The central purpose of an employee value proposition (EVP) is for our organisation to clearly articulate our core tenet of service to the dignity and wellbeing of our people, community, and planet.
A conscientious Employee Value Proposition summarises what our organisation stands for, what we offer as an employer, and what we require of our people in return.
An EVP is a value exchange – highlighting the benefits, strengths, and opportunities we offer, along with the performance and behavioral expectations people need to embrace to thrive at our organisation.
A human centred EVP can help organisations to attract and retain high quality talent, improve employee satisfaction, and power engagement.
According to LinkedIn, 75% of job seekers consider an employers’ brand before applying for a job. When organisations have a strong, consistent global employer brand, employee turnover can be reduced by up to 28%.
A thriving EVP is systemic and holistic, focusing on the career, life, and growth experiences that our organisation offers employees.
It highlights initiatives in the areas of Benefits & Reward; Diversity, Equity, Inclusion, and Belonging; Learning, Development, and Upskilling; Culture Enlivenment; and Holistic Wellbeing.
Today, an increasing number of high performing professionals are specifically looking to work in organisations that are aligned with their social equality and climate action values. They are looking at our careers website for information about our CSR initiatives.
This means that organisations who are not currently living true to their social and environmental responsibilities, or clearly communicating sustainable commitments to social and climate justice, are missing the full picture on what will attract strong talent to them.
Before you begin to create an EVP activation plan:
- Ensure the original impulse of your organisation is genuinely in service to your people, community and the environment.
- Amplify your ambition for environmental and social responsibility.
- Start with creating a listening strategy, and invite the voices of your employees to share what social and environmental issues matter to them. Welcome innovation. Forward thinking organisations empower a culture of co-creative changemaking.
- Work cross-functionally with your brand, employee experience, people and culture, and communications team to lead the EVP definition project in a way that is right for your unique organisation.
The best people want to work for organisations that reverberate with their values.
The accuracy and authenticity of your EVP is key to ensuring there is harmony between your external and internal components. Your EVP needs to be present moment, and inspiring – not aspirational. If there is a disonance between what you communicate externally, and the reality of working at your organisation, this would negatively impact your brand integrity.
An effective EVP will foster greater brand attachment, loyalty and positive brand associations. Transparent organisations that invite employees to have their say in their CSR initiatives foster a culture of greater trust, shared purpose, and innovation.
Employees are also far more likely to innately want to support you to activate your EVP when they have a say in co-creating it.