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1、A Strategic Approach to an Employer Value Proposition(EVP)The key to a successful Employer BrandTable of ContentsThe Importance of a Clear and Effective EVPCase:Developing a new EVPCreating your EVP5 Tips for Strengthening your EVPGetting started with your EVPKey TakeawaysEVP ImplementationUniversum
2、s Consultancy Services Lets work together!2The Importance of a Clear and Effective EVPChapterAt the core of a brand,youll find the Employer Value Proposition(EVP).This is what defines the brands positioning and strategic direction.An effective EVP should reflect external demands,the internal reality
3、 and the strategic context,as well as the values and principles represented by your company.The EVP provides direction for all future talent communication,creating a more aligned and more consistent brand experience.The development of the EVP recognises the importance of external talent market insig
4、hts,along with internal insights about the perceived strengths as an employer.Did you know?The most common element in the EVPs of the most recent Worlds Most Attractive Employers(WMAE)report is inspiring purpose,and for small-to medium-sized employers,it is professional training and development.14Em
5、ployer Value Proposition(EVP)-Chapter 011.https:/ EVPChapterStrong brands build their positive associations through a consistent brand communication and experience.To achieve this,a brand needs to be crystal clear about what it stands for and the benefits it promises to deliver.They are founded on a
6、 proposition that defines the key benefits that will derive from their relationship with the brand.The Employer Value Proposition helps to provide a similarly consistent point of reference for everything that is said and done to promote a positive brand reputation and experience among the talent you
7、 wish to attract,engage and retain within your organisation.An EVP is like a three-legged chair;if one leg is removed,it wont stand.Employer Value Proposition(EVP)-Chapter 02Think of it like this:ExternalAttraction drivers,target group perception and competitive landscape InternalEngagement drivers,
8、employee perception and culture and personality LeadershipPurpose,values and talent strategyThe critical success factor in attracting,recruiting,and retaining talent lies in a data-led approach that considers all perspectives:6Getting started with your EVP ChapterEmployer Value Proposition(EVP)-Chap
9、ter 03It is crucial that your EVP is Attractive,Authentic,Strategic,and Distinctive.The main message here is:dont try to promote something you are not it simply will not work.It is important to realise that the behaviours from management,leaders and employees all impact the experience and shape of t
10、he companys Employer Brand and image.Once the EVP has been defined,it is important that everyone within the company is aligned with it.This is achieved by presenting it to your workforce and ensuring to track all progress and successes.So,what needs to be tracked?Attractivenessbe aware of how attrac
11、tive your brand is to target talent compared to the competitionBrand perception Gain valuable insights into associations with attributes defined in your EVP Conversionmeasure your success rate with target talent based on your performance Using these results,your company is then empowered with the in
12、formation to plan future communications for a global and/or localised approach.8Implementing Your EVP ChapterEmployer Value Proposition(EVP)-Chapter 0410The most effective EVPs and messaging platforms balance global consistency with local relevance.However,this is no easy feat to achieve and even fo
13、r brands with a global presence,the balancing act is still a major challenge.Companies will look to increase their focus on localisation and targeted communication rather than a brand consistence on a global scale.What is the reason for this?Well,budget is always a key factor,but localising is also
14、a considerable logistical challenge for many companies.The difficulty companies have is understanding what matters to whom in different locations.Without the necessary resources and intelligence,companies are unable to adapt their communications to effectively address the needs of various specific t
15、arget talent.Recent research found that companies that are part of the WMAE are not only localising to a particular country or region;they are also targeting communications to particular job functions.So,why are companies shifting to a more customised approach?It could be down to access to data beca
16、use as companies gain more insights into target talents preferences in an employer,they are able to tailor decisions and communications related to their EVPs,in order to reach out and engage with their intended audiences.Consider the employee experience when implementing the EVP process.The EVP tran
17、slates the strategic foundation into a relevant employment deal and answers questions about what a company can expect from the employer and vice versa.The following are key questions to ask yourself when defining a successful EVP:Gaining the answers to these questions will help you to realise the ch
