What is an Employer Value Proposition and why do you need one?

One of the tools we use to sharpen your employer brand is formulating an Employer Value Proposition (EVP). This is simply the promise (s) you make to your people. What do you have to offer your future makers?

A promise quickly becomes meaningless if it does not meet certain conditions. A good promise:

◦ meets the wishes and needs of your people.
◦ is distinctive.
◦ is sustainable, you don't make a promise for a month.
◦ is credible

And the most important condition: you keep your promise!

Make it touch

Creating a good EVP is based on your brand strategy. Your brand personality and brand values must be tangible and reflected in your formulated promise.

You can't be everything to everyone

Next, knowledge of your target group is an absolute must. Dare to choose. What are the wishes and needs of your people and the talent you want to attract? Without these insights, it's impossible to develop an EVP that works for you.

Veni, vidi, vision

The combination of brand strategy and knowledge of the target group leads to a vision of a number of themes:

◦ Remuneration (salary, bonuses, development in remuneration, etc.)
◦ Benefits (vacation days, retirement, working from home, etc.)
◦ Career opportunities (career opportunities, training, coaching, etc.)
◦ Corporate culture (mission, values, atmosphere, team)

Focus, focus, focus

An EVP gives you better than anyone else direction in the choices you make when it comes to employer branding. Ultimately, the big goal is to fulfill your promises in order to recruit and retain talent. By recording your promises in black and white in an EVP, you can determine focus and set clear priorities within your HR and recruitment policy.

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Example 1: ETZ

A good example of a strong Employer Value Proposition comes from ETZ, a hospital in Tilburg and surroundings. Among other things, they were looking for new surgical assistants. An important feature of the ETZ is the fact that they have a regional caliber but with the latest equipment. By choosing this aspect as EVP and highlighting it extensively in communication, the hospital has been able to run a hugely successful recruitment campaign. In addition, they also noticed a significant increase in the level of pride of today's people.

Example 2: Starbucks

Starbucks has also thought carefully about the added value they offer to their employees: “Being a Starbucks partner means having the opportunity to be something more than an employee. The possibilities for you to grow as a person and grow your career are endless. To live the Starbucks mission and to be a leader. We offer the opportunity to connect to something bigger, and become the very best you can be. It's all here for you.” Growth is central to this value proposition, but you also feel the culture in the form of equality (Starbucks partner) and flexibility (endless possibilities).

Need First Aid with EVP?

Our creative team of branding specialists is happy to help you develop a strong, distinctive and appropriate EVP. Annemarieke is here to answer your questions: 013- 5450323.

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