Employee Value Propositions
Attract, engage and retain the right employees with your Employee Value Proposition (EVP).
Do you know why people love to work for you? By better understanding what your employees value about working for your business, you can create messaging that attracts more talented people to grow your team and your business. A strategic process, creating an EVP is the foundation of your Employer Brand. It is a messaging platform that underpins your talent strategy and therefore helps you attract, engage and retain the right people to help you achieve your business objectives.
An EVP definition expressed simply is ‘why choose you’. It should be authentic (an employment experience you can deliver on), differentiating (sets you apart from competitor employers) and relevant (resonates with your ideal employee/s). Building your brand through these strategic pillars and aligning with your Customer Value Proposition (CVP) means your brand becomes a powerful tool to attract the right people to meet your business goals.
To give EVP meaning, you have to start with research. Internally – what do your employees value most about working for you? Externally what are candidates attracted to? What sets your employment experience apart from competitors? If you want your EVP to be authentic (and by the way, it has to be to work), you must build it from the bottom up. To get to the heart of your culture, you must hear from a diverse range of employees from right across your business, not just the aspiration from leadership. Having an external EVP research specialist conduct surveys, interviews and focus groups ensures employees can offer their views anonymously and therefore are often more open and honest.
Fit is oh-so important for both employee and employer. To enhance the ‘courting’ process, you need your EVP to be crystal clear. That’s why having a proven framework to help you distill and focus on what makes your business a great place to work is critical. Start by building from the ground-up. The foundation is proof points; tangible evidence like size, reach, track record, policies and intangible like culture, aspiration and how employees feel. We then collate these into 3-4 strategic pillars (themes), which work together to differentiate your employment offer. Sitting above your pillars is a short sharp narrative that perfectly sums up your employment experience.
Once you’ve created your distinctive EVP messaging, the next step is to add a layer of visual story-telling around it. This is your Employer Brand. As experts in Employer Branding, we conceptualise different creative approaches based on your EVP, including a Talent Tagline, to help share your unique story to candidates and employees. Your Employer Brand should complement your Corporate Brand, while speaking directly to your target audience through the complete life-cycle; from recruitment, onboarding, employee engagement to alumni. We can help you embed and operationalise your Employer Brand through all your brand touchpoints.
Brand Authenticity enables you to attract the right customers to your business, creating not only a better experience for them but also a better bottom line for you.