Employee Value Proposition

Perhaps the biggest challenge for organisations is securing the inflow of talent to be ready for the future, especially when the inflow is far from constant. A relevant, authentic and distinctive employer brand is therefore crucial in attracting the right employees. A powerful tool for achieving a strong employer brand is an EVP, an Employee Value Proposition. Just as the positioning of a corporate brand guides the development of that brand and all its supporting activities, an EVP articulates the essence of what a company wants to stand for in the minds (and hearts) of candidates and employees. Therefore, an EVP is an essential first step in the development of an attractive employer brand. 

Talking to a variety of clients about EVPs, I find that different meanings are often given to this term. Especially when the concept of "positioning" is also around the corner. Let me therefore make an attempt to explain the connection and differences between these two concepts.

Difference and similarity
A well-thought-out EVP is one of the prerequisites for a successful employer branding strategy. You need to clearly understand that an EVP is not the same as brand positioning, another crucial component of employer branding. The positioning of an employer brand in labour market communication has everything to do with the perception of the brand in the minds of candidates and employees; its distinctiveness. The EVP provides the arguments that confirm or justify this image.

So the Employee Value Proposition is the unique collection of core characteristics and benefits that motivate candidates to apply to your company. So what is involved in developing an EVP? Actually, mainly elements that we also encounter when positioning a corporate brand:

• a clear strategic position (definition of the market, communication target groups, competition, etc.)
• factual insights, based on a deep understanding of candidates' and employees' needs and motivations
• an attractive (= relevant) and distinctive promise, underpinned by hard facts
• an integrated expression of the EVP in all external and internal touchpoints
• You could say that an EVP is a concise and clear summary of what typifies an organisation as an employer. You bring this to life in a way that both candidates and employees find irresistible.

A strong (consumer) brand often plays a decisive role in choosing an employer. This makes it all the more important for companies to also position their brand clearly and distinctively in the job market. A clear employer positioning then strengthens the overall perception of the brand. But without a strong consumer brand, how can companies position themselves as attractive employers? A brand positioning is usually based on (customer) insights, brand values, a value proposition and a brand promise. In order to motivate future and current employees, it is necessary to translate this brand positioning into an EVP, thus interpreting the brand values from the employee's point of view.

Conclusion
In summary, I then arrive at the following definitions of an Employee Value Proposition and positioning as part of employer branding:

1. Employee Value Proposition
The EVP describes the brand from the employee's perspective. In the formulation of the EVP, the (future) employee finds all the relevant and distinctive arguments to justify the choice of precisely this employer. In addition, an EVP is the basis for aligning all communications and offers with the employer branding strategy.

2. Positioning
Within an employer branding strategy, positioning a company or organisation as an above-average employer is aimed at managing perception and thus attracting the right employees.

Does your employer branding strategy already include an effective Employee Value Proposition?