“If the reputation of a company’s products and services is its face, the talent brand is its heart and soul” Hank Stringer & Rusty Rueff
Consider your EVP as the bedrock of your employer brand… EVP is what you offer employees for their hard work. This extends far beyond salaries. Your EVP should include things like an innovative work environment, the chance to make a difference in your industry or to people’s lives, or that you invest in your people.
Every company is different. Your EVP will be different from your competitors and that’s a good thing. You want to attract talent by showing them why your business is unique and the benefits they will get from working with your brand, such as a great work-life balance and a sense of fulfilment from the work you do.
How Do You Decide On Your EVP?
You’re probably thinking that there are loads of great things about your company and ready to write a four-page essay for your EVP. Slow down. Your EVP should be a few sentences max – and you might not be the right person to write it.
An EVP is always better when it’s not written alone. Try having a brainstorming session with your team. Include employees from different departments of the business and work together to establish your EVP.
Basic questions you can ask include:
- What attracted you to our company?
- Why do you think your company is unique?
- What do you value most about working here?
- Why do you stay working here?
Other important topics you want to dig deeper into include:
- Is there anything noteworthy about your organisation’s development and retention plans?
- What makes your performance culture unique?
- What about your organisation and the work your team does helps them feel satisfied in their jobs?
Getting the words right…
Once you’ve completed your brainstorming and collated all of this data, you need to articulate your EVP.
Try to answer the question “why do people stay with our organisation” in a couple of short sentences in a way that will appeal to future employees too.
Here’s a great example of a well-articulated EVP from Canva:
“Sometimes the chance comes up to be part of something really special. Canva is making design amazingly simple for everyone, and the potential is limitless. We’re empowering people to design anything, and publish anywhere.”
And another example from UiPath:
“First, let’s cover the table stakes. Yes, you’ll get all the usual perks. But if you’re the rare creature we need, that’s not why you’re here. You’re here because you want to build the future. You’re here to free people from repetitive, boring jobs and have a blast in your job along the way. We’re growing faster than we expected and that’s humbling. This means you’ll grow fast too. And one day, you can say that you were there at the beginning.”
To Sum Up
Your EVP is a key tool in talent acquisition. It should entice the best candidates to apply for your job. As such, it’s important to highlight it on your careers page and in your job posting.
Take the time to get it right and include perspectives and feedback from different departments within your business. Once you’ve done this, its application is endless.
Want to learn more about how you can improve your website’s career site? Check out our FREE downloadable guide.