In my previous article I talked about Employer Brand, for this article I wanted to dive into a key component that shapes it: the Employer Value Proposition (EVP).
A term I imagine you’re already well-versed in, but it’s difficult to talk about EB without digging into EVP - if EB is the “how”, EVP is the “what” and “why”.
Employer Value Proposition (EVP) is the essence of what you promise your employees. It's the unique reason(s) why someone should choose your company over others. It's not just about salary and benefits; it's the entire experience your company offers. Imagine your EVP as a golden thread that weaves through your entire hiring journey: it starts from the moment a candidate lays eyes on your job posting and accompanies them through the application process, interviews, offer stage, and beyond. It's not just a recruiting gimmick; it's a compass that guides both candidates and recruiters alike.
Carving out your company’s EVP isn't a solo endeavour: it requires participation from various departments. People & Talent teams typically take the lead, but Marketing, Senior Leadership, and existing employees all have a role to play.
Threading your EVP from initial touchpoints helps potential candidates envision themselves in your company. Highlight the challenges they'll conquer, the growth they'll experience, and the impact they'll make. It’s important to consider at the early recruiting stages, having your EVP defined allows candidates to make an informed choice about your hiring process: whether they screen themselves in or out. It differs from EB in that it’s the why behind the what and sets the tone for what's to come. During interviews, your EVP serves as a reference point. Talent teams can work with hiring managers to craft interview questions that align with your value proposition, allowing candidates to assess if there is a mutual fit. This alignment ensures that you're attracting people who resonate with your company culture and vision, enhancing the chances of a mutually beneficial relationship. Keeping value alignment focused on the wider business, rather than siloed by teams can be a useful tool to tackle bias in the interview process too: allowing for diversity within teams.
When you extend an offer, your EVP becomes the trump card. It's not just about the salary; it's about painting a vivid picture of the journey ahead. Candidates should already see themselves thriving in your environment. This makes the decision to accept your offer an emotional, value-driven one, not just a transactional agreement. We all know great talent in high-demand areas are likely to have multiple offers: having your EVP articulated and reinforced through each step of the candidate journey gives the candidate the best chance to choose your company for their next career move.
It’s important to ensure that to back up the promises made in your carefully designed hiring process, your onboarding carries on that mission. Employees are at their maximum level of engagement and excitement during their first few weeks and months in a role, and a confident, well designed onboarding experience that provides a calculated mix of learning and getting stuck in will support that enthusiasm and engagement long past the probation period. Those engaged candidates turn into employees who in turn hopefully evolve into the future leaders and cultural advocates in your company. That journey starts with the work you put into your EVP.
Ultimately living up to the promises made by employer branding is how a good EVP uplifts talent acquisition efforts and feeds into the success of the business.
Sophie Power, Community Manager at TTC and Talent Acquisition pro.