18、allenges you face,but also how to grow through them for an improved internal and external perspective going forward.Why should people join us?Why should they stay?Why should they commit?Case:Developing a new EVP Chapter12Employer Value Proposition(EVP)-Chapter 05“Unleash your nature-Your nature is w
19、ho you are,Its the set of beliefs that drive how you do what you do,and what you want from life.And its the starting point for a career at FrieslandCampina.There,you can unleash your natural potential and stay true to who you are as we shape the future of dairy together.FrieslandCampinaThe project w
20、as facing several challenges connected to the ongoing business transformation process on the global level and the existence of many local Employer Branding initiatives.The successful Global EVP for FrieslandCampina was aimed at representing the essence of the company culture and the global diversity
21、 of the employees.Being relevant to&differentiated on the local talent markets,and being aligned with the companys future direction.Following the implementation of their Global EVP working alongside Universum,FrieslandCampina was selected as the winner for Best Employer Brand in the Netherlands by L
22、inkedIn Talent Awards.This recognition was considered a testament to all colleagues around the world who helped bringing the Employer Branding story Unleash Your Nature to live.To read this and other client success stories,click here Client Brief:Defining a global EVPThe objective of this project wa
23、s to define a global EVP that would guide all further Employer Branding initiatives,both internally and externally.5 Tips for Strengthening your EVP ChapterKnow what gives your company credible authenticity and the attributes that reflect your values.Define your employer brand in a consistent way ac
24、ross segments,but also adapt your narrative to be relative to specific audiences.Discover your attraction drivers as well as your engagement drivers to then develop the perception of your company and its culture.It may take some time but its truly worth it.Generating insights that are meaningful to
25、your company will not only benefit you going forward but will also help to address and solve possible employee issues.The behaviours from leaders and employees impact the experience and shape the brand and image of the organisation.Define your key benefits Balance consistency and relevance Analyse y
26、our external and internal perspectives Take the time to analyse findings from your data Think beyond communication Employer Value Proposition(EVP)-Chapter 0614Key takeaways ChapterUsing a data-driven approach to all your employer branding activities helps your company to consider the broader perspec
27、tives Employees are your best ambassadors to communicate your Employer Branding and EVP to reach and engage external stakeholdersCombining external and internal data allows for a 360 view of your brand16Employer Value Proposition(EVP)-Chapter 07Universums Consultancy ServicesLets work together!Chapt
28、erEmployer Value Proposition(EVP)-Chapter 08As an advisor to some of the worlds biggest employers and local players,we at Universum understand that the strategic foundation for your positioning is the Employer Value Proposition,which is why we help companies leverage tested and proven frameworks to
29、define,localise,update and validate employer branding strategies.We take into context the corporate nature of your business in order to explore critical questions about your employer brand such asWhy should customers consider you?What is consistent about your brands communications?Why should people
30、consider joining you?18Together,we create a well-defined EVP,and once this has happened,were confident that your company will feel empowered going forward to:Create brand consistency define your positioning and be able to align all communication Increase internal alignment define and align the candi
31、date and employee experienceLeverage to attract new talent have the confidence to tackle the attraction of new target segments Drive employee advocacyincrease internal identification and benefit from utilising employees as ambassadors Impact recruiting and business metrics-have a positive impact on
32、KPIs that critical for Human Resources(HR)and your companys business Employer Value Proposition(EVP)-Chapter 0819Employer Value Proposition(EVP)-Chapter 0820After defining your EVP,it will be summarized and presented in a comprehensive Employer Brand Guidebook.This guidebook not only provides your c
33、ompany with detailed descriptions of your values,quotes from focus groups and priorities for localizations,but it can also be used to educate the HR and Talent Acquisition community,as well as hiring managers.Our advisory solutions include:To find out more about how you can take your companys EVP to
34、 the next step,click here to find out more,Interviewing key stakeholders External talent market surveys(Universum Talent Survey)Focus groups with your employees The EVP Workshop Key assets to activate your brand and get in touch today!At Universum,your success is our number one priority.Contact us today to receive additional insights,tips,and knowledge on how to build a successful EVP and Employer Brand.Still eager to learn?Sign up for our newsletter to receive the latest research,insights,ebooks,and case studies!