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Develop a Strong EVP to Attract Top Talent

Develop an accurate, aligned, and aspirational EVP to reinforce your talent management strategy and differentiate yourself from key competitors.

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Contributors

  • Auleen Carson, Owner and President, Envision Management; Lecturer, Wilfrid Laurier University
  • Bianca New, Human Resources Consultant, Olympus Australia/New Zealand
  • Diane Haugen, VP Talent Development/Human Resources
  • Jennifer Heikamp, Lead of Workforce Planning & Organizational Development, York Region
  • M. H. “Chip” Smith, SPHR, HR Director, Scientific Drilling International
  • Marion Schuddinh, HR Executive
  • Melissa Armistead, President, ASH Talent Solutions
  • Roshan Rawal, HR Manager, Indusa
  • Sandra Reder, President, Vertical Bridge Corporate Consulting
  • Susan Owen, VP Human Resources, Dyno Nobel APAC

Your Challenge

  • Your organization’s reputation as an employer is critical to attracting and retaining top talent.
  • A strong employer brand is linked to lower recruitment costs, better organizational alignment, and increased employee engagement.
  • In the age of social media, opinions are communicated quickly and freely.
  • Organizations must actively manage their brand internally with current employees and externally with potential applicants to ensure the reputation they have represents the true employee experience.

Our Advice

Critical Insight

  • Creating a compelling employee value proposition (EVP) and employer brand is about honesty and transparency. Every organization has positives and negatives; rather than sugar-coating, focus on presenting a realistic picture of the employee experience to attract people with the right fit.
  • Tailor your communication style to your desired audience; by using a customized marketing strategy, you create a personal connection with the brand with a lasting impact.

Impact and Result

  • The first step is to create an accurate and engaging EVP as the foundation for your employer brand. If the EVP does not resonate with employees, you risk doing damage to your reputation both inside and outside the organization.
  • Highlight the unique features of your organization in the EVP to help differentiate yourself from competitors, support recruitment, and increase retention by emphasizing people-organization fit. The marketing department can help with the development of your promotional strategy to emphasize these features in an interesting and exciting way.
  • Aim to achieve alignment between the EVP, employer brand, and the corporate brand as your ultimate branding goal. The more aligned you are internally and externally, the better your word of mouth will be.

Research & Tools

1. Uncover the EVP

Identify project goals, milestones, and success metrics, and then create a draft of the EVP statement using data collected from key stakeholders.

2. Road-test the EVP

Validate the EVP with internal and external audiences.

3. Adopt the EVP

Align HR policies and programs with the finalized EVP.

4. Launch the EVP and employer brand

Develop a communication plan to promote the EVP and employer brand internally and externally.

Guided Implementations

This guided implementation is a five call advisory process.

Guided Implementation #1 - Uncover the EVP

Call #1 - Review HR’s role in creating the EVP and employer brand.
Call #2 - Gain advice on collecting data from multiple sources.

Guided Implementation #2 - Road-test the EVP

Call #1 - Discuss how to test the EVP with internal and external groups.

Guided Implementation #3 - Adopt the EVP

Call #1 - Gain advice on how to align HR policies and programs with the EVP.

Guided Implementation #4 - Launch the EVP and employer brand

Call #1 - Review the internal and external marketing strategies for promoting the EVP and employer brand.

Onsite Workshop

Discuss This Workshop

Book Your Workshop

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Clarify Project Goals and Develop an EVP

The Purpose

  • Collect data from key stakeholders to accurately describe the employee experience.
  • Develop an accurate and engaging employee value proposition (EVP).

Key Benefits Achieved

  • Project goals, success measures, and timeline established.
  • Unique features of the employee experience identified.
  • EVP is accurate and reflective of the employee experience.

Activities

Outputs

1.1

Establish project goals and success measures for your EVP and employer brand.

  • EVP Goal Setting Worksheet
1.2

Create a timeline and key milestones for your EVP and employer brand project.

  • Defined timeline, milestones, and stakeholder involvement required
1.3

Facilitate a discussion with executives to capture their perceptions of the EVP.

  • Drafted EVP statement based on executive perceptions
1.4

Conduct cross-functional focus groups to gather additional data from employees.

  • Gauged employee reactions to the drafted EVP statement
1.5

Review the data collected from executives, the engagement survey, focus groups, and interviews.

  • Reviewed the data collected to revise the overarching EVP statement
1.6

Create your EVP positioning statement.

  • EVP Statement Worksheet
1.7

Conduct a competitor analysis to determine where your EVP’s competitive advantage is.

  • Completed competitor analysis to refine the EVP

Module 2: Assess Alignment Between Your EVP Statements and Your Organization

The Purpose

  • Validate the EVP with internal and external audiences.
  • Align HR policies and practices internally with the EVP.

Key Benefits Achieved

  • The EVP is validated with internal and external focus groups.
  • The EVP is consistent and aligned to HR policies and programs.

Activities

Outputs

2.1

Validate your EVP statements using your internal focus group from the previous step.

  • Validated internal EVP criteria
2.2

Validate your EVP statements using external participants.

  • Validated external EVP criteria and finalized the EVP statement
2.3

Evaluate the alignment of your current HR policies and programs with the finalized EVP.

  • EVP Programs and Policies Assessment
2.4

Develop a prioritized remediation plan to address the identified inconsistencies.

  • Designed a prioritized remediation plan to address inconsistencies

Module 3: Create Promotional Strategies for Your EVP

The Purpose

  • Develop a targeted marketing plan to promote the EVP internally and externally.

Key Benefits Achieved

  • Internal and external marketing and communication strategies defined.

Activities

Outputs

3.1

Map out your marketing timeline to promote success and increase your return on investment.

  • Formed marketing timeline with constraints considered
3.2

Revisit your internal marketing strategies to ensure there is active employee involvement.

  • Finalized the desired internal marketing strategies
3.3

Revisit your external marketing strategies to ensure you are differentiating yourself from competitors.

  • Finalized the desired external marketing strategies
3.4

Brainstorm communication messages and tactics.

  • EVP and Employer Brand Promotion Plan

Search Code: 78485
Published: September 11, 2015
Last Revised: November 7, 2016