10 MIN LEZEN
Want to fill job openings faster and attract top talent without investing a lot of time, money or effort? With a strong Employee Value Proposition (EVP) you can make the difference. In this blog you will discover why a strong EVP is essential for your organization and how to formulate such a successful value proposition in 5 easy steps.
What is an Employee Value Proposition (EVP)?
An Employee Value Proposition is basically the promise you make as an employer to your current and future employees. It is basically about all the values and benefits you offer in exchange for their commitment and talent, such as an attractive salary, development opportunities, but also a pleasant working environment or a unique corporate culture. Especially the latter two are increasingly decisive for professionals when choosing a new employer.
The Power of EVP: Crafting a narrative that attracts and retains top talent!
Why is an Employee Value Proposition important?
An Employee Value Proposition and Employer Branding
To understand the importance of an Employee Value Proposition (EVP), it is helpful to take the broader perspective. In fact, an EVP is an important part of your employer branding strategy. Its purpose is to create a compelling story to attract and retain top talent.
A strong EVP highlights your organization’s unique characteristics and convinces talent that your company is the best choice. So in the long run, this not only helps you attract and retain motivated professionals, but also strengthens your organizational culture, increases employee engagement, improves productivity and saves costs. This is how you differentiate yourself from the competition and build a positive company culture.
Want to create a conducive work environment, develop effective leadership strategies or attract and retain better talent? Our experts can help you create an action plan that fosters an inclusive and performance-driven culture. Schedule a free digital coffee or send us a message and we’ll get right to work.
Define your EVP in 5 steps
You don’t define a strong EVP overnight; it requires a well-thought-out process. Here are five steps to help you create an effective value proposition:
Step 1: Do your homework
Start by gathering data through surveys, interviews and focus groups. This will help you understand your employees’ needs and expectations. Also analyze the competition and industry best practices. This will help you see what works and how to differentiate your EVP with unique and valuable elements.
Step 2: Involve the right people
Assemble a diverse team of executives, HR professionals and employees from different departments such as marketing and sales. This variety of perspectives ensures a well-thought-out and realistic EVP. Teamwork makes the dream work!
Step 3: Determine your 'why' and identify your core values
Now it’s time to answer the key question: Why should people want to work at your organization? What makes your company attractive? Is it the opportunity for personal development through training or the friendly work atmosphere? Capture these unique characteristics in a powerful and concise ‘why’ that appeals.
Answer the following questions to define your ‘why’:
What is your organization’s mission and vision?
- What are your short-term and long-term ambitions
- What are your core values?
- How does the team work together?
- What rules of conduct are important?
Then succinctly summarize all this information into an authentic and inspiring “why. Kill your darlings and keep only the most important elements that meet the needs of your target audience.
An inspiring example of a strong Employee Value Proposition is that of Google:
“At Google, we believe in innovation and creativity. That’s why we provide a dynamic work environment where employees are free to explore new ideas, advance their professional growth and make an impact on a global scale.
Step 4: Test and refine your EVP
Is the first version of your EVP on paper? Then test your EVP with a few employees before rolling it out widely. Ask if the story is recognizable and matches their experience. Based on their feedback, you can then refine your EVP further.
Step 5: Distribute and communicate your EVP
Once your EVP is completely on point, it’s time to spread your message internally and externally. Use different channels such as your website, internal platforms, social media and job postings to get your message out, but always make sure your communication is consistent and compelling so that you reach both potential and current employees.
Create your unique Employee Value Proposition with Markies
Could you use some help with your employee value proposition or broader employer branding strategy? Feel free to try our Employer Branding Strategy Canvas or contact our experts. They will gladly guide you through the process from A to Z to ensure that your company is attractive to talented professionals and that your team remains motivated and satisfied.
