An employee value proposition (EVP) is the package of benefits, perks and compensation a business promises to its employees. Not only is this essential for attracting and retaining top talent, but it can also serve as an effective strategy in differentiating your business from competitors.
EVPs are an essential aspect of creating an employer brand, yet many businesses lack clarity around what that entails. That is why it is essential to take time out to understand your EVP and how it applies to you.
To define your EVP, conduct research into what makes your company unique. This could involve reviewing employee surveys, focus groups and exit interviews as well as feedback from current and former employees.
Next, identify your core values and how these align with the goals of your business. Doing this will give you a clear indication of what qualities you wish to attract and retain in both current and future employees.
Once your core values are clearly established, it’s time to craft an Employee Value Proposition (EVP) that appeals to potential employees. Your EVP should be tailored specifically for your business’s requirements and highlight the unique aspects of working for you that set you apart from other companies.
Your Employee Value Proposition (EVP) should be communicated to potential employees through various methods, such as job descriptions and company websites; interview processes, job offer letters and social media posts. Having an effective EVP in place will help you attract top candidates and reduce hiring expenses.
A strong Executive Summary can make all the difference when selecting candidates, so it’s essential to devote time and energy into crafting one. However, it is also essential to avoid some common errors when compiling your EVP.
1. Don’t Focus on Remuneration
Compensation is an important factor when selecting which companies to work for, but it shouldn’t be the sole driver of attraction and retention. Many businesses find that offering generous salaries alone aren’t enough to attract talented and motivated employees. Instead, a strong employee value proposition needs to address non-financial benefits as well as other elements which are harder for competitors to replicate.
2. Avoid Being Aspirational
It is important to remember that an excellent EVP shouldn’t be set as a goal or expectation for employees during their tenure. Instead, use it as an opportunity to show them how you will support their career objectives and enhance lives within your organisation.
3. Resist the Crowd
While many employers recognize the need to build their employer brand in order to attract and retain top talent, many lack an effective plan for showcasing this information. That is why HR leaders must be at the forefront of asserting, clarifying and strengthening their employer’s value proposition.
An effective employee value proposition can make all the difference when it comes to attracting and keeping top talent in today’s highly competitive job market. Not only does it reduce recruitment costs, but it also helps you retain employees who are likely to stay with your business long term.