I need a new EVP and Employer Brand!
Are you shifting your employee value proposition (EVP) to support a change in your business? In a post-pandemic world are you re-evaluating how your employer brand needs to shift to attract candidates who may be looking for something new?
The business fall out of the pandemic might not be the only reason that your EVP is at the top of your ‘things I need to crack on with’ list. Common reasons we encounter when working with clients include:
- You’ve refreshed your brand and would like to align your brand on the inside with the refreshed brand on the outside.
- You’re going through significant transformation (aren’t we all?) and would like to be more purposeful and consistent in how you create the resulting employee experience.
- You have an uncomfortably high attrition rate, often in the first 6-12 months of tenure, which is usually indicative of a recruitment message which doesn’t square with the actual experience of working for your organisation.
- You’ve recently gone through a merger/acquisition and want to be clear to all employees what is expected and what they get in return; you’re looking for consistency and see this as an opportunity to do that.
- You have low employee engagement scores and there is a will in the business to do something about it.
- You’re not attracting the right candidates to come and work with you and want to be able to articulate more clearly what you offer and create the employee experience to which you aspire.
Some of these reasons are a simple shift of strategy to support a changing business (brand refresh, M&A, transformation). But some are the canaries in the mine, the warning flags that something is not working for your people, or that there is a disconnect (low engagement scores, high attrition, not attracting the right candidates).
Understanding whether you are addressing an underlying issue or simply refreshing your employer brand is important – it changes how you frame what you are doing.
Is it EVP or Employer Brand?
Let’s just answer that question. They are two sides of the same coin. Your employee value proposition (EVP) sets out the employee experience you promise and what you expect in return. Your employer brand is the fulfilment of that, through recruitment marketing, onboarding, learning and development, in short, all the employee touchpoints inside an organisation.
Getting all of that right sounds like a big task doesn’t it? Well, that’s where we come in because we’ve been building brands from the inside out for the last 40 years.
Using behavioural insights, research and thinking from across the brand, marketing, and HR worlds we develop employer brands that will attract and retain the talent you need.