How to create an authentic employee brand and EVP

How to create an authentic employee brand and EVP

posted 30 Sep 24

Henderson Scott Editorial Team

Catalysed by the pandemic and a new generation of workforce, there has been a notable evolution in the workplace environment over the past five years with a growing emphasis on employee brand. As a result, we are witnessing heightened employee expectations, including a desire for flexibility, meaningful work, and alignment with company values. In addition, candidates are looking for authentic employers – you cannot simply make bold statements without having the evidence to support this.  

With 80% of employers struggling to attract necessary talent, employers are experiencing a fiercely competitive talent market and in response, re-evaluating their approaches to attracting and retaining talent. Typically, discussions surrounding employee brand occurred towards the latter stages of the hiring process. However, it's now imperative for employers to consider their employee value proposition (EVP) at all stages of the candidate journey to remain competitive.  

Remember, there is no value in showcasing an EVP that does not align with your organisation. Read on to discover how to create an authentic employee value proposition (EVP) unique to your organisation. 

How organisations can create an authentic EVP

How organisations can create an authentic EVP

An employee value proposition (EVP) is how we showcase our employee brand to attract prospective talent and engage employees in a competitive job market. While traditionally, employee brand was discussed at the final stage of interviews, employers must now consider much earlier touchpoints with candidates to tell their story and peak interest.  

However, there is no benefit in showcasing an EVP that does not align with your company. An authentic EVP unique to your organisation is crucial.

Gather employee perspective 

Creating an authentic employee value proposition (EVP) requires a deep understanding of the organisation's current state from an employee perspective. To do this involves gathering direct employee feedback through engagement surveys and focus groups to identify key differentiators, areas of strength, and areas that require improvement. We recommend doing this to accurately represent your company culture and values and avoid discrepancies between messaging and reality. Taking time to regularly understand how employees feel allows you to:  

  • Analyse responses to identify strengths of your company culture and leverage these strengths within your EVP.  
  • Understand what areas of your employee brand resonate with employees to highlight to prospective candidates.   
  • Highlight issues and trends as they occur to quickly resolve underlying issues and inform employee experience improvement initiatives.   

Communicate the EVP internally 

The responsibility of promoting your EVP extends beyond Marketing or HR teams. Employees and leadership should be aligned when telling your organisation's story. Establishing an EVP playbook or comprehensive guide which outlines the key components, messaging, and strategies related to your employee value proposition can provide teams with a unified narrative when talking to candidates, recruiters, and on social media. Consider the following: 

  • EVP components: Compensation and benefits, career development opportunities, work culture, unique offerings. 
  • Messaging guidelines: Mission and values, key messages (internal and external), tone of voice, branding elements. 

Having all parties sing from the same hymn sheet will ensure consistency and strengthen an employee brand, although, this will not happen overnight. To follow up your EVP guidelines, you must provide training and refresher training for managers and employers to understand and effectively promote the EVP. For example, hosting workshops and webinars to ensure employees continue to champion your values and goals. 

Integrate EVP across all touchpoints  

Integrate EVP across all touchpoints  

Your employee value proposition should be visible across all communication touchpoints, including your website, job postings, social media channels, recruitment materials, and internal communications. From initial engagement to the final stages of the hiring process, the aim is to create a seamless and coherent journey to enhance their overall perception of your organisation.  

Consistency in communicating your EVP reinforces your commitment to its values and promises and fosters a sense of belonging and alignment among current employees. Externally, when candidates encounter consistent messaging about your values, culture, and opportunities, it provides clarity and removes confusion, reinforcing a clear and authentic brand identity and building trust and credibility.   

Highlight real employee experiences 

Showcase real-life stories and experiences of employees within your organisation, leveraging various mediums, such as virtual office tours, day-in-the-life videos, social media takeovers, or Q&As. Authenticity is key - content does not need to be polished or corporate - the goal is to create content that resonates with audiences and fosters genuine connections.  

Candidates want to see examples of career progression, team achievements, project successes, and insight into your benefits, such as flexible working and team socials. Highlighting real employee experiences will help prospective candidates envision themselves as part of your team.  

What’s even more powerful? Employees who share employee brand content on their personal accounts. Encourage employees to create and share their own content on social media using company-specific hashtags, for example, insight into their career path, recent project achievements, personal milestones, or photos from a recent team event. You can also ask employees to share their experiences on employer review platforms, such as Glassdoor and Indeed. Positive reviews from satisfied employees will go a long way when attracting top talent.  

In summary, start by understanding employee perceptions and then utilise storytelling across multiple touchpoints to convey your value proposition. Being clear on who you are as an organisation and crafting an authentic EVP is essential for organisations looking to differentiate themselves in a competitive talent market and distinguish themselves as an employer of choice. 

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