Whether you’ve harnessed the power of your employee value proposition or not, your EVP already exists. It is comprised of the unique set of associations, values and offerings experienced by the people within your organization. In other words, it’s the foundation for your employer brand strategy – and in order to create a successful and sustainable employer brand, your employee value proposition must be brought to light and cultivated. Moreover, that EVP needs to be distinctive.
A common theme we discuss in our work is brand differentiation. Think about your workplace culture. Set the ping pong table and free snacks aside. What truly differentiates the employment experience within your organization? If the high points of your EVP are easily duplicated, you have not created any competitive advantage as an employer. But more importantly, you aren’t telling the real story. When you focus on the unique and distinctive aspects of workplace culture that truly differentiate your particular workplace from competitors and make you an attractive and desirable place to work for current employees and external talent, you have a compelling story to share.
A strong brand is built from the inside out, therefore authenticity counts when it comes to your EVP. It is imperative to take an employee-centric approach. We know that internal research is critical to telling your authentic brand story, but it cannot exist in a vacuum. Benchmark your EVP against your competitors with a goal to gain insight into what makes you different. Chances are that your competitors also have a ping pong table. Take a closer look.
The power of your EVP emerges when you uncover the unique advantages, core beliefs and emotional connections that honestly and truthfully reflect what people experience inside your workplace. Make sure your EVP expresses the distinctive features that make your organization special. That’s a narrative your people will engage with, and one that external talent will be interested to learn more about.
