Employer Value Proposition: What is it and how to define it
If you’ve only just heard of “employer value proposition” or EVP for short, but you have no idea what it means then this is the article to read. We take a look at what EVP actually means, does, and how your organisation can craft one.
While the term itself is new in the HR world, the concept itself isn’t. So, what is it?
In essence an employer value proposition refers to the salary, benefits package, and compensation a business offers employees in return for their experience, skills, and contribution to the success of the organisation.
The definition of EVP is logical and straightforward, however lately there’s been a buzz surrounding it. There’s a clear emphasis on this notion nowadays because employers realised that an employer brand proposition is an essential piece that makes up a meaningful employer branding strategy.
Employer Branding: What Is It?
Employer branding is an extension of the corporate brand. All the notions that are embraced and included in the corporate brand is projected through the employer brand, but with the intention of offering employee value and attracting talent.
The need to retain and attract top talent has seen the role of HR departments change dramatically. While in the past they were a strictly administrative function, now it’s a focused marketing role. These new hiring trends haven’t just changed HR, but the recruitment industry as well.
Both recruitment and HR have now embraced marketing concepts to attract candidates, working in the same way as marketing and sales departments do. Employer branding must be genuine and consistent, running parallel with corporate branding. However unlike corporate branding, employer branding is marketed through different platforms such as your company’s careers page, job boards and social media.
EVP vs Employer Branding: The Difference
EVP is the value proposition that will convince job seekers to apply to a company and what keeps existing employees working there. It is created in such a way that fits the industry, aligns with corporate branding and appeals to the exact type of talent the company wants to attract and keep.
Marketing efforts can’t succeed without a value proposition, and the employer value proposition tells the outside world why they are an employer of choice. An EVP strategy needs to be centred around employees and kept up to date by constant interaction with staff members and external market research.
This is because your EVP can’t be a success if you don’t know what appeals and is desired by existing and potential team members. In contrast to employer branding which encompasses what your company is known for, EVP directly tells people the benefits you offer as an employer.
Designing an EVP: What To Consider
In order for your EVP to have the intended effect, it must be an honest reflection of the employee and candidate experience.
There is no point in creating a false impression because people will see through it quickly and word will get around on social media and review sites like Glassdoor. Employer brand damage is a tough one to rectify, so instead be transparent and honest from the start.
While EVP’s are unique to every business, there are seven key factors that you must address.
1. Salary and Compensation
Total compensation refers to salary and any further cash components that a business offers its employees. You must offer competitive salaries, reviews must be fair, and compensation structures should be flexible.
Your organisation needs to also be clear and standardized when it comes to bonus and commission structures across all departments. Sales, performance, or production targets must be laid out in writing and honoured if an employee hits them. A vital role in employee engagement and ultimately employee retention, is played by employee recognition.
Salary reviews based on performance appraisals are no longer enough as well. HR and line managers need to keep on top of ongoing valuations. Employees must be recognised for their efforts and their salaries adjusted accordingly.
2. Benefits
Individual benefits have different values to people, so this is something you should consider as a business. Give your employees flexible benefit options so they can pick and choose what adds values to their lives.
3. Rewards
Different from compensation and benefits, rewards acknowledge employees’ activities and deeds that benefit their team mates and the company. A great example is an employee referral program. Rewards can be in vouchers, holiday accommodation, cash, and paid time off. Once again, different rewards appeal to different people. Employee rewards are also usually accompanied by public recognition the company and sometimes even in industry publications
4. Culture
A healthy and productive workforce is essential to a thriving business. To achieve it organisations need their hires to be excellent cultural fits. All people are different, with varying morals, ideals and ideas surrounding what’s right and wrong. Therefore attracting candidates that align with your company culture is essential.
People who clash with, or have vastly different opinions to their colleagues and management will either be a disruptor, or they’ll simply leave. Trust and team spirit within a business are also defined by culture.
5. Career progression
An important aspect for most people is career progression. Having benefits such as on-the-job training and development, study sponsorship, mentoring, career counselling, and defined succession planning can be highly attractive to potential candidates.
6. Work Environment
A healthy and safe work environment is essential for just about everyone. Your employees want to know that they are heard, recognised, have defined roles, and that they are appreciated. A lot of people want autonomy, the chance to be innovative, and the chance to make a meaningful impact and contribution.
7. Vision
Very similar to company culture is your company’s vision. As with everything, people don’t have the same future plans and goals. That’s why it’s important for potential, future, and current talent to understand the company’s mission, values, and goals. People who share the same vision in life are more inclined to support one another and collaborate.
We hope we’ve answered your question. If you need help attracting the right Dynamics and Salesforce candidates why not get in touch with us? We’re experts in talent attraction. Find out more here.