EVP Best Practices and Case Studies

Common Pitfalls to Avoid in EVP Development

Even with the best intentions, organizations can stumble in their EVP development. Here are some common pitfalls to be aware of and strategies to avoid them:

1. Lack of Authenticity

One of the most dangerous pitfalls in EVP development is creating a proposition that doesn’t align with the actual employee experience.

The Pitfall: Crafting an EVP that paints an overly rosy or unrealistic picture of what it’s like to work at your organization.

How to Avoid It:

• Conduct thorough internal research, including employee surveys and focus groups, to understand the true employee experience.
• Involve employees from various levels and departments in the EVP development process.
• Regularly audit your EVP against the actual employee experience and make adjustments as necessary.

Example: A tech startup initially promoted an EVP centered around work-life balance and flexible hours. However, the reality was a high-pressure environment with long working hours. This disconnect led to high turnover and negative reviews on employer review sites. The company later revised its EVP to focus on the challenging but rewarding nature of the work, which better reflected the actual experience and attracted candidates who were prepared for the intense work environment.

2. One-Size-Fits-All Approach

Different demographic groups and job roles may be attracted to different aspects of your organization.

The Pitfall: Developing a single EVP message that fails to resonate with diverse talent pools.

How to Avoid It:

• Develop candidate personas for different target groups within your talent pool.
• Create a core EVP with flexible elements that can be emphasized differently for various audiences.
• Test your EVP messaging with diverse focus groups to ensure broad appeal.

Example: A global consumer goods company initially had a uniform EVP across all markets, emphasizing career advancement opportunities. They found this message resonated well with talent in developing markets but fell flat in more mature markets where work-life balance was a higher priority. The company revised its approach, maintaining career growth as a core EVP element but allowing regional teams to emphasize different aspects, such as work-life balance or social impact, based on local preferences.

3. Ignoring the Competition

Developing your EVP in a vacuum without considering what your competitors are offering can lead to a proposition that fails to differentiate your organization.

The Pitfall: Creating an EVP that doesn’t stand out in the competitive landscape.

How to Avoid It:

• Conduct thorough research on the EVPs of your main competitors for talent.
• Identify unique aspects of your employee experience that can serve as differentiators.
• Regularly benchmark your EVP against industry standards and competitor offerings.

Example: Several tech companies in Silicon Valley were promoting similar EVPs focused on innovative work and competitive compensation. One company differentiated itself by emphasizing its commitment to social impact, allowing employees to spend 20% of their time on socially beneficial projects. This unique aspect of their EVP helped them attract purpose-driven talent that might have otherwise been lured by bigger names in the industry.

4. Lack of Leadership Buy-In

Without strong support from leadership, an EVP risks becoming just another HR initiative rather than a core part of the organization’s strategy.

The Pitfall: Developing an EVP without securing buy-in and active support from senior leadership.

How to Avoid It:

• Involve leadership in the EVP development process from the beginning.
• Clearly communicate the business case for a strong EVP, linking it to key organizational objectives.
• Ensure leaders understand their role in living and promoting the EVP.

Example: A manufacturing company’s HR team developed a comprehensive EVP, but without strong leadership buy-in, it wasn’t consistently implemented across the organization. Some departments embraced it while others ignored it, leading to an inconsistent employee experience. After a change in leadership, the new CEO championed the EVP, making it a key part of the company’s strategy. This top-down support led to more consistent implementation and a stronger employer brand.

5. Neglecting to Evolve the EVP

The needs and expectations of the talent market evolve over time, and your EVP needs to evolve with them.

The Pitfall: Treating the EVP as a one-time effort rather than an ongoing process.

How to Avoid It:

• Establish regular review periods for your EVP, at least annually.
• Continuously gather feedback from employees and candidates about the relevance of your EVP.
• Stay attuned to industry trends and changes in the broader talent market that might necessitate EVP adjustments.

Example: A financial services firm had long emphasized job security and traditional career paths in its EVP. As they began to struggle to attract younger talent, they realized their EVP had become outdated. They revamped their proposition to highlight opportunities for innovation, continuous learning, and non-linear career growth, which better aligned with the expectations of emerging talent while still appealing to their traditional candidate pool.

Success Stories of Impactful EVPs

Examining successful EVPs can provide valuable insights and inspiration. Here are some noteworthy examples:

1. Airbnb: “Belong Anywhere”

Airbnb’s EVP extends its customer-facing brand promise to its employees, creating a powerful alignment between its consumer and employer brands.

Key Elements:

• Emphasis on diversity and inclusion
• Opportunities for global experiences (employees can work from any Airbnb location for up to 90 days a year)
• Focus on personal growth and development

Impact: Airbnb consistently ranks as one of the most desirable places to work, especially among millennials. Their unique approach to flexible work locations has been a significant differentiator in attracting global talent.

