What is an Employer Value Proposition (EVP)?
The Employer Value Proposition (EVP) is the promise that a company makes to its employees – it is the overall value that employees can derive from their work experience at the company.
It’s not just about salary, but also about the working environment, corporate culture, career development opportunities, benefits and work-life balance.
A strong EVP reflects the values and vision of the company and communicates why it is worth working there.
The EPP includes:
- Culture and values: What principles shape the work environment? How is teamwork encouraged?
- Career and development opportunities: What training opportunities are available? How can employees progress in their career?
- Remuneration and benefits: What is offered to employees in addition to their salary? This includes, for example, health programs, flexible working hours or bonus payments.
- Job security and work-life balance: How does the company deal with the balance between work and private life?
Why is a strong EVP important?
Reason 1: Competitive advantage in recruitment
In times of skills shortages and high mobility in the labor market, a compelling EVP is a crucial factor in attracting talented employees.
A clear and attractive EVP speaks directly to potential candidates and helps companies stand out from the competition.
Reason 2: Employee retention and engagement
A well-crafted EVP helps employees identify with the company in the long term and feel connected to its goals and values.
This not only increases employee satisfaction, but also loyalty and commitment.
Reason 3: Positive employer image
A strong EVP promotes a positive image as an employer, which not only makes recruitment easier, but also strengthens the general public perception of the company.
Employees who agree with the EVP carry this positive image forward.
How do you develop a convincing EVP?
Step 1: Obtain employee feedback
The first step in developing an EVP is to gather feedback from current employees.
- What do they value about their job?
- What motivates them?
- What aspects would they like to see improved?
This helps to create authentic and relevant content for the EVP.
Step 2: Define values and corporate culture
The EPP should clearly reflect the values and culture of the company.
- What is important to the company?
- What principles are practiced in day-to-day work?
These values should be communicated both internally and externally.
Step 3: Market research and benchmarking
It is important to compare the EPP with those of other companies in the sector.
- What do competitors do well?
- What are the trends on the job market?
A thorough analysis helps the EVP to stand out from the crowd.
Step 4: Clear communication of the EPP
The EPP should be formulated clearly and concisely so that it can be easily communicated both internally and externally.
This can be done through the company website, social media channels, job advertisements and in communication with applicants.
Step 5: Continuous adaptation
An EPP is not a static element.
It should be regularly reviewed and adapted to the needs of employees and changes in the market.
This guarantees that the company always remains an attractive employer.
Conclusion
The employer value proposition is a crucial component of a successful employer brand.
It not only helps companies to attract talented employees, but also to retain and motivate existing employees.
A strong EVP reflects the values and culture of the company and clearly communicates what makes it unique.
By developing and regularly adapting an authentic and well-thought-out EVP, companies can position themselves as attractive employers and retain their employees in the long term.
