present various EVPs developed by companies such as Tesco in the UK. For example, the
UK retailer Tesco develops separate recruiting and selection tactics for applicants for front line clerks depending upon whether they are straight from school, are part-time or graduates wanting full-time work. There is a separate website whose materials and language are tailored to that group. Tactics used for different groups are based on what the firm will be most effective and valued by the applicants, not on the firm’s view that some applicants are more valuable than others