How Do You Create the Employer Value Proposition?

  1. Understand your EVP preferences

Try a top-down and a bottom-up approach. Top-down as in the Head of People and the leadership of the organisation discussing and debating the EVP. Ideally the Head of People creates a baseline document / template, circulates it in advance and the leadership gets together to have a conversation around it. And bottom-up as in a listening exercise with your employees. Ask them what they find great about working for your organisation and what can be done to make further improvements.

  1. Design your EVP

Gather data from important sources and competitors to inform your EVP design. Use the internal and the external data you have gathered, design your bespoke EVP. Use the 5 elements of the EVP to structure your proposition (link to previous post)

  1. Segment the communication

You have the sound bites by now. Here you will think about how this will be communicated to the different types of talent you want to attract into the organisation (engineers, customer service advisors) as different language will appeal to these different mindsets. Think about how you want to communicate this internally. You can consider a video message by the Head of People and some existing employees.

  1. Create your employer brand

A strong employer brand needs a clear value proposition, which by now you have created. Now is the packaging. You can think about the design elements to it such as the colour palette, the typography etc. all that we associate with brand creation and in alignment with your organisational brand. You can use your internal branding team to create this or use the same people you used to help create your organisation’s brand. You can also consider creating a ‘boilerplate’ i.e. your EVP in a tweet and text, in a sentence – strapline, in a paragraph and in a page. Some organisations create well crafted infographics for exhibitions, conferences and other events to promote their brand. Also consider some guiding principles like what L’Oreal has done.

Here is L’Oreal’s: Strapline – “Lead the future of Beauty. When you love your work and the people you work with, amazing things can happen.”

Their employer value proposition is broken down into three pillars:

A thrilling experience – a truly global business with a clear purpose and vision will ensure that candidates can see how they would fit this into their own trajectory

An environment that will inspire you – with the amount of science, corporate social responsibility and sustainable business practices, there will be something to inspire most employees

A school of excellence – world leading brands and products would attract the best people and skills, as a candidate you could be attracted to that environment for your career growth.

This is what Hubspot has – “We’re building a company people love. A company that will stand the test of time, so we  invest in our people and optimize for your long-term happiness.”

Suggested channels of communication:

  • On your careers page
  • Intranet website
  • Glassdoor
  • LinkedIn page
  • Social channels used
  • Welcome packs

The investment – and if you are thinking about the cost of doing all this work, which you probably are, consider the opportunity cost of not getting all this accurately aligned to the impact it can potentially have on the acquisition of key talent at the different levels in your organisation. If you want to attract ‘A’ players and top on-demand talent, then you want to create an ‘A’ grade EVP. Like attracts like. Here is an article by SAGE People on the impact on Employer Brand on talent acquisition.

Puneet Sachdev

Contributed by Puneet Sachdev. Puneet specialises in designing interventions that solve People and Culture challenges and helps creating engaging and high performing environments. His recent clients have included fast growing tech companies like Nucleus Financial and Craneware in the UK. Prior to the UK, Puneet was management consulting for Accenture in the US. Get in touch with him for a no-obligation consultation about your people and culture aspirations via LinkedIn.