Allow me a cynical moment or seven.
What is an employee value proposition?
The obvious answer is that your EVP is a distillation of what your company offers to employees. It’s the value to themselves a candidate can expect if they join. Every brand is a promise, so your EVP is the promise you make strangers to encourage them to apply and accept a job offer.
But (as I am being cynical here), let’s look at how much EVPs are created: Interviews, audits, competitive analysis, external and internal data, visions of the future, certainly. Regardless of agency or practitioner, those things are the recipe to an EVP.
But what I’m interested in is the part after that. The part where all that information goes into a hole for a few weeks of… well… its not always clear what happens here, is it? The goal is to come up with something that sets your company apart and helps the candidate understand what you offer. All that info gets boiled down into a few simple ideas that are then wordsmithed to within an inch of their life, polished and buffed until they shine like the top of the Chrystler Building with every syllable vetted like a treaty between warring nations. A million words and phrases are proffered to capture the magical essence of the company only to be rejected: not connecting to the talent audience, too controversial, not authentic enough, not strong enough, not giving leeway for the vagaries of the market, etc.
In the end, you end up with something that has the authenticity of a pre-written politician’s apology. Your job is to describe what this amazing company offers and you end up with something that has the poetry of the warrentee that came with your last pair of sneakers.
Why is that?