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.
The following are the most important steps that we, as a branding agency, take in an advisory and moderating capacity to develop a unique employer value proposition for a B2B company:
- 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: A EVP must be tailored to the needs and expectations of the target group. In international B2B markets, the same target groups may exist, as engineers and technicians or production, sales, and service staff. But the cultural imprints and expectations of an employer can be different internationally. Each target group in different locations may have specific employer requirements that need to be taken into account.
- Competitive analysis: To stand out from other employers, it is important to position the EVP in comparison to competitors in order to differentiate. The question posed is: What makes one’s own company unique and attractive for potential employees compared to the competition?
- Formulation of the EVP: The EVP must be formulated clearly and concisely. It should do without empty words and generalities. Instead, it must cover the essential aspects of the employer’s offer and appeal to the target group. And it must have a close connection 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 other target groups.
- Communication: The EVP must be communicated internally and externally. All relevant stakeholders, such as employees, managers, job applicants, and the public, should recognize 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)
Introducing the EVP requires a clear strategy and close cooperation between HR, corporate communications, and management. Here are some steps from our experience as a branding agency to introduce EVP in the company:
- Internal communication: Once an employer value proposition has been developed for the first time or an existing one has been updated, employees naturally need to be informed. An internal campaign helps to raise awareness of the employer proposition. Satisfied employees are, after all, the best brand ambassadors.
- Integration into HR processes: The key aspects of EVP must be integrated into all relevant HR processes, starting with recruitment and ending with 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 offer. And it is the promise against 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 collect feedback and continuously improve the EVP.
Brand identity, employer value proposition, and employer brand
Job candidates increasingly value a company’s reputation as an employer. As a result, both EVP and the look and feel of the employer brand are critical. When B2B companies live up to their EVP and deliver on their promise made to employees, engagement and trust in the employer are built. In addition, current employees become the best possible ambassadors for the company. As a branding agency, we support 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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