EVP Pillars
What is an Employer Value Proposition (EVP)?
An EVP defines what makes your company special, differentiating you from competitors and communicating the unique benefits of joining as an employee. It is the collective ‘why’ – why you matter as an organisation and why would potential and existing employees want to be part of that future.
A compelling Employer Value Proposition not only attracts skilled candidates but also enhances employee retention and satisfaction. By clearly articulating your company’s strengths and opportunities, you create a magnetic pull for the right talent, ensuring a better fit and alignment with your organisational goals.
Defining EVP Pillars?
If we think of the EVP as a building, at the top there is the Company Mission. The company purpose and impact it is making in the world. The Mission is underpinned by the Company Values, the attributes that are present in everything the company does.
Every company runs on people and this is where the EVP Pillars come in. The EVP Pillars relate specifically to how, as an employer, the company upholds the Values and Mission. How are your employees rewarded, supported, encouraged, enriched and celebrated? The pillars can build on any aspect of the employee experience, for example Learning and Development, Technology, Culture or Diversity and Inclusion.
By articulating how your company fulfils these essential areas we are able to align the Employer Brand with the core Company Brand and present a distinctive and appealing proposition which significantly increases candidate attraction and employee retention.
Benefits to defining your EVP Pillars?
An EVP is the foundation to an authentic Employer Brand. Without the EVP any brand building will fall short and promise an offer with no basis, resulting in employees essentially being mis-sold.
The EVP enables focussed Recruitment Marketing activity, shining a spotlight on key points of value or difference which can be easily developed in role promotional activity on social media, EVP videos and Job Brochures.
The process of producing an EVP generates incredibly useful content for marketing – employee testimonials, supported benefits, D&I information and opportunities, cultural highlights and real-life employee stories to name a few.
How do we create an EVP?
The key to strong EVP Pillars are understanding practices, policies, personalities, perceptions and opportunities. Transforming these findings into a package that clearly positions an Employer Brand offer in the marketplace.
As part of the process we:
Conduct employee surveys and interviews to gain insights, sentiments and experiences.
Undertake structured reviews of competitor EVPs and messaging.
Absorb the core Company Brand to ensure alignment with the Employer Brand.
Outcomes include:
A findings document that produces a wealth of content for Recruitment Marketing and future initiatives.
A defined EVP Framework and EVP Statement, creating the basis of your Employer Brand.
Case Study
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