If employer brand is all about what people associate with working for your organization, the hub of your employer brand strategy is your organizational EVP – the employee value proposition. The “give and get” exchange between employees and employers sets the tone and provides you with a starting point as you begin to craft your employer brand strategy.
Your employee value proposition is the unique set of values and benefits that provide employees and prospective talent the impetus to work for you. Your EVP encapsulates your identity as an employer – who you really are, as experienced by the people who make up the organization.
A strong EVP has four essential qualities:
True – First and foremost, your EVP must be based on the genuine employment experience. Make no assumptions here! Ask the tough questions and uncover current perceptions and associations of your organization within internal and external segments.
Distinct – If your EVP mirrors the employment offering at the competitor down the street, talent has no compelling reason to choose you. Differentiate and give them a reason! What is unique about your organization?
Credible – It’s critical to seek out proof points to validate your EVP. There can be some aspirational components to your EVP, as long as you are honest about where you are striving versus where the EVP truly lives today. Provide evidence!
Consistent – Your employer brand story and EVP need to be reflected at each touchpoint in the employee lifecycle. The temperature and level of engagement within your organization may fluctuate in the short term, but your EVP remains consistent over time. While it is important to reassess the EVP during times of organizational change, the core EVP as experienced by employees should be consistent.
Work to develop and articulate the employee value proposition needs to center on uncovering information – as opposed to developing marketing materials. The EVP provides the foundational material that will feed employer brand messaging. Creative is developed AFTER the EVP is finalized. Don’t get ahead of yourself.
Developing your EVP really is the heavy lifting of employer brand strategy. Take a long view, stay true to who you are and reflect your unique organizational personality. An authentic EVP, validated by employees and well-positioned to external talent will drive employer brand results.