is as important as the brand image you develop for your customers. If you can clearly project your values, and follow these through in your recruitment process, you will set your organization apart from your competitors—so much so that you will have the best candidates knocking on your doors. KENWAY starts your brand building process by first defining your Employee Value Proposition (EVP), then working closely with you to identify key messages for your target audience. This leads to cast-effective and innovative concepts that can last for years. As you develop your employer brand over time, you will attract better-qualified candidates in a market where talent is becoming scarcer by the day.