With the help of an EVP (Employer Value Proposition) and an Employer Branding concept, you can take control of how you are perceived as an employer. People who come into contact with your organisation already have an idea of what they think you are like as an employer. By having a well-defined EVP and Employer Branding concept in place, you will, over time, provide an honest and fair representation of your organisation, setting the right expectations for future employees. This ultimately leads to a workforce that is more satisfied and stays with you longer.
Your EVP provides an authentic reflection of your unique combination of offerings and expectations. It is based on your employees’ perspectives on your workplace, your organisation’s needs, and its future direction. Why focus on employees rather than external individuals? Simply put, no one knows you as an employer better than your own employees. Moreover, they belong to the target audience you want to attract – assuming you base your EVP on the perspectives of those you want more of. The difference is that your employees have already discovered how great it is to work with you. The goal is to reach those similar to them who haven’t yet joined. These individuals are likely drawn to the same aspects, possess similar characteristics, and therefore have the right prerequisites to thrive and succeed within your organisation. This unique combination of employer attributes will always be distinct to your organisation.
With a strong EVP, you know what to say to your target audience, and with an Employer Branding concept, you gain a framework for how to communicate it. This helps you become a more attractive employer, fosters internal pride, and enhances employee retention – ultimately reducing turnover.
Below, we outline the key steps to developing a clear and compelling EVP and how a well-crafted EVP can contribute to more effective recruitment, increased pride, and higher employee loyalty.
Steps to developing a strong evp
Creating an EVP involves carefully defining and communicating your unique value proposition to employees. Here are the essential steps in the process:
- Understand your company’s values and culture
The first step is to clearly define your company’s values, vision, and culture. What does your organisation stand for? What type of work environment do you offer? An EVP should be authentic and reflect the company in a realistic way, which is why it must be rooted in your actual identity and ways of working.
Tip: Conduct an internal workshop with leadership and key employees to identify core values and vision. Use this information to create a clear and genuine framework for your EVP.
- Conduct an employee survey
To gain a comprehensive understanding of what your employees value, it’s essential to gather their input. An employee survey allows you to collect feedback on aspects such as workplace environment, benefits, career development opportunities, and overall job satisfaction.
Tip: Ask specific questions about what motivates employees, what they believe sets your company apart, and areas they think need improvement. This analysis will help you identify which aspects of your EVP are strong and which can be refined to enhance your appeal as an employer.
- Analyse competitors’ EVPs
To position yourself effectively in the job market, it’s helpful to examine competitors’ EVPs. What are other companies in your industry offering their employees? How do they differentiate themselves? Comparing these factors will help you identify your strengths, areas for improvement, and ways to stand out as an employer.
Tip: Review competitors’ career pages and employer branding materials to gain insights into their EVP strategies and find ways to differentiate your organisation.
- Define your unique employer value proposition
Based on your company culture and employee feedback, define the values that make your organisation unique. Do you prioritise work-life balance, career advancement, innovation, or an inclusive environment? These aspects should be summarised and communicated in an authentic and appealing manner.
Tip: Focus on both rational and emotional elements of your EVP. Benefits such as salary and vacation time are important, but softer factors – such as company culture, team cohesion, and personal development – can be just as crucial in attracting and retaining employees.
- Communicate your EVP clearly and consistently
Once your EVP is established, it must be communicated consistently, both internally and externally. This can be done through career pages, social media, job advertisements, and internal communication channels. Consistency in messaging builds credibility and strengthens your employer brand.
Tip: Use a mix of text and visuals to illustrate your EVP. Engaging images and employee testimonials add authenticity and make your EVP more relatable and compelling.
- Regularly evaluate and adapt your EVP
An EVP is not static; it should evolve with your organisation’s growth and changing employee expectations. Therefore, it’s beneficial to assess your EVP regularly and make adjustments as needed. Continuous feedback from employees ensures that your EVP remains relevant and impactful.
Tip: Conduct an annual review of your EVP, gathering employee feedback to identify potential adjustments that keep it aligned with your company’s goals and workforce expectations.
How your EVP impacts recruitment and employee retention
A well-crafted and authentic EVP plays a significant role in attracting new talent and retaining existing employees. Here are some clear ways a strong EVP benefits your organisation:
- Attracts the right candidates
An EVP that accurately reflects your values and culture attracts candidates who align with them. Clearly communicating what makes your company unique increases your chances of attracting individuals who are genuinely motivated by your offering. This also helps filter out candidates who may not be the right fit, reducing the risk of hiring mismatches.
- Strengthens Employer Branding
A strong employer brand, built on a well-communicated EVP, enhances your organisation’s visibility and appeal in the job market. By showcasing your company’s benefits, culture, and development opportunities, you strengthen your reputation and stand out from competitors. A compelling employer brand often leads to more spontaneous applications, lower recruitment costs, and stronger long-term candidate relationships.
- Boosts employee engagement and loyalty
A strong EVP fosters a positive and engaging work environment. When employees feel that their employer lives up to its EVP and meets their needs, they are more likely to remain with the company. Engaged employees perform better, are more productive, and often act as brand ambassadors – an invaluable asset in recruitment.
- Reduces employee turnover
A well-defined and genuine EVP makes it easier for employees to feel valued and motivated, leading to lower turnover rates. When employees feel welcomed and supported in their professional growth, they are more inclined to stay and contribute to the company’s success. Lower turnover not only saves recruitment costs but also creates a stable work environment that helps build a strong company culture.
- Facilitates talent development and internal recruitment
An EVP that clearly communicates career development opportunities encourages internal mobility and progression. A strong EVP fosters engagement and provides clear pathways for employees to grow within the organisation. This strengthens your long-term talent pipeline, ensuring that key roles can be filled from within.
Conclusion
A clear and well-crafted EVP is a strategic asset for companies aiming to attract and retain the right talent. By identifying your organisation’s unique strengths, listening to your employees, and developing an EVP that genuinely reflects your values and culture, you can build a workplace that is both engaging and motivating. A strong EVP not only helps attract new talent but also fosters a stable and loyal workforce that thrives and grows within your organisation.
