Every company in the world needs a clearly set out employee value proposition. You need to clearly define the unique offerings your company in return for the unique capabilities an employee would bring.
To help you construct a clear EVP framework and message, our 10 employer branding experts will delve into the ways in which companies can set out a genuine employee value proposition.
The trouble with most EVPs is that they’re copy and paste jobs. Perhaps this is because many companies aren’t very differentiated in general, as in you can work for any bank, Big Four, tech company doing the exact same job and enjoying the same type of employee experience. If your organization is doing something truly remarkable and different, your EVP will be a great deal easier to put together. If it’s just another business, you’ll have to dig deep and find what truly is unique. And don’t be afraid to use nuggets that might put some people off, at the end of the day we all save time if only the right people apply to your company – ultimately, that’s the job of a clear EVP.
Jörgen Sundberg, Employer Brand Consultant & CEO, Link Humans
What I think is most intriguing, and says the most about our culture, is that Cisco’s “Our People Deal” is an idea came from an employee. This manager noticed that Cisco said we wanted to be the #1 IT company in the world, but we needed an employee experience that reflected that as well. Finding people that shared her insights, the group started by listening – which, as a social media professional is something I always encourage! I think that’s a great place for any company to start – what are your employees already saying? What kind of company do they want to work for? What does a great day look like at your company? At Cisco, the answers to that question formed the three pillars of Our People Deal – and we have a video that sums it up nicely.
Carmen Collins, Social Media & Talent Brand Lead, Cisco
Estela Vazquez Perez
Ask HR, targeted talent, and your sponsors. HR has the generic offer. Top it up with business unit’s unique add-ons for the selected market. Your EVP is your offer, the deal people will get if joining. The integrated value is what makes it unique to your company. You need to contrast it with data of what the market wants. If you can connect the EVP to the purpose of the company, you will be close to identifying key intentions the company has for people, these will be your pillars. Bring your c-suite along because the will add a desired state for the brand. You will have to communicate if your EVP is compelling enough to attract and retain people or investments are required. As an example, when I was a newly grad in marketing, my first employer wanted a hybrid of marketing and technology, they up their regular EVP by sponsoring my MBA in Information Technology. It was a good deal for both.
Estela Vazquez Perez, Global Employment Brand Director, Royal Bank of Canada
At the heart of every employer value proposition should be the heart of the company; its soul / spirit. The energy, authenticity and distinction in the building blocks of identity are: Purpose (why), core values (how), core competences (what) and ambitions (what). All attributes should express the brand values as much as possible. For example, if creativity is a core value than everything from HR, building and facilities, products and services, etc. should be all as distinctly creative as possible. Always see to it that all contact points in a brand/company are aligned with it’s values. This flavors the company’s culture, makes it a little idiosyncratic and ultimately makes it stand out. This will help attract great people, as they feel their personal values and what drives them are reflected in the company’s values.
Ton Rodenburg, Employer Branding Strategy Director, ARA M/V Human Resource Communications
What’s most important is to do your research and make sure your EVP pillars resonate with your current employees. As I mentioned, cultures can change within departments and your EVP pillars may need to be updated. Regular check-ins or surveys is key – not just once a year.
Audra Knight, Recruitment Operations Manager, Tenable
Focus on being clear and concise when creating your employee value proposition. By talking with employees, you’ll have a strong understanding of the themes that make your company a uniquely great place to work. But you’ll also have a ton of ideas. It can be difficult to narrow those ideas down to just a few core values but it’s worth it. You want an employee value proposition that sticks with people, one that’s easy for candidates to remember. The best way to do that is by being concise.
Hannah Fleishman, Inbound Recruiting Manager, HubSpot
I believe, building, communicating and integrating EVP is a strategic process – not only for HR but also for business stakeholders. It involves analysing employee data related to engagement, onboarding and recruiting to identify trends. Once we gather the information, we need to design an authentic EVP which can truly be endorsed by employees. Aligning EVP to internal and external HR messages is key to build a trustworthy employer brand. The EVP also needs to be part of everyday business with strong support from management and leadership to ensure continuity.
Sarang Brahme, Global Social Recruiting & Talent Brand Manager, Capgemini
If you really think about it the term ‘EVP’ is really over used making it very complicated and ‘clear as mud’. The reality is EVP, at its core, is one thing and very simple. People use EVP to describe many things but the reality is that it is as simple as ‘why insert company name?’ When you answer this simple question you will come up with the ‘EVP’.
Shaunda Zilich, Global Employment Brand Leader, GE
I interpreted this question as to how an EVP can be delivered. The key to a clear EVP is to ensure the messaging is consistent. The story of your EVP is probably best told on your careers page as this is where the audience will expect to read ‘why’ or the ‘purpose’ your organisation exists. It can also be expressed in less formal formats through social media, the recruitment process (such as interviewing, onboarding), or even a touch point as simple as your neighbour asking you at a BBQ what you do for a living and if you like your company [insert EVP here].
Jaclyn Campbell, Employer Brand Consultant, Optus
Crafting a compelling EVP starts with answering five questions. 1) “What is the core DNA of our culture as envisioned by our founders 2) “What is still true of that culture today?” This is how you arrive at authenticity. 3) Then temper that with, “Where do we want to be tomorrow?” It’s good to be aspirational because it can help you evolve. 4) Next, you want to make sure it’s differentiated so ask, “What is true of us that is uniquely us?” 5) And finally ask, “Is our message simple so it’s easy for everyone to align to and remember?”
Jennifer Johnston, Senior Director of Global Employer Branding, Salesforce