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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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.

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

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See how all the steps you need to take come together, with tools and advice to help with each task on your list.

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Get to Action

  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 Implementation icon Guided Implementation

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

Module 1: Develop a Strong EVP to Attract Top Talent

The Purpose

  • Collect data from key stakeholders to accurately describe the employee experience.
  • Develop an accurate and engaging 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.
  • Defined project goals and metrics
1.2 Create a timeline and key milestones for your EVP and employer brand project.
  • Defined timeline and stakeholder involvement
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.
  • Documented employee reactions to the EVP draft 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.
  • Revised the EVP positioning statement
1.7 Conduct a competitor analysis to determine where your EVP’s competitive advantage is.
  • Completed a competitor analysis

Module 2: Road-Test and Launch the EVP

The Purpose

  • Validate the EVP with internal and external audiences.
  • Align HR policies and practices internally with the EVP.
  • Develop a targeted marketing plan to promote the EVP internally and externally.

Key Benefits Achieved

  • The EVP is validated with internal and external focus groups.
  • The EVP is consistent and aligned to HR policies and programs.
  • Internal and external marketing & communication strategies defined.

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.
  • Evaluated internal alignment with the final EVP
2.4 Develop a prioritized remediation plan to address the identified inconsistencies.
  • Created a remediation plan to address inconsistencies
2.5 Map out your marketing timeline to promote success and increase your return on investment.
  • Created a marketing timeline
2.6 Revisit your internal marketing strategies to ensure there is active employee involvement.
  • Finalized the desired internal marketing strategies
2.7 Revisit your external marketing strategies to ensure you are differentiating yourself from competitors.
  • Finalized the desired external marketing strategies
2.8 Brainstorm communication messages and tactics.
  • Crafted the communication messages

Workshop Icon 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 road map in place to complete your project successfully.

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Updated

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

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