Employer Value Proposition
The employer value proposition (EVP) is a company’s unique promise as an employer that attracts skilled workers and promotes employee retention. It is an indispensable tool for establishing oneself as a top employer in the long term.
EMPLOYER VALUE PROPOSITION
It builds on strengths and unique selling points.
Why is the employer value proposition important?
The employer value proposition (EVP) is a central component of employer branding, describing the promise that a company makes to its employees across all sites as an employer. It is the tailor-made message that highlights the uniqueness of the company as a B2B brand as well as an employer and increases employee motivation. In industrial companies and international B2B markets, the EVP plays a particularly important role, as competition for talented professionals is intense and an attractive employer proposition can be crucial. Developing a compelling EVP requires careful analysis and strategic planning.
These are the most important steps that we, as a branding agency, accompany in an advisory and moderating capacity in order to develop an individual employer value proposition for B2B companies:
- Internal analysis: The first step is to understand the strengths and special features of the company as an employer. This includes corporate culture, working conditions, development opportunities, social benefits and other aspects that influence employee retention.
- Target group analysis: An EVP must be tailored to the needs and expectations of the target group. In international B2B markets, there may be the same target groups, such as engineers, technicians or production, sales and service staff. However, cultural influences and expectations of an employer can vary internationally. Each target group in different locations may have specific requirements of an employer that must be taken into account.
- Competitive analysis: In order to stand out from other employers, it is important to position the EVP in comparison to competitors in order to set yourself apart. The question is: What makes your own company unique and attractive to potential employees in comparison to the competition?
- Formulating the EVP: The EVP must be formulated clearly and concisely. It should avoid empty phrases and platitudes. Instead, it must encompass the essential aspects of the employer’s offering and appeal to the target group. And it must be closely linked to the brand identity, brand values and brand positioning. The employer value proposition is part of the same B2B company, the same industry brand, even if it mainly addresses different target groups.
- Communication: The EVP must be communicated internally and externally. All relevant stakeholders, such as employees, managers, applicants and the public, should recognise the EVP and draw positive conclusions from it.
How is an employer value proposition (EVP) built up?
The EVP builds on the strengths and unique selling points of the company as an employer. That is why it is important for us as a brand consultancy and branding agency to repeatedly highlight the connection between the EVP and brand strategy, brand identity, and brand positioning. Employer branding and the employer value proposition are derived from the fundamental corporate and brand strategy.
The EVP can include various elements that make the employer proposition attractive. On the one hand, there is the corporate culture, which can be highlighted and characterized by cohesion, innovation, diversity, or other values. Then there are the development opportunities. Offering training and career development can be an important part of the EPP to attract professionals looking for long-term perspectives. Working conditions play a role depending on the type of work, the country, and the culture. Flexible working hours and modern working time models, remote work options, or special benefits can be highlighted in the EVP. And then there is the international orientation. In international B2B markets, the global orientation of the company and international career opportunities can be very important and play a role in attracting and retaining specialists and talented young professionals.
Introducing the employer value proposition (EVP)
The introduction of an EVP requires a clear strategy and close cooperation between the HR department, corporate communications and management. Here are some steps from our experience as a branding agency to introduce an EVP in a company:
- Internal communication: Once an employer value proposition has been developed or an existing one updated, employees must of course be informed. An internal campaign helps to raise awareness of the employer’s offering. After all, satisfied employees are the best brand ambassadors.
- Integration into HR processes: The central aspects of the EVP must be integrated into all relevant HR processes, from recruitment to employee development.
- External communication: The EVP is also part of external communication. It provides the content to inform applicants and the public about the attractive employer offering. And it is the promise by which the employer brand must be measured.
- Measurement and feedback: The impact of the employer value proposition must be measured and evaluated regularly. Employee and applicant surveys help to gather feedback and continuously improve the EVP.
Brand identity, employer value proposition, and employer brand
Applicants are increasingly placing value on a company’s reputation as an employer. That is why both the EVP and the employer brand’s appearance are of crucial importance. If B2B companies live up to their EVP and keep the promises they have made to employees, this strengthens commitment and trust in the employer. In addition, current employees become the best possible ambassadors for the company. As a branding agency, we accompany these processes.
Why you need an employer value proposition
In industrial companies and international B2B markets, the war for talent is a critical success factor. A compelling EVP serves as a powerful tool for positioning your company as an employer of choice so as to attract the best talent. A clear EVP boosts employee satisfaction, increases retention, and reduces turnover. It also helps to promote the company’s culture and strengthen the company’s image as an employer. An EVP is thus an indispensable tool for establishing a company as a top employer in the industry and in international B2B markets for the long term.
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