How to review and evolve your employee value proposition

How to review and evolve your employee value proposition

posted 30 Sep 24

Nathan Powell

An influx of a new generation into the workforce has ignited a noticeable shift in employee expectations, with candidates considering value proposition alongside the job offer itself.

With job security, flexible working, alignment with personal values, and career growth opportunities considered, candidates are doing more and more research before they accept roles or even apply. Consequently, employers are grappling with the challenges of a fiercely competitive talent market, with a staggering 80% struggling to attract the talent they need. In this evolving landscape of recruitment, organisations must continuously adapt their strategies to attract and retain top talent.  

At Henderson Scott, we understand the importance of creating an authentic employee value proposition (EVP) and the significance of regularly reviewing and refining it to ensure its effectiveness. Below, we have summarised the key strategies to ensure your EVP evolves and remains attractive in a competitive talent market, from creating an EVP Playbook and nominating EVP champions to adapting your marketing. 

Employee Value Proposition (EVP) Strategies  

1. Create an EVP Playbook  

An EVP playbook is a comprehensive guide to your EVP, outlining the essential components, messaging, and strategies. It acts as a reference tool for HR professionals, recruiters, managers, and employees to grasp, communicate, and enhance the employee brand. Not only does it outline your brand values, mission and goals, but it also ensures consistency in narrative when we speak with others internally and externally.

Typically, an EVP playbook may include:  

  • An overview of the EVP, including its significance and alignment with the organisation's mission, values, and goals.  
  • Detailed descriptions of EVP components such as compensation and benefits, career development opportunities, and work culture.  
  • Guidelines for communicating the EVP, including key messages, tone of voice, and branding elements.  
  • Real-life employee testimonials which demonstrate the EVP in action.
  • Tailored recruitment and retention strategies to leverage the EVP effectively.

 

2. Nominate EVP Champions

While larger organisations may have dedicated EVP roles, smaller firms can involve passionate individuals from various departments to spearhead EVP initiatives. To identify potential champions, look for individuals within your organisation who understand your company culture and values. These individuals should be enthusiastic and be able to inspire and influence others. It's also important to choose individuals from diverse backgrounds and perspectives, including different departments, levels, and demographic groups, to ensure that the EVP resonates with all employees. 

Once you have identified potential champions, you must provide them with the necessary training and support to help them effectively promote the EVP - this may include training on communication techniques, the organisation's values and culture, or how to address common questions and concerns from peers.

3. Adapt your EVP marketing

So, you’ve launched your EVP externally and internally and updated your careers page, and now you plan to sit back and wait? Wrong! Investing in your EVP is even more fruitful if the message reaches the intended audience. Experiment with various content mediums and channels to optimise EVP marketing efforts, considering job boards, career fairs, and industry events alongside your social media platforms and company website.  

Remember, authenticity drives engagement and connection. Less polished content often resonates more with audiences than corporate materials. Consider how your brand and your employees can share authentic content regarding your EVP online and offline to reach potential candidates.  

4. Continuously evolve and evaluate

Creating an EVP is an ongoing endeavour that requires periodic reviews to keep it fresh and relevant and to remain competitive in the talent market. Regularly gather employee feedback, conduct competitor research, and analyse relevant data metrics to assess its effectiveness and make necessary adaptations.  

Utilising project groups, you can work collaboratively to gather employee feedback and tailor the EVP to meet the needs and preferences of your workforce. Including employees in the process ensures everyone feels engaged in shaping the EVP and contributes to overall satisfaction and retention. 

In conclusion, a well-defined and effectively communicated employee value proposition (EVP) can provide a competitive advantage in talent acquisition and retention. Remember, an EVP is not just a static document but a dynamic tool that influences various aspects of the employee experience and organisational success. 

At Henderson Scott, we encourage our clients to refine and optimise their EVP to ensure it aligns with evolving employee needs and organisational goals.

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