What is an Employer Value Proposition?
Employer Value Proposition (EVP) remains the critical component in successfully implementing your employer branding strategy.
Why is an Employer Value Proposition (EVP) important?
The Employer Value Proposition (EVP) is the core ingredient of your employer brand that defines its positioning and strategic direction. An effective employer value proposition should reflect external market demands, your competition, the internal view of your culture and the strategic context of your company. You also must include the values and principles represented by your company.
What are the roles of employer branding and an EVP?
If you already have an employer branding strategy in place, then why do you need an employer value proposition? Think of it this way: you don’t need to be familiar with engineering to enjoy driving a high-performance car. However it certainly is a necessity if it is your job to design the engine that powers the experience. Therefore in the spirit of precision engineering, here is our perspective on the key terms an employer brand manager needs to get their head around:
Employer brand – describes people’s perceptions of a company as an employer (good, bad or indifferent)
Employer value proposition (EVP) – defines how a company would like to be perceived as an employer
Employer branding – describes the activities an organisation undertakes to communicate this desirable employer brand image
Employer brand management – describes the full spectrum of activities a company orchestrates to deliver a consistent brand image and experience
How do you create an employer value proposition?
So where do you go from here? As global thought leaders in employer branding, we at Universum suggest that you avoid focusing on all four concepts together, and rather address them individually.
Creating an EVP needs a proper foundation. It is essential that it is aligned with the strategic context of the company as well as the internal and external perceptions of the brand. Think of it as a three-legged chair; if you remove one leg, it won’t stand. The very same is true of the EVP.
At Universum, we believe the critical success factor in attracting, recruiting and retaining talent lies in the magic formula of using a data-driven approach to all your employer branding activities.
Success depends on defining and activating an EVP that needs to be:
True – to what your company stands for and offers
Credible – to ensure your brand is believable and trustworthy
Relevant – in that your offering applies to today’s top talent
Distinctive– so that you differentiate from your competitors
Aspirational – to allow top talent to see growth, value and purpose as a result of investing in your company
Here’s a top tip:
Don’t try to signal something you are not – that never works. The behaviours from management, leaders and employees impact the experience and shape your company’s brand and image. Employees are your best ambassadors to communicate your employer brand and EVP to reach and engage external stakeholders.