Employment1 Aug 2023Simon Druery

Creating an Employer Value Proposition that aligns with your company's culture

Why work for you? It’s the question that every candidate and employee asks themselves. How you respond as an Employer can be the difference between attracting staff or real talent. And the best tool to have to answer this question is a clear Employer Value Proposition or EVP. 

Your EVP represents both the give and get from the employee experience. What will you receive from the employer and what will you be expected to deliver in return. Your EVP is the foundational messaging that underpins your Employer Brand.

A company’s culture, i.e. how employees and teams behave at work is often guided by a set of agreed corporate values. This culture must be authentically represented in your EVP so you can attract the right talent who will thrive in the described environment. Equally you may wish to deter candidates from a culture that is not a relatable fit for them as well.

An effectively crafted Employee Value Proposition (EVP) can help reinforce why employees are here at work and help them keep each other to the agreed cultural standards while at the same time be advocates and help attract more like-minded employees to join the organisation.  

The modern definition of Employee Value Proposition (EVP)

An Employee Value Proposition of EVP refers to the employee's total benefits from the organisation in exchange for what they bring (skills, attitude, experience, knowledge and contribution). Benefits can include tangible ones (like retail discounts, compensation, leave entitlements, study leave, flexibility etc) and intangible benefits such as collaborative culture, inspiring leaders or a unique purpose that is motivating. A strategic EVP is built on a foundation of proof points (generated from employee and market research) and expressed as 3-4 strategic messaging pillars and an overall narrative or ‘story’. The reason behind this as most people can only recall a few ‘reasons why’ - not dozens of proof-points, so the EVP is a way to summarise the best and most important ‘values’ that are authentic, relatable and differentiating about your employment experience. 

What's the difference between your EVP and your Employer Brand?

Your Employer Brand is the perception that lives in the hearts and minds of candidates and employees. All organisations have an Employer Brand because that perception lies with those that experience it, not you as an employer. The question is, are you nurturing that perception in any way. That’s where the EVP can help. Your EVP should be authentic, relatable and differentiate your employment experience (culture and benefits and workplace environment) from others.

Your Employer Brand is articulated through various channels such as; Careers website, social media, intranet, news media and even at BBQ conversations on the weekend. Whenever there is communication around what it is like to work at company X - that is your Employer Brand in action.

How to create an Employer Value Proposition that aligns with your company's culture

An EVP helps organisations highlight the combined benefits that a company offers employees (and specifically those that they value the most). So to create an EVP, it's necessary to work from inside out, to create an effective EVP.

Following are some of the high-level steps to create an EVP that aligns with your company culture;

Benefits of an authentic Employee Value Proposition

An EVP adds to the value of your Employer Brand. It offers an organisation varied benefits, some of the prominent ones being as follows:

1. Helps attract top talent

2. Reduces employee turnover

3. Reduces hiring costs and time to hire

4. Improves people engagement, retention and performance

5. Enhance the Employer Brand value

Frequently asked questions

Who should develop your company's EVP?

An EVP is an organisational-wide business tool. It impacts all areas. You need endorsement from C-suite, insights from HR and Recruitment, alignment with Brand and Marketing and buy-in from Leaders and Hiring Managers. Most importantly you need employees willing to share their authentic, honest stories. Traditionally EVPs are lead by Talent Acquisition, sometimes Corporate Affairs but whoever leads needs to bring everyone on the journey together.  

What are the 5 components of an EVP?

The five components of an EVP are:

Benefits, Environment, Career Development, Culture and Journey.

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.