As an employee experience consultant, I see through contact with and research within companies how important it is to present yourself positively as an employer. Especially in this time of labor market tightness, when everyone is eager for new employees and wants to retain existing ones. I myself am fortunate to work at a company that does what it promises. And thus, in my view, has an edge over the competition. To be attractive and distinctive as an employer, one of the things you need is a clear Employee Value Proposition (EVP). What it is, what you can do with it and most importantly why it is so important, I’d like to tell you.
What is an Employee Value Proposition?
The EVP is the value proposition you have to offer as an organization. Or, in fact, the promise you make toward your current and future employees. This includes good working conditions and rewards, but also: atmosphere, vision, safe working conditions, shared goals and development opportunities. All in exchange for the value employees bring to the table, such as their knowledge, expertise and commitment. You want to be an organization where people like to apply and want to work. What is important here is that the EVP is strongly felt internally, so that it becomes part of your company’s DNA and your employees become your very best ambassadors.
Find out your employees’ wants and needs through internal research
Since corona, the labor market in the Netherlands looks different. Employees have different wants and needs. Working more online, commuting fewer miles, space for personal development opportunities, better work-life balance. To understand those wants and needs of employees and translate them into a strong EVP, internal research is an excellent tool. Ask why employees chose your organization, why they would recommend it to others or perhaps not. How do they see the ideal work-life balance? Why are they still working for you and what can you do that they will still be happy with you in a few years? Deploy this research widely and frequently within your organization, or have it done regularly and structurally by a specialist in the field.
“Ask why employees chose your organization, why they would recommend it to others or perhaps not?”
EVP: the basis for employer branding strategy
With the insights gained from the research, you can create your EVP. Keep this clear and concise. It gives you information about who you are as an employer and how to use the information to “entice” new employees and keep them on board. Your EVP thus becomes the foundation of your employer branding strategy. With this structured, planned approach, you strengthen your employer brand. You become more attractive and visible in the marketplace. What is important here, especially when it comes to your EVP, is that you tell the honest story. Don’t sugarcoat yourself. And keep the promises you make. Then employees see and notice that you are serious about your value proposition. That you listen to them, that you want the best for them and therefore for the customers. After all, employees who enjoy themselves and are comfortable in their own skin are more productive, have lower rates of absenteeism and are less likely to apply to another employer. Our employee experience surveys and white papers show that time and again.
“Your EVP is the foundation of your employer branding strategy. With this structured, planned approach, you strengthen your employer brand. You become more attractive and visible in the market.”
Communicate your EVP
I mentioned earlier that it is important for the Employee Value Proposition to be strongly felt and become part of your company’s DNA. It is not just a matter of communicating your EVP to the outside world, but also internally. Do this through social media, internal memos or internal meetings. Let them know what’s going on. Be transparent. Make known what you stand for. Explain and also make it clear that the EVP is an ongoing process that you can always adjust based on employees’ wants and needs. For some much-needed relaxation, do your employees want a table football game to make their lunch break somewhat sporty as well? Then see what options are available and honor such requests if they fit within your budget. This is how you create a culture in which everyone feels at home and good about themselves. We also pay attention to “fun” at Integron. We have our own bistro bar with table tennis table and a karaoke set! Employees who experience job happiness radiate that toward customers. Who in turn benefit from that!
“It’s not just a matter of communicating your EVP to the outside world, but also internally.”