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This week on scalr sagecast, I’m joined by the brilliant and always energetic Mark Puncher, CEO of Employer Branding Australia and one of the most passionate advocates for building workplaces where people actually want to be.

In this episode, we dig into all things EVP - what it is, what it isn’t, and why so many companies still get it wrong. We unpack the tension between aspiration and reality, the blurred lines between EVP and commercial branding, and the common traps businesses fall into when crafting their story.

Mark also explains one of my favourite metaphors of the episode: the magnetic mirror—and why it’s the key to creating job ads that cut through and actually connect.

We cover:

• The difference between authentic and aspirational EVP.
• Pitfalls in brand and content that dilute your message.
• How small businesses can create an outsized impact with the right approach.
• Why your EVP should reflect the truth - and attract the right people because of it.

Mark is unashamedly people-first, grounded in family values, and genuinely humble about the impact EBA has made over the past 7 years. It’s a conversation full of insight, honesty and heart.

The scalr sagecast is proudly brought to you by scalr, a recruitment and talent advisory business headquartered in Melbourne, Australia.

Want to identify potential gaps in your current TA process? Take the free TA Readiness Scorecard or reach out to the team for a free 30-minute discussion.