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The hiring landscape has drastically changed since the Covid-19 pandemic. To attract and retain the best talent, employers must clearly and authentically communicate their values and purpose. They need to align and offer real Employee Value Propositions (EVP) that resonate with current and potential employees. An EVP that truly resonates can be a differentiator that not only helps attract candidates but also fosters a committed and engaged employee base.
This blog explores the art of communicating an Employee Value Proposition that aligns with the aspirations of potential employees as well as the strategic objectives of the organization.
First, What is an Employee Value Proposition (EVP)?
An Employee Value Proposition (EVP) is a set of offerings and values that an employer provides to its employees in return for the skills, capabilities, and experiences they bring to the organization. It encompasses the central reasons that employees choose to work for a company, including salary, benefits, career development opportunities, work environment, company culture, and values. It essentially answers the question, “Why should any talented individual choose to work here?”
An effective EVP is crucial for attracting and retaining talent, as it differentiates the company in the job market, helps to reduce employee turnover, and improves overall workforce productivity and satisfaction. It communicates the essence of the company’s identity to potential and current employees and is a critical component of the company’s branding and reputation in the marketplace. Read how you can craft a compelling EVP.
How to Communicate an EVP?
Here are 9 strategies to consider when communicating your EVP. These are fundamental when building a strong employer branding communication strategy.
1. Articulate Your EVP in a Story-telling format
Instead of just defining the unique value, use storytelling to articulate the EVP. Storytelling can humanize the brand, making the value proposition more relatable and memorable for potential employees. It helps break down concepts into ‘lived’ examples and not just fancy words.
For example, a company like Airbnb uses storytelling to convey its value of “belonging anywhere,” sharing stories of hosts and guests to illustrate its impact on real people’s lives.
2. Create a Consistent and Clear Narrative
Your EVP should be communicated clearly and consistently across all platforms and touchpoints with potential and current employees. This includes your company website, job postings, social media channels, and internal communications. Consistency in messaging reinforces your EVP and helps to build a strong employer brand. It ensures that the message is received loud and clear!
The CIPD emphasizes the importance of clear and consistent communication of the EVP across all touchpoints to build an authentic and trustworthy employer brand.
3. Use Authentic Employee Stories
Leverage testimonials and stories from current employees to bring your EVP to life. Real stories can illustrate how employees experience the company’s values and culture in their daily work, providing a relatable and authentic view of what potential candidates can expect. For example, Airbnb showcases employee stories on its career page to highlight its community-centric culture and diverse workforce.
Glassdoor’s research highlights the positive impact of authentic employee stories on potential candidates, showing that candidates trust companies more when they present genuine experiences from their current employees.
4. Integrate EVP into All Communication Channels
Rather than merely aligning EVP with organizational goals, ensure the EVP messaging is integrated into all internal and external communication channels. This means consistently reflecting the EVP messaging in company announcements, marketing materials, PR activities, social media, and internal communications.
A company like Coca-Cola integrates its EVP of “refreshing the world and making a difference” across various media, ensuring a consistent message is communicated to all stakeholders, from employees to consumers.
5. Leverage Multimedia Formats
Utilize various media formats to communicate your EVP, including videos, infographics, podcasts, and blogs. Videos, in particular, can be powerful in conveying the company culture and employee experiences. Zappos, known for its vibrant culture, effectively uses video tours and employee testimonials to give a glimpse of its unique work environment.
Multimedia content, such as videos and interactive media, significantly enhances the communication of a company’s EVP. It gives them the option to choose a format that is most comfortable for them.
6. Engage Through Social Media
Social media platforms are excellent for showcasing your EVP dynamically and engagingly. Regularly post updates, news, and employee experiences that reflect your company’s culture and values. This not only helps in attracting talent but also in building a loyal online community.
Social media is still a key platform for employer branding. It helps companies to showcase their culture and values effectively to prospective employees. One must post regularly to stay ahead of the algorithms.
7. Train Your Leaders
Ensure that your leaders and managers embody and communicate the EVP in their interactions with teams and external stakeholders. They should be able to articulate the company’s values and how these are reflected in policies and practices. Leaders at Patagonia, for instance, exemplify the company’s commitment to environmental activism, influencing employees and attracting talent passionate about sustainability.
Gallup research underscores the role of leaders in embodying and communicating the company’s EVP, noting that authentic leadership can significantly enhance employee engagement and brand perception.
8. Gather and Act on Feedback
Regularly collect feedback from employees and candidates about how they perceive and experience your EVP. Use this feedback to make necessary adjustments and improvements. Continuous improvement based on feedback demonstrates that your organization values and acts upon employee input, enhancing the authenticity of your EVP.
Research on employee experience suggests that gathering and acting on employee feedback is crucial in refining and enhancing the EVP to meet their expectations and needs.
9. Monitor and Adapt
The job market and employee expectations are constantly evolving. Regularly review and update your EVP to ensure it remains relevant and competitive. Staying tuned to market trends and employee needs will help you adapt your EVP to meet changing needs and expectations.
A report by BCG (Boston Consulting Group) on Decoding Global Talent states that companies must continuously monitor and adapt their recruitment strategies in response to changing workforce dynamics and market conditions. They need to look at a candidate-centric approach as people’s priorities vary depending on their life situation, job role, motivations, labor market position, and more.
In Conclusion
Effectively communicating your Employee Value Proposition is about clarity, consistency, authenticity, and adaptability. An EVP that is communicated well can help attract talent that aligns with your purpose and values.
An Employee Value Proposition (EVP) is much more than a mere list of benefits and perks; it’s a reflection of the organization’s identity, ethos, and commitment to its workforce. Communicating your EVP effectively is key to establishing a strong employer brand that resonates with current and potential employees, fostering a culture of engagement, loyalty, and productivity. As we’ve explored, this involves a strategic approach that encompasses clear articulation, storytelling, consistent messaging across all channels, leveraging multimedia, and ensuring inclusivity and continuous alignment with organizational goals and values.
The future of work is undeniably dynamic, and as such, the process of defining and communicating an EVP must be agile and responsive to changes in the workforce and broader societal expectations. The alignment between what the organization promises and what it delivers is the cornerstone of a thriving corporate culture and sustainable business success.
In crafting your EVP strategy, remember that authenticity and consistency are paramount. Potential and existing employees today are more discerning than ever, and they seek transparency and genuine engagement from their employers. Organizations must ensure that their EVP is not just a statement of intent but a living, breathing aspect of their daily operations and interactions, ultimately leading to a stronger, more cohesive, and forward-looking enterprise.
Need help with your employee value proposition communication strategy? Reach out to us.