Creating a strong Employer Value Proposition (EVP) is a key strategy for attracting, engaging, and retaining talent in today’s competitive job market. Your EVP is essentially the promise your company makes to current and potential employees – what they can expect in return for their work and commitment.
A well-defined EVP helps you stand out from the crowd and attract the right people, while also strengthening loyalty among existing employees. This guide walks you through a practical checklist for building an EVP that appeals to the right talent.
Understand your audience
- Segment and create employee personas
Start by identifying different groups within your workforce. Consider factors such as experience level, role, and what motivates different employees. Creating detailed employee personas will give you insights into what your people value in their work environment and what drives their engagement.
- Conduct focus groups and surveys
Gather direct feedback to better understand what employees appreciate and what they’d like to see improved. Ask about career development, workplace culture, and benefits to get a well-rounded view.
Conduct an internal analysis
- Assess your company culture
A strong EVP is built on a solid workplace culture. Review how your company’s values and day-to-day experiences shape employees’ perception of their workplace.
- Identify existing benefits and opportunities
Look through the benefits and career development opportunities you already offer. What makes your organisation unique? Perks can range from flexible working arrangements to wellness benefits and career progression opportunities.
Analyse the competition
- Research other employer offerings
A competitive analysis can help you understand how to differentiate your EVP. Look at what benefits and messaging your competitors use and think about how you can create a more unique and authentic offer.
- Identify their strengths and weaknesses
Perhaps other companies in your industry offer similar perks, but you provide a better work environment or more tailored career development opportunities? Highlight your strengths to build a compelling EVP.
Define your core values and unique strengths
- Define your core values
What makes your organisation unique? What do you stand for, and what do your employees expect from you? Core values could include innovation, collaboration, or work-life balance.
- Be authentic
An EVP that genuinely reflects what your company offers will feel more engaging and trustworthy. Be honest about both strengths and areas for improvement so that expectations align with the actual work experience.
Develop an EVP communication framework
- Tailor messaging for different channels
Create a framework for how your EVP should be communicated, both internally and externally. Adapt messaging for social media, careers pages, onboarding materials, and employee conversations.
- Ensure consistency
Clear and consistent communication makes your employer brand more trustworthy and recognisable. Make sure your entire organisation understands and conveys the same message.
Test and refine your EVP
- Gather employee feedback
Get input from different parts of the organisation to ensure your EVP feels relevant and engaging.
- Adjust and update
Make small tweaks and update your EVP regularly to keep it relevant in a changing job market. Ongoing feedback and refinement will help keep your EVP fresh and impactful.
Quick EVP implementation checklist
- Social media – Showcase your EVP through authentic employee stories, interviews, and behind-the-scenes content.
- Job ads – Integrate key values and unique benefits into your job postings to attract the right candidates.
- Internal communication – Regularly share EVP messaging internally to ensure it is embedded across the company.
Want to build a stronger EVP?
Looking to develop a compelling EVP that attracts the right talent and strengthens your employer brand? At Business & People, we specialise in tailored strategies that fit your company’s needs. Get in touch to book a consultation and start building a stronger employer brand today!