2. Salesforce: “Blaze Your Trail”

Salesforce’s EVP focuses on empowering employees to drive their own careers and make a positive impact.

Key Elements:

• Emphasis on continuous learning and development
• Strong focus on equality and diversity
• Commitment to giving back (1-1-1 philanthropic model)

Impact: Salesforce has been recognized as one of the best places to work for several years running. Their strong emphasis on values and giving back has helped them attract purpose-driven talent, contributing to their rapid growth and innovation.

3. Google: “Do Cool Things That Matter”

Google’s EVP centers around innovation, impact, and a unique work environment.

Key Elements:

• Opportunities to work on cutting-edge technology
• Focus on solving big, impactful problems
• Unique and playful work environment

Impact: Google receives millions of applications each year and is consistently ranked as one of the most attractive employers globally. Their EVP has helped them attract top tech talent despite fierce competition.

4. Unilever: “Be the Catalyst for Change”

Unilever’s EVP focuses on purpose-driven work and personal growth.

Key Elements:

• Emphasis on sustainability and social responsibility
• Opportunities for global careers
• Focus on personal and professional development

Impact: Unilever has successfully attracted purpose-driven talent, particularly among younger generations. Their EVP has contributed to their reputation as a leader in sustainable business practices and has helped them build a diverse, global workforce.

Innovative Approaches to EVP in Different Industries

Different industries face unique challenges and opportunities in developing their EVPs. Here are some innovative approaches across various sectors:

1. Technology: Shopify’s “Choose Your Own Adventure”

Shopify has taken a unique approach to EVP by emphasizing employee autonomy and flexibility.

Innovative Elements:

• No set work hours or vacation limits
• Freedom to choose and change projects
• Emphasis on remote work and digital-first culture

Impact: This approach has helped Shopify attract talent that values autonomy and flexibility, contributing to their rapid growth and innovation in the e-commerce space.

2. Healthcare: Mayo Clinic’s “Cure, Connect, Transform”

Mayo Clinic’s EVP focuses on the meaningful impact of healthcare work while also emphasizing innovation.

Innovative Elements:

• Clear connection between daily work and patient outcomes
• Emphasis on cutting-edge medical research and innovation
• Strong focus on teamwork and collaboration

Impact: This EVP has helped Mayo Clinic attract not just medical professionals, but also top talent in areas like data science and technology, positioning them as a leader in healthcare innovation.

3. Manufacturing: Siemens’ “Ingenuity for Life”

Siemens has crafted an EVP that emphasizes the long-term impact of their work on society.

Innovative Elements:

• Focus on developing technologies that benefit humanity
• Emphasis on sustainable and ethical business practices
• Opportunities for continuous learning and development in emerging technologies

Impact: This approach has helped Siemens attract purpose-driven engineers and technologists, contributing to their leadership in areas like renewable energy and smart infrastructure.

4. Retail: Starbucks’ “To Inspire and Nurture the Human Spirit”

Starbucks extends its customer-facing mission to its EVP, creating a strong alignment between customer and employee experience.

Innovative Elements:

• Emphasis on creating a welcoming environment for both customers and employees
• Unique benefits like free college tuition for employees
• Focus on community involvement and social responsibility

Impact: This EVP has helped Starbucks maintain low turnover rates in an industry known for high churn, and has contributed to their strong employer brand even among non-traditional retail talent.

5. Financial Services: Capital One’s “Change Banking for Good”

Capital One has positioned itself as a tech company that happens to be in banking, crafting an EVP that appeals to tech talent.

Innovative Elements:

• Emphasis on using technology to solve complex financial problems
• Focus on innovation and entrepreneurial spirit
• Commitment to work-life balance and personal growth

Impact: This approach has helped Capital One compete for tech talent against pure technology companies, facilitating their digital transformation and innovation in financial services.

In conclusion, these examples demonstrate that an effective EVP is not about following a formula, but about authentically representing what makes your organization unique as an employer. Whether it’s emphasizing flexibility, purpose, innovation, or impact, the key is to identify what truly sets your employee experience apart and communicate it compellingly to your target talent.

By learning from these success stories and innovative approaches, while also being mindful of common pitfalls, you can develop an EVP that not only attracts top talent but also fosters long-term engagement and retention. Remember, your EVP is a reflection of your organization’s values, culture, and employee experience. When crafted thoughtfully and delivered consistently, it becomes a powerful tool in building a workforce that’s not only skilled but also deeply aligned with your organization’s mission and values.

Further Reading and Sources

1. Mosley, R. (2014). Employer Brand Management: Practical Lessons from the World’s Leading