July 23, 2024
A compelling employer value proposition (EVP) helps your organization articulate who you are as an employer. It acts as a North Star in bringing your company culture and values to life. Appealing to both internal stakeholders and potential employees, your EVP not only showcases why current team members are loyal to your organization; it also communicates what prospective talent can gain from your company.
Organizations that effectively communicate and deliver on their EVP can decrease their annual employee turnover by almost 70% and increase new hire commitments by nearly 30%, according to research and consulting firm Gartner. Don’t we all want that in today’s competitive job market?
But the question remains: How do you get started?
Determining your EVP can happen in a variety of ways, depending on your organization. In our experience leading these projects with our clients, here are some tried and true steps that can help shape your EVP.
1. Review your existing EVP – Take a look at what you already have. See how your company positions itself as an employer by analyzing both external and internal materials. What do job candidates see when they go to your website, apply for a role through a job board or find you on social media? Internally, think about what you’re communicating to employees about the organization through CEO letters, HR communications, engagement surveys, newsletters and other company-wide correspondence.
2. Interview senior leadership – We recommend interviewing several senior leaders, including the CEO and Chief Human Relations Officer (CHRO). These interviews help determine the direction and key elements of the EVP. Executives can also explain how the company’s work impacts its customers, the industry and other stakeholders. They’re a resource that can connect how employees and their work are fulfilling the company’s mission each day.
3. Engage employee focus groups – Focus groups are a great way to gather qualitative feedback about your current employee experience and possible future state. The number of focus groups you conduct will vary for each organization. In determining where to gain input, think about who can deliver diverse opinions that represent the broad makeup of your organization. Input can come from those in various levels of management, different departments or even different ages and ethnic groups. The possibilities are endless but focus groups should reflect opinions across your organization.
4. Execute an employee survey – To gather more quantitative employee data, a survey to all or a group of employees can help gain a collective understanding of how employees view the company. A survey can be as simple as adding a few questions to an automated employee check-in or sending a five-minute questionnaire via email. Or it can be a standalone assessment that includes multiple questions for a more in-depth look.
5. Conduct competitor analysis – We also recommend reviewing the EVP of several competitors. This includes looking at the organization’s career website, social media and Glassdoor/Indeed presence as well as other materials. The organizations should be a mix of traditional competitors or those that compete with you in attracting the same talent pool. Knowing how your competitors come to market in engaging prospective employees can help you differentiate your strategy.
In today’s competitive job market, an EVP makes your organization stand out in a chorus of job postings promising to meet the demands of today’s workforce. Your EVP provides a way for you to send a clear message to job seekers and your employees about how they will be treated and what they can gain from employment at your organization.
Ready to talk about how your organization can improve its EVP? Send me an email, and let’s connect.
