Employer Value Proposition: Yes, Your Brand Needs It
Employer value propositions play an important role in employee recruitment, but what exactly is an employer value proposition and why does your brand need it?
In this handy guide, we'll take a look at all the details you need to know about employer value propositions, including what they are, why you need one, and how to create a winning proposition for your brand. Stick with us to find out more!
What is an Employer Value Proposition (EVP)?
An employer value proposition (EVP), also referred to as an employee value proposition or employer brand proposition, is a statement that articulates the unique value that an organisation offers to its employees.
It goes beyond salary and benefits to include all of the elements that make up the employee experience, such as company culture, professional development opportunities, and work/life balance. Make sure that your brand does not end up on the list of companies with the most frustrated employees.
Your EVP is part of your branding strategy, helping you to attract and retain the best talent for your organisation. They encompass the organisation’s mission, values, and goals, as well as the benefits, opportunities, and challenges that come with working there.
A few definitions:
- Minchington (2005) defines an employer value proposition (EVP) as a set of associations and offerings provided by an organisation in return for the skills, capabilities and experiences an employee brings to the organisation.
- DiVanna (2002) defines the employee value proposition (EVP) as the talent a company needs to exist to support the corporate value proposition.
- Tandehill (2006) defines a direct link between your EVP and employer branding, and urges all organisations to develop a statement of why the total work experience at their organisation is superior to that at other organisations.
Why Your Brand Needs an EVP
A compelling employer value proposition is an important tool for attracting and retaining top talent, as it sets your brand apart from the competition and helps candidates to understand what they can expect from working with you.
Creating a strong EVP is essential for communicating your brand’s unique value proposition to potential employees and inspiring them to join your team. It’s also a key part of employer branding, which is the process of promoting your organisation as an employer of choice.
LinkedIn research shows that 94% of employees say they would stay at a company longer if it simply invested in helping them learn. This highlights the need for effective communication of your company's wider advantages and commitment to its employees, which is exactly what an EVP does. A strong EVP will:
- Articulate your brand’s unique offering
- Differentiate your brand from the competition
- Help candidates understand what they can expect from working with you
- Attract and retain top talent in potential and existing employees.
How To Create an EVP in 6 Steps
Now that we've covered all the basics, it's time to get into the nitty-gritty of how to craft a winning EVP for your brand. Follow these simple steps and you'll be on your way to success!
Define your target audience
As with most things when it comes to branding, the first step in creating an EVP is to define your target audience. Who are you trying to attract? What are their needs and wants?
Once you have a clear understanding of your target audience, you'll be in a much better position to craft an EVP that resonates with them. Key processes at this stage could include:
- Conducting target audience or user research: You can use surveys, focus groups, and interviews to get to know your target audience better.
- Defining your ideal candidate: Once you understand your target audience's needs and wants, you can start to define the ideal candidate for your organisation. What skills and experiences would they have? What type of person would they be?
Research your competition
It's also important to research your competition when crafting an EVP. What are they doing well? What could they be doing better? How can you position your organisation as the better option?
This will help you to create a unique and differentiated EVP that will make your brand more attractive to potential employees. Key processes at this stage could include:
- Identifying your main competitors: Use Google, social media, and online job boards to identify who your main competitors are.
- Researching their EVPs: Take a look at your competitor's websites, careers pages, and social media accounts to see how they're promoting themselves as employers. Take pointers from this to better understand your brand positioning in the job market.
- Know your USP: What sets you apart from your competitors? Do you particularly value employee engagement and take on feedback? Do you provide current employees with development opportunities and training? Are you constantly improving the employee experience? These are the things you should highlight in your EVP.
Conduct internal research
The next step is to conduct some internal research and gather input from existing employees, managers, and leaders. This will help you to get a better understanding of what your employees value most about working for your organisation. Key processes at this stage could include:
- Conducting employee surveys: An employee centred strategy is most effective when designing your EVP. Use focus groups, surveys or feedback to collect feedback from employees on what they like and don't like about working for your company. You can also measure Employee Net Promoter Score (eNPS), which will give insights into what your employees think and how you can boost company morale.
- Organising exit interviews: When employees leave your organisation, be sure to conduct exit interviews so you can understand the reasons behind their decision.
