Remember when we talked about diagnosing your employer brand problems? Today, we're focusing on one of the biggest culprits: Employee Value Proposition (EVP) mismatches.
Let's say you've developed a killer EVP. It's compelling, it's inspiring, and it perfectly captures the essence of what makes your company amazing (at least, on paper). But what happens when it doesn't match reality? Maybe you're not attracting the right candidates, or your team doesn't share your perspective. It's similar to customers not seeing your product the way you want or expect them to. In the branding world, we call it bridging the gap — clarifying your core values and attracting the talent who will champion them.
Think of your EVP as a magnet for top talent. When it accurately reflects your company culture and employee experience, it attracts the right people — those who are passionate about your mission and eager to contribute to your success.
So, how do you ensure your EVP aligns with the actual employee experience? Here are a few tips:
1. Involve Your Team: One of our team members' first jobs was at a law firm. While the culture wasn't exactly inspiring, they gave her one piece of advice she's never forgotten: Never assume — always ask questions. Ask your team to share their experiences — and make sure they know they are safe in doing so. Conduct surveys, have 1:1 conversations, and get their honest feedback.
2. Walk the Talk: Your EVP should resonate with you and your staff every time you read it. Make sure your company culture, policies, and practices reflect the values you promote.
3. Be Specific: Highlight concrete examples of benefits or unique experiences at your company, such as flexible work arrangements, generous parental leave, free massages, or "bring your pet to work" day.
4. Continuously Evaluate: The employee experience is constantly evolving. Regularly review and update your EVP to ensure it remains relevant and accurate. Conducting a yearly survey is a good idea!
Need help developing an EVP that truly resonates with top talent? We're here to help! Connect with Chris Berkner to start the conversation about hiring.