An internet search for “employer branding” or “employer value proposition” yields pages and pages of search engine optimized content marketing articles from marketing agencies all sort of saying the same thing, EVP comes down to the unique policies, programs, rewards and benefits that you offer candidates.
Simply put, it’s why people would want to join your organization.
Having the privilege of Marian co-author this series helps avoid the internet content designed to ensnare clicks from Google to conversions rather than for informational purposes.
Many of these articles/listicles offer up some good example, but looking for a clear, defined articulation of EVP to present to our readers has been difficult - so Marian and I came up with a definition ourselves:
EVP is a carefully considered esoteric-but-quantified-from-data metric that gives tangible evidence as to what an employer offers an employee and why a prospective candidate would be compelled to join an organization based on an employer brand audit.
An EVP is a quantified and validated explanation of what the company’s “secret sauce” is and how employers express their experiences of the “secret sauce.”
The goal of establishing an EVP is not only to understand the opinion and realities of individuals’ experiences with an employer and share that information, but for brand accountability with validation in terms of what employers are claiming as EVP on job listings, career pages, and in interviews.
Poor examples of EVPs are:
- Unlimited free coffee and beer
- Open workspace
- “Every meeting feels like a party”
- Unlimited vacation
- “Not like the other companies”
- Market Appropriate Salary
Because of low-unemployment rates enjoyed by many countries, and the rise of skilled workers especially in the tech sector, job-seekers have the pick-of-the-litter when it comes to prospective employers.
*Disclaimer: both authors of this newsletter are members of the millennial generation.
Understanding a company’s own EVP is key to attracting top talent, as well as an opportunity to re-evaluate messaging and use the language aligned with current and perspective employees.
Workplace & employer review websites like Indeed, Glassdoor and LinkedIn act as tools in the both the employee’s and the employer’s tool box, as it offers (albeit not completely accurate or transparent) a perspective on how former and current employees rate their experiences associated with a company.
Read on to learn why EVP and the process of uncovering what it truly is that your company has to offer employees from their perspective and how to treat employees with the same consideration and obsession that has been offered to customers for years.