Employee value proposition: employer brand taking shape

The starting point for your employer brand is the employee value proposition (EVP). The EVP defines what employees get from working for your organisation and what they give in return – the ‘employment deal’.

The ‘get’ encompasses every aspect of the employment experience, from your mission, values and culture, to the kind of work, training and career development opportunities you offer, to all the pay and benefits that make up your total reward package. The ‘give’ encompasses what you want from your employees including the skills they should provide, their attitude to their work and how you expect them to behave.

The EVP thus enables you to define what’s important to you and hence differentiate your organisation from competitors in the job market. In turn, a clearly articulated EVP helps employees to judge what they can achieve by continuing to work for your organisation and develop an emotional bond with what you want to achieve and what your organisation stands for, all of which lead to a better understanding of the value of staying.

The employer brand translates the ‘deal’ set out in the EVP into a clear ! and lasting impression of what it’s like to work for your organisation.

If the EVP could be likened to the design, engineering and component parts that come together to make a car, the employer brand would be likened to the image and driving experience of the vehicle.

The communication of the employer brand goes far beyond recruitment advertising campaigns as the employer brand shapes perceptions across society as a whole, rather than just immediate candidates. This broader scope is important in attracting the right people over the longer term – establishing your organisation as an employer that students would want to work for when they graduate, for example. The right image would also improve your ability to target specific people who are working for competitors or even in other sectors, but may not be actively seeking a change of employer or might not have considered your organisation.