Employee Value Proposition

How Creating an Employee Value Proposition Builds Employer Branding

What is an Employee Value Proposition?

The Employee Value Proposition is the equivalent of the mission statement, only it relates to the culture in the company that employees can expect. It clearly defines what an employee will receive in return for working at the company.

It is not as simple as writing out the salary, vacation days, or health insurance benefits. The EVP should dive deeper into who your company IS. It should come from what the employees see and feel on a day to day basis.

While this does include salary and vacation days, it also should communicate all of the benefits an employee will see. This may range from free coffee to gym memberships to environment friendly company values to engaging colleagues. CEB (now Gartner) separates it into five key categories: rewards, work, organization, opportunity and people. 

The EVP is the building blocks for a more successful and happier workforce.

Why Create an Employee Value Proposition?

Just like the mission statement for a company, the EVP sets an expectation for the way employees should act and how they will be treated in return. Every company has a unique atmosphere. This is the opportunity to tell any potential employees what they could look forward to if they joined the team!

A clear EVP attracts talent that has similar desires and attitudes that the company already nurtures.  It creates the building blocks for engagement, accountability and motivation in all employees.

When the employees live the Employee Value Proposition, they attract other people who fit the same values. This creates a happier, more productive work force. 

How to create an Employee Value Proposition

Always start at the source – the employees. Building an EVP will take both internal and external research. Ask the employees what excites them about the work they are doing and the environment they work in. Understand what they wish could be better. Every business is different, and so are the people who work in it. The EVP should be a mix of both what the company currently is, and what it aspires to be every day.

ThisisHome breaks it down into two parts.  

“When communicating your EVP think of it as:

  • 70% grounded in reality
  • 30% grounded in aspiration – you at your best

It’s recognizably you, but on your best day.”

The Employee Value Proposition should be written down, clearly articulated to current and future employees, and continually measured. While monitoring the propositions, it creates the opportunity to change or modify anything that doesn’t fit the culture of the company or with the mission of the overall corporation.

After continually monitoring and measuring the EVP, it will become apparent what values truly embrace the culture and make the company unique. These values can then be used to help build or grow the employer brand.

Employee Value Proposition and Employer Branding

The EVP is a great foundation for building an Employer Brand. Since the EVP clearly breaks down what employees can expect, the employer brand can expand and show all of the points. It is one thing to say that the employee can expect educational advancement opportunities, and another to say that employees can receive tuition coverage for courses that further develop their skills.  

How could this be even better? Show it.

The Employee Value Proposition is a blueprint for the possible stories.Click To Tweet Stories, photos, or videos are a more engaging, memorable and descriptive way of sharing what makes the company special.

Back to the education example, it is a good thing to say that employees can receive tuition coverage for courses that further develop their skills. It is even better to share a story of an employee who is moving up through the company due to the degree he or she received from the support from the company.

Once the employer brand stands strong, the Employee Value Proposition does not need to be written out for all potential candidates to see. Now, the employer brand showcases it. As the company grows and changes, the EVP should be updated and the employer brand should follow suit.

Four Companies with Clear EVPs in their Employer Branding efforts:

1. CSL Behring

We offer Promising FUTURES. Find yours here.

Whether you are becoming an expert in your niche, moving across, or upward in the organization, we believe our people can enjoy Promising FUTURES where they fulfill their individual career aspirations and are inspired by our purpose-driven company and values-based culture.”

CSL Behring doesn’t go in depth about the benefits an employee will find, but does list out things potential employees can expect. Remember the education example? CSL Behring focuses their EVP and employer branding efforts on learning opportunities through every career stage and position! On the next page, Discover Our People, CSL employees share their stories and pride in their work. Through these stories, CSL Behring makes an emotional connection with any potential applicant.

2. Amazon

“The perks of being an Amazon employee don’t stop at collaborating with great people on exciting and innovative projects. We also offer a full range of benefits that support you and eligible family members, including domestic partners and their children. These benefits include health care coverage, ways to save for the future, and other resources to improve your well-being.”

Amazon’s Benefits page has a clearly defined list of benefits, making it easy for potential applicants to understand what they can receive. There are videos and employee stories throughout the pages that explain the programs and share real employee experiences.

Here is one of their videos on parental leave benefits: 

3. L’Oreal

Making L’Oréal a great place for everyone, everywhere

While the rewards vary from region to region, creating the flexibility to adapt to different expectations, requirements and ways of life, here’s a snapshot of some of the benefits we offer.”

L’Oreal is one of the companies that breaks up their EVP onto multiple pages. Their categories are ‘Grow with Us,’ ‘How we Care,’ ‘Do Good Feel Good,’ and ‘Work Around the World.’ If there was an award for most descriptive, L’Oreal should win. The benefit descriptions paint a picture, and provide an actual picture, to make those distinctive, perfect-fitting employees excited about the company.  

4. General Electric

Big Company Opportunities. Small Business Community.

At GE, we keep our legacy in motion by living our core beliefs. We act. We learn. We get better. We are never satisfied with being satisfied and we constantly insist on being more tomorrow than we are today. Some companies are retreating – we are moving our culture and our opportunities forward to embrace the digital industrial future.”

General Electric is another company that breaks up their EVP. While they do not clearly state the benefits that they offer, they share them through the stories of current employees. This blog is filled with all kinds of stories that the employees wanted to share. To build their company and employer brand, in 2016 General Electric experimented with humor in their “What’s the Matter with Owen?” series.

The Employee Value Proposition takes time to develop the perfect message for your company, but will set the stage to develop a genuine employer brand, too. Which ultimately brings in happier, more engaged employees!