Employee Value Proposition (EVP)
What is an Employee Value Proposition (EVP)?
An Employee Value Proposition, also referred to as an Employer Value Proposition, is a unique employer value proposition addressed to current employees and candidates. The EVP answers the question – “Why is it worth working in a given company and staying in it for longer?”
This proposal consists of various elements related to everyday work and professional development. It can include, m.in, the work environment, remuneration, benefits, organizational culture, professional development, training or work-life balance. However, it is important that they correspond to what work in the organization actually looks like.
Why is EVP the foundation of employer branding?
Employer branding is responsible for the way the company builds its image as an employer, and EVP shows what it really offers to candidates and current employees. Thanks to this, the employer’s brand communication can be consistent and based on specific values.
A well-developed EVP helps attract new employees, strengthen team engagement and loyalty, and distinguish the company from the competition. It also makes it easier for candidates to assess whether a given organization meets their needs and expectations.
What is EVP not?
EVP is not just a list of benefits or a slogan prepared for the needs of a marketing campaign. A sports card alone, bonuses or the possibility of remote work do not yet create a coherent proposal for an employee.
An effective Employee Value Proposition should result from what the company actually offers to employees and be reflected in their daily experiences. If communication in advertisements or social media shows something different from reality, it quickly loses credibility.
How to create an effective EVP?
It is worth starting the process of creating an EVP by analyzing how the organization is perceived by employees, candidates and the board and what elements of work are important to them. Surveys
- and interviews with employees,
- interviews with candidates,
- analysis of opinions about the employer,
- monitoring of comments in social media,
- analysis of needs, engagement and employee turnover
The collected information helps to determine what really distinguishes the company. On this basis, you can create an EVP that is authentic, unique, consistent with the organizational culture and responds to the needs of employees and candidates. It is important that it is not based on general slogans, but on specific features that distinguish the organization from other employers.
How to use EVP in employer brand communication?
EVP is worth using wherever the company communicates with candidates and employees – on the career website, in job advertisements, recruitment materials or social media. It is important that the message is based on specifics and shows what the declared values look like in practice.
If the company emphasizes development, it is worth showing training, projects and opportunities to acquire new competencies. If work-life balance is important, this should be reflected in real working conditions.
What are the benefits of a well-developed EVP?
A good EVP helps attract new employees, strengthen engagement and support team retention. It also makes it easier to build a consistent employer brand and distinguish the company in a competitive labor market, and at the same time increases the chance that employees will recommend it as a good place to work.
As a result, EVP supports not only recruitment and employer branding activities, but also long-term building relationships with employees and the development of the organization.
