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Every business has its unique strengths that make it a great place to work.
Your Employer Value Proposition (EVP) is a tool for communicating this to current and potential employees.
It encompasses what your organisation offers its employees in exchange for their time, skills, expertise and contributions.
For example:
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Compensation
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Benefits
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Work environment
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Culture
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Work arrangements
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Growth and development
But to ensure your EVP resonates with the right people, it must be carefully crafted, tailored and communicated effectively.
Here’s a step-by-step guide to help you refine, strengthen, and communicate your unique strengths as an employer.
1. Start with What You Already Offer
Your EVP is the sum of everything you offer to employees—compensation, benefits, culture, growth opportunities, and more.
The first step in improving your EVP is to assess what you currently have. Take stock of:
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Your compensation packages, benefits, and work-life balance offerings.
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The strength of your culture—does it reflect what employees in your sector value today?
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Opportunities for career development and how you support long-term growth.
Identifying your current strengths and areas for improvement is crucial to building a more compelling EVP.
2. Listen to Your Employees
Your employees’ perspectives are key to shaping an authentic EVP that resonates with the right talent. Gather feedback through surveys, focus groups and workshops, and regular check-ins to understand what your team values most. Consider asking questions such as:
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What benefits or perks are most important to you?
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How do you feel about the opportunities for growth and development?
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What would you improve about the company’s culture or support systems?
This feedback will help you bridge any gaps between perception and reality, ensuring your EVP meets employee needs and market expectations.
3. Tailor Your EVP for the Talent You Want to Attract
Not all candidates are looking for the same things. A junior analyst might value learning and career development, while a senior finance professional may value autonomy and leadership opportunities.
To attract the right talent, ask:
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Are they looking for career progression, work-life balance, or flexibility?
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How does your company meet these needs better than the competition?
A tailored EVP ensures that you attract candidates who are the best cultural and professional fit for your organisation.
4. Align Your EVP with Company Values
Your EVP should be an authentic reflection of your company’s mission, values, and culture. If you’re a company that values innovation, for example, your EVP should reflect opportunities for employees to explore new ideas and take risks.
If employees’ day-to-day experiences don’t align with the image you project, your EVP will fall flat. That’s why it’s crucial to deliver on your promises—internally and externally.
5. Communicate Your EVP Clearly and Consistently
Even the strongest EVP is ineffective if candidates and employees aren’t aware of it. A well-crafted EVP needs to be visible in every interaction with potential employees and clearly communicated to current employees.
Here are some ways to ensure your message reaches the right talent:
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Job adverts: Highlight your EVP in a way that’s clear and concise. Candidates should know what makes your company unique right from the start.
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Career pages & social media: Use these platforms to showcase your EVP through employee testimonials, company culture videos, and details about the benefits you offer.
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Internal communications: Your EVP should be front and centre for current employees. Use newsletters, town halls, and feedback sessions to reinforce what you offer and ensure employees are aware of the full range of benefits and opportunities.
A clear, consistent EVP not only attracts the right talent but also fosters loyalty and engagement among existing employees.
6. Measure, Adapt, and Evolve
An EVP isn’t set in stone. As your company grows and the market shifts, so should your EVP.
Regularly assess your EVP’s impact by tracking:
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Employee retention & engagement rates – Are employees staying longer and feeling more connected?
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Quality of applicants – Is your EVP attracting the right kind of talent?
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Market competitiveness – How does your offering compare to industry standards?
Use this data to refine your EVP over time, ensuring it remains relevant, compelling, and aligned with evolving workforce expectations.
Next Steps:
Your EVP is the foundation of your employer brand and the key to securing the right talent for your business.
If you’re ready to refine your EVP and take your hiring strategy to the next level, we are here to help.
Find out how we can help you stand out as an employer of choice. Contact us to get started!