A great EVP for a new world of work.
Employees are no longer driven by the pay cheque. They want to work for purpose-driven organisations. They want to make a difference to the world, promote diversity, gain recognition and work within a great culture.
The new breed of employee is changing the world of work.
Businesses aren’t just faced with increased competition to win loyal customers. There have ongoing battles to attract and retain the very best talent too. With advanced economies experiencing skills shortages, the EVP (Employee Value Proposition) has become a fundamental business asset.
Done well, the EVP is a compelling description of the most defining and differentiating aspects of what an organisation can offer its people — and what is expected of them in return.
Handled badly, or even not at all, leads to disengaged, disloyal and evermore distanced employees.
The tell-tale signs are for all to see when there is a need for an organisation to revisit their EVP;
It may have undergone a brand repositioning programme and the EVP hasn’t been considered as a focal part — and therefore isn’t reflective of the new reality
There’s an obvious disconnect between internal reality and external perception of what is on offer as an employer
The business operates in an industry that hasn’t been conveyed as the most attractive for talent. It therefore struggles to articulate why the best people should join that organisation.
To help solves these common issues, here’s three imperatives to focus on when developing your EVP programme.
EVP is a component of your overall brand strategy
The talent war isn’t just about recruitment. Your existing workforce should serve as your brand champions and advocate your business. You want them to demonstrate that they believe that they are working at the right organisation and are excited by their commitment to a long term career with you.
After all the cost to replace your best talent will far outweigh the cost of investing in your EVP.
Brand strategy already defines what your company is about — so as part of that, it should clearly convey what the experience principles are and what it actually means for talent.
Developing an EVP independently of brand strategy means you’re essentially splitting the brand in two.
EVP needs to set you apart
It’s never been easier to reach new talent. But connecting with them has never been harder.
Talent can often be overwhelmed and struggle with the bombardment of communications that they receive. They want communications that respect who they are, what’s important to them and reflect their point of view. They are also regularly underwhelmed. Many employers are guilty of using regurgitated messages that make many organisations feel the same.
Prospective talent want communications that is comparable to what is experienced by customers and investors as choosing an employer is a personal statement. It reflects an individuals identity and over time, it can shape it. So there’s an increasing need for organisations to control and sharpen their EVP and how it is activated, to help influence what employees think, feel and do.
Why would today’s best minds come and work for your organisation?
EVP needs some creative minds
When dealing with complex messages, creative thinking is your best friend. Only through great creativity can you make audiences engage in the detail of your proposition.
As smart and sophisticated as it might be, a messaging matrix alone won’t create what you need to make talent choose you over a similar opportunity.
To truly engage them, you need to meet them through impactful communications and hallmark experiences through social media, events, out-of-home and everything else. It all comes down to the creativity of the content.
Toolkit
When the time comes to evaluate your EVP here’s five things to focus on.
Your EVP should be driven by your brand strategy. Limit the amount of frameworks and ensure people in the business stay aligned
Make sure your point of difference shines through your EVP
Keep watch on the best employers. A global, connected world means a lot of employers outside your sector are going after similar talent
Use the same platform for both prospective employees and your existing talent. Beyond the pay cheque people largely want to believe in your organisation for similar reasons to those which attracted them in the first place
There’s a lot of opportunity to stand out through how your EVP can be activated. Be creative and think like you do when you communicate to customers and investors.
