Uncovering an employee value proposition isn’t just writing a laundry list of what your current employees like about working at your company. It involves careful collaboration with stakeholders internal and external to the organization to uncover an authentic, actionable EVP. Research and candid conversations with different people can reveal more accurate views about your company, while eliminating biases or assumptions that may have existed. The resulting EVP will be something that everyone in the organization can connect to, and be proud to promote through their work.
Take the time to gather the perspective of four key groups to come up with the unique set of values and benefits that attract and retain top talent within your company:
Do leaders across different functions value the same things as their employees? Do leaders know or share what their employees value? Leaders must believe in the EVP that is uncovered – they need to feel involved in finding the EVP, and that their thoughts are reflected as well. Leadership play a critical role in how successfully the EVP impacts engagement, productivity, ambassadorship, customer loyalty and corporate performance. Their impact on the strategic direction of the company will ensure that the EVP will be integrated into future actions, especially as they deliver messages associated with the EVP, and ensure that the values are present through their employees’ day to day roles.
What makes current employees want to come into work each day? The EVP represents your employee’s thoughts on their experience within your company. When identified carefully, the final EVP will be something that everyone can feel invested in. Review each step of the employee life cycle, and all employee touch points to look for characteristics that your employees value. Use focus groups or surveys to gather information and identify trends about your employee’s values, and keep them involved throughout the process of uncovering the EVP.
When clients and customers worked closely with your employees, what did they appreciate about their experiences? How did their experience with your employees differentiate from your competitors? What are the reasons that they would refer their friends and families to you? Review customer feedback, and perform an analysis of factors supporting your company’s competitive advantage. Taking an external view of your EVP removes some of the biases that may occur among internal employees. It ensures that an authentic view is presented to the public, reinforcing trust in your company.
Another external view into your company is to speak to the ideal candidates that you want to attract, and understand the values they expect from a career at your company. Gathering this information can involving holding a few focus groups, starting a discussion on social media, assessing questions asked about your company during networking events, and leveraging your interview process. The common values and attitudes demonstrated by successful candidates during their interview, and the reasons why candidates decline your offer can also reveal a lot about your EVP.
About Blu Ivy Group
Blu Ivy Group is a leading employer branding and employee engagement consultancy that aligns your organization with contemporary workplace paradigms. Blu Ivy Group’s mission is to help client’s build award-winning people practices, inspire extraordinary employee engagement, and cultivate unique and desirable workplaces. Blu Ivy Group provides integrated solutions in employer brand and engagement research, strategic consulting, employer brand integration, creative and talent communications.
Blu Ivy Group is a trusted partner to many of North America’s most respected employer brands. For more information, visit us online at bluivygroup.com or contact Stacy Parker at sparker@bluivygroup.com