EVP in the context of employer branding. What is it and what is it for?

Employee Value Proposition, in the context of an employer branding, means the "values" that an employer offers to current employees and those it would like to recruit. These values should be universal to every employee, yet unique to the organisation. Above all, they must answer the question ‘WHY’ (.... should I join the organization? Should I stay with it for a long time and be part of it? Strive for 120%?).

EVP is the true heart of Employer Branding, that is, all activities aimed at building a positive employer image.

EVP offerings can be likened to the values a consumer is looking for in a product or service they purchase. Every product offered for sale has a package of values with which it wants to “tempt” the customer. Thus, it is all the more important to highlight these benefits in the case of a job offer, the choice of which is usually more important to us than the purchase of a refrigerator or vacuum cleaner. A candidate who is reached by the message of the company's value proposition knows from the outset whether and why it is worth working with the company.

For existing employees, EVP plays a particularly important role of keeping them engaged, motivated and loyal to the company - it is an assurance of the clarity of the job benefits and career development opportunities the employer offers them.

EVP is also of paramount importance in terms of attracting new employees both during and before recruitment. By clearly communicating the benefits a company offers its employees and building an attractive image as an employer, a company can attract the best talent and thus increase its competitiveness in the market.

Therefore, it is important for EVPs to target both current and potential/new employees, so that the company can manage its human capital more effectively and successfully avoid the challenges of turnover or the difficulty of attracting new people, both of which can generate enormous costs.

So how do you implement the EVP?

Start by analyzing the current situation. Before you begin implementing an EVP strategy, you need to understand the current reputation of the employer among employees, potential candidates and other interested parties. Acquiring employee feedback, market research and competitor analysis can be helpful in this phase. Assemble a working group from different departments/areas. Implementing an EVP strategy requires the involvement of a mix of management, HR and employees at different levels of the organization. It is important to build understanding and acceptance of the new initiatives among all parties involved.

Next, focus on understanding employee needs and organizational goals. Conduct research and analysis to understand what your employees want. What are their values? What are their life goals, work and personal preferences? What “attracted” them to the company, why do they continue to work here, what do they lack? Remember that you will achieve the best results when everyone can speak up, regardless of their position.

Such an analysis is a good basis to pre-define your EVP, that is, to determine what makes your organization stand out as an employer. These can include benefits such as professional development, organizational culture, opportunity to influence the company, flexibility at work, social benefits, concern for the environment, focus on charitable activities, etc.

The next step is to implement an EVP strategy, which requires effective communication both internally and externally. Communicating to employees what benefits they can gain by working for your organization is key to their engagement. At the same time, promoting EVP outside the organization can attract new talent.

Once implemented, focus on measuring and evaluating activities. Identify metrics and indicators to measure the effectiveness of your EVP strategy. Have you been able to increase employee engagement? Has the employer's reputation in the labor market improved? Are new people more willing to join the company? Has the turnover rate decreased? Regular analysis and measurement of results will help you adjust your EVP strategy to meet changing needs and expectations.

Don't forget about continuous improvement. EVP strategy should be flexible and adapt to changing business conditions and employee needs. Regular reviews and updates are key to maintaining EVP effectiveness in the long term.

Depending on the experience of those involved in building an EVP, the place the company is in and the challenges it faces, the process can move faster, more efficiently, or take a bit longer and be more difficult. Despite the possible challenges, keep in mind that it's worth trying, refining and improving, because the benefits of EVP will be worth the effort.

Here are some examples of less common EVP activity solutions that might work for your company:

• Sabbatical programmes. These programmes allow employees to take extended paid leave to travel, study or complete personal projects, which can improve mental health and increase engagement upon return to work.
• Health and mental health support programmes. With a growing awareness of the importance of mental health in the workplace, companies can offer unconventional support programmes such as therapy sessions, coaching consultations or access to mental health apps.
• Permanent remote working programmes. Instead of offering employees the option to work remotely only on an occasional/hybrid basis, a company can opt for a permanent remote working programme, which gives employees the flexibility and freedom to organise their working time.
• Outside industry education and development programmes. These will help employees develop skills outside their professional area, for example by offering art courses, language courses, culinary courses or sports activities.
• Profit sharing/employee share schemes. Instead of traditional bonuses, a company can offer employees profit sharing or offer company shares/employee shares, which can increase engagement and a sense of shared responsibility for the company's success.
• Childcare or elderly care programmes. Giving access to company nursery schools/ or offering subsidised care, which will certainly make daily life easier for many parents/ carers.
• ‘Other’ benefits and bonuses such as pet care, access to the company's games room or even regular days off for volunteering.

These are just a few examples, while ideas can be countless - the only thing limiting us here is our imagination. What is certain is that the introduction of unconventional EVP strategies can help a company stand out in the labor market, attract the best talent and build a positive image of an attractive employer. However, remember to conduct an analysis of employees' needs and tailor the program to the specifics of the company and its organizational culture before implementing EVP strategies.

Kinga Szweda , MSP Program Professional ManpowerGroup Talent Solutions

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