- Create a compelling employer brand proposition: A strong employee value proposition centres around a strong employer brand. To attract skilled employees with your employer value proposition, you should first work on establishing and refining your brand as an employer.
Define your company's mission, values, and goals
Your company's mission, brand values, and goals are the foundation of your EVP. They should guide everything you do when it comes to employer branding, from the content you create to the way you communicate with potential employees.
Similarly, your company's core benefits will also highlight what your company stands for, so ensure to present them throughout your EVP too.
If you're not sure where to start, here are some questions to get you thinking:
- How do your company's mission, values, and goals align with those of your target audience?
- What do your company's mission, values, and goals say about your commitment to your employees?
- How can you use your company's mission, values, and goals to differentiate your brand from the competition?
Craft your EVP!
An EVP should be short, sweet, and to the point. Keep it simple and make sure it's in line with the rest of your employer brand strategy. Write it down, test it out, and make sure it's something you're proud of. Here's an example of an EVP from Hubspot to help guide you:
"We're dedicated to building an inclusive culture where employees can do their best work. Feedback, research, and our own employees show that the number one way to do that is by being flexible.
Giving HubSpotters the freedom and flexibility to create their own work-life balance builds trust in our company, but it’s also just the right thing to do. That’s why flexibility is at the core of our benefits and culture, from family planning to financial planning."
As you can see above, this statement surmises Hubspot's company values of inclusivity and flexibility, all within a short and snappy few sentences. This example shows how you can put together an EVP that captures the essence of your company and what it stands for.
Points To Cover in Your EVP:
- Job security and development opportunities
- Plans for growth and expansion
- Company culture and working environment
- The type of person that succeeds at your company
- What sets your company apart from the competition.
These are just some examples of the types of things you can include in your EVP. Keep in mind that your EVP should be tailored to the specific needs and wants of your target audience, for example studies show that 92% of millennials identify flexibility as a top priority when job hunting, so if this is your target audience highlighting your flexible work policies should take priority in your EVP.
Promote your EVP
Now that you've crafted the perfect EVP, it's time to start promoting it! Luckily, there are a number of ways you can do this:
- Include it on your job listings: Include your EVP on all of your job listings and job descriptions. This will help to ensure that only candidates that are a good fit for your company apply for the role and also encourage more potential employees to apply.
- Use social media: Social media is a great way to spread the word about your EVP. You can use hashtags, post engaging content, or even run social media ads. Additionally, be sure to choose one of the best VPN providers to expand the reach of your content to a larger audience.
- Create video content: Video is one of the most powerful tools you can use to promote your EVP. Candidates are more likely to watch a video than read a long piece of text, so consider creating engaging video content that showcases your company brand and benefits.
- Create branded merchandise: Make your employees feel connected, from exquisite custom awards for employee recognition to branded mugs, or printing t-shirts, make you team feel connected.
Employer Value Proposition FAQs
What is EVP segmentation?
EVP segmentation is the process of dividing your EVP into different parts, each targeting a specific audience or need. This can be helpful when recruiting talent if you have a large or diverse workforce as it allows you to tailor your EVP to the specific needs of each group.
What is an employee value proposition example?
Another example of an Employer Value Proposition is this one from Strava:
“You will engage in interesting and challenging work that will improve the lives of our athletes. And in the same way that Strava is deeply committed to unlocking the potential of our athletes, we are dedicated to providing a world-class workplace where our employees can grow and thrive.”
This example highlights the company’s commitment to its employees, as well as the exclusive opportunity to work on interesting and challenging projects.
How do you create an employer value proposition?
Creating an EVP can seem like a daunting task, but it doesn't have to be. By following the steps outlined in this article, you'll be well on your way to crafting an EVP that accurately reflects your employer brand and what you have to offer employees. And, more importantly, one that will help you attract top talent.
Looking For Expert Support With Your Branding and Value Proposition?
At Huddle Creative, our branding experts can support you with all aspects of your branding, from researching and developing your brand strategy to crafting and presenting your employer brand.
Our services offer a comprehensive and strategic approach to employer branding, with a focus on delivering real results. We'll work with you to understand your organisation, values, target audience and objectives, and develop a bespoke employer brand strategy that will help you achieve your goals.
To learn more about how we can help, request a free proposal today!