How to attract hard-to-reach talent with a smarter EVP

VCA, one of the largest veterinary care providers in the US, had a perception problem. Despite strong brand recognition, veterinary professionals often viewed the company as “too corporate”, a major red flag in a purpose-driven, emotionally demanding industry.

So how did they turn things around?

VCA partnered with the global employer brand agency Human Magic to reimagine its employer value proposition (EVP). The team began with in-depth research, surveying over 1,000 veterinary professionals to understand perceptions from the outside in. The results were clear: while awareness was high, interest was low due to VCA’s overly corporate image.

The solution was creating a powerful new EVP: “The future of veterinary medicine is in your hands.” This message struck the perfect balance between professional growth and emotional fulfilment, resonating with both heart and mind. Backed by authentic storytelling, including “day in the life” videos, social media advocacy, and influencer partnerships, VCA doubled its applications, improved engagement scores, and saved millions by reducing turnover.

At IHR Talent Attraction Conference 2025, Julie Randall, Head of Strategy at Human Magic, took the audience through a powerful case study that showcased how a well-known employer brand can lose relevance, and how to bring it back to life.

Some key takaways were:

360° research is essential. Real insight comes from external voices.

Authenticity matters, especially in emotionally demanding sectors.

Balance is key. Career progression and emotional purpose go hand in hand.

Employees are your best advocates. Empower them to share their stories.

If you missed it, you can now watch the full session below.