Welcome to the first installment of our blog series dedicated to unpacking the transformative impact Employee Value Proposition (EVP) Activation can have on an organization, its culture, and business performance.

We’ll delve into EVP core concepts and why Activation matters to a thriving and engaged workplace culture that can attract today’s best talent. We’ll also dissect key elements, and show you examples of other companies having tangible, bottom-line results with their EVP Activation.

What Does EVP Activation Mean?

EVP Activation brings your EVP to life, both internally and externally. The process is not just about strategy and tactics – it should reflect a journey that has culminated in a deeper understanding of your employee values and work culture identity. The EVP is a living, breathing document created by people for people.

For it to be successfully activated, you need the right stakeholder engagement, a collective understanding, and cross-department alignment. The promise of your EVP should be lived and felt throughout your organization.

Internal deployment tactics can be as simple as refreshing key employee touchpoints, including internal communications, employee handbooks and portals with your EVP’s key messages. More complex examples include culture alignment and change management activities, leadership and workshops, implementing new policies, programs, and initiatives.

Externally, it can involve communicating and showcasing what sets your organization apart as an employer of choice, aligning with the aspirations and values of potential and current employees. This may include developing creative assets, recruitment marketing campaigns, refreshing candidate touchpoints, updating job posts, or even as complex as improving candidate experience, integrating technology, and more.

The common thread will be engaging storytelling that is original, people-focused, and values-driven, so that you are rallying current employees while capturing the mindshare of prospective talent.

Why EVP Activation Matters

Your EVP is not meant to be empty slogans or an ephemeral exercise in listening without action. To make a true impact, your EVP must be activated methodically and strategically but with a hefty dose of fun. Organizations that effectively activate their EVP enjoy bottom-line benefits such reduced turnover, decreased recruitment costs, higher productivity with increased employee engagement, plus much more.

Here are clear and tangible benefits to an authentic, well-defined EVP Activation:

• Attract and Retain Top Talent: Communicate the unique value proposition of working for your organization, enticing skilled professionals who align with your culture and values.
• Build a Strong Employer Brand: Distinguish: your organization as an employer of choice. A positive employer brand not only attracts top talent but also enhances reputation and credibility in the market, contributing to long-term success.
• Enhance Employee Engagement and Satisfaction: Foster a sense of belonging and purpose among employees. When employees understand how their contributions align with the organization’s mission and values, they are more engaged, motivated, and satisfied with their work.
• Impact Organizational Culture and Performance: Drive a culture of excellence and performance, so employees feel valued and connected. They are more likely to contribute their best efforts, leading to enhanced productivity, innovation, and overall business performance.

Key Elements of Effective EVP Activation

So what makes an EVP Activation successful? Here’s what the best activation strategies have in common:

• Identifying and Understanding Your Target Audience: Knowing the needs, preferences, and aspirations of your target talent demographic is crucial for crafting a compelling EVP that resonates.
• Aligning EVP with Organizational Goals and Values: Ensuring consistency and authenticity in messaging creates the added benefit of making EVP Activation a cross-organization effort with shared budget lines. This will help bring the EVP to life and drive the business forward.
• Measuring and Optimizing EVP Effectiveness: Consistent evaluation of your EVP allows for continuous improvement and optimization, ensuring it remains relevant and impactful in attracting and retaining talent.

Engage, Excite, Sustain

We built a framework “Engage, Excite, Sustain” to provide a strategic roadmap to implement not only the EVP’s launch but also its lasting impact. Having a structure and framework is crucial because it guides organizations through the complexities of strategy execution and helps them stay focused on their goals.

Engage: Cultivate Connection and Community

Effective employer branding begins with engaging prospective and current employees by showcasing the organization’s values, mission, and culture. Sephora SPARK Employee Ambassador Program is a great example aimed at empowering ambassadors to share their experiences and stories. It helps foster a sense of pride and engagement among employees, improve brand perception, and makes it an attractive employer for top talent.

Excite: Inspire Passion and Commitment

Excitement will ignite passion and commitment among employees. Belmond, renowned for its luxury hospitality, excites employees by offering unique opportunities for professional growth and personal development. From immersive training programs to opportunities for international placements, Belmond inspires its employees to pursue excellence in their roles, fostering a culture of innovation and continuous improvement that sets it apart as an employer of choice in the hospitality industry.

Sustain: Foster Growth and Well-being

Sustainability is vital for maintaining the momentum of an employer branding strategy over time. Four Seasons demonstrates this investing in the growth and happiness of its employees, ensuring that they feel valued and supported throughout their careers. This sustained focus on employee well-being contributes to high levels of employee satisfaction and retention, reinforcing their reputation as an employer that truly cares about its people.

Getting Started on EVP Activation

In conclusion, EVP Activation is not just an HR initiative; it’s a strategic imperative with far-reaching implications for organizational success. By investing in EVP Activation, organizations can attract top talent, build a strong employer brand, enhance employee engagement, and ultimately drive business performance.

Remember, EVP Activation is a collaborative effort that involves various stakeholders across the organization. By aligning HR efforts with Brand, Marketing, Communications, and other key departments, organizations can unlock the full potential of their EVP and propel their business forward.

Stay tuned for more insights and actionable strategies to unleash the power of EVP Activation.

Coming next: Activating Your EVP Internally.

Blog Contributor:

Thomas Reneau
Director, Employer Brand & Culture
Blu Ivy Group

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.

Connect with us today and let us help you transform your organization into a workplace that inspires your employees, leaders, customers, and shareholders.

Contact: sparker@bluivygroup.com
Visit: bluivygroup.com