You have developed and launched your EVP, now what? The next challenge is getting your employees talking about the employment brand. It’s a combination of empowering employees with tools and resources to talk about their experience, while also developing talent strategies that are anchored in the EVP.

Employer Brand managers will achieve long-term impact on the business if they use a prominent and consistent approach to EVP messaging. It is this consistency that fosters awareness and loyalty and shapes the evolution of the workplace culture.

Think about how you can integrate the EVP into the way you attract, retain, and develop employees. Here are some strategies to consider:

1. Attracting Talent: Use the EVP to update your company LinkedIn page, career site, and job descriptions. You may also want to consider how your content on social media platforms is reflecting your EVP through visuals and employee stories. Ensure that your job descriptions and hiring process also reflect your EVP.

Questions to ask regarding the EVP touchpoints in the candidate experience.

• Do candidates see the EVP after they apply?
• How does the employer brand show up when you reach out to interview them?
• Do hiring managers have the tools to speak consistently to candidates about your EVP and differentiators?
• What communications are sent to candidates after they apply to a job, get invited to interview, complete an interview?
• Is the EVP reinforced in the offer communications and experience?
• Is it shared respectfully when a candidate is declined?
• Can you integrate an employer brand video story into the candidate experience?
• Is there a welcome package sent out with the employer brand messaging before day one?

2. Retention: Establish metrics and evaluation methods to measure the impact of the EVP on employee engagement, retention rates, productivity, and other performance indicators. Use the data to refine the EVP and make necessary adjustments. Consider the moments that matter in the employee experience and think of opportunities to change the way you onboard, manage performance, and reward your employees.

Questions to ask regarding the EVP touchpoints in the employee experience.

• Have you given your leaders and managers company wide the EVP awareness, playbooks, communications and tools to keep the EVP top of mind with your employees?
• Do you frequently feature EVP and employee storytelling in internal communications, newsletters and events?
• Do you check in to see how top of mind the EVP is with your teams, or does it just sit on your external facing recruitment platforms?
• Is there a way to integrate your Employer Brand and EVP into the way you run team meetings or town halls?
• Are you rewarding, promoting and giving public recognition in a way that aligns with your EVP?
• Have you identified employee ambassadors for your culture/EVP?

3. Development: Provide training and development opportunities for managers to help them understand and promote the EVP. It is especially important for senior leadership to model the EVP. Managers have the greatest influence over the employee experience, so ensure they communicate the EVP to their team members, recognize the unique talents and contributions of each employee, and create an environment that fosters the core pillars of the EVP.

• Do you offer development opportunities that align with your EVP?
• This can include training programs, mentoring, and opportunities for advancement within the company.
• Does your EVP show up in internal job and career marketing?
• Do you measure and recognize managers for the way they communicate and deliver these company commitments?

Conclusion:

Developing an EVP and integrating it into the culture of your organization can have a significant impact on the success of your business. To do so the story must be told and experienced consistently.

A strong EVP will attract and retain top talent, increase employee engagement, and improve overall performance. To create an effective EVP, it is important to involve employees, external talent and leadership in the process and align employee experiences, and HR practices with the EVP.

By following these tips and integrating the EVP into your company culture, you can create a compelling and award-winning employer brand that motivates and engages your employees. Remember that developing an EVP is an ongoing process that requires ongoing effort and attention, but the rewards in terms of employee engagement, retention, and overall company success are well worth it.

If you have questions or need any support with building, activating or refining your employer brand, we’re here to help.

Blog Authors:

Alex Meers
Director Employer Brand and Culture

Thomas Reneau
Director Employer Brand and Culture

About Us

Blu Ivy Group is a global leader in employer branding, organizational culture, and recruitment marketing. We help organizations across the private, public, and not-for-profit sectors build extraordinary employee experiences, magnetic employer brands, and high-performance cultures.

From C-Suite to Employer Brand and Talent Acquisition leadership, we partner with our clients to transform their organizations and design the most compelling workplaces of the future.

For inquiries, please contact sparker@bluivygroup.com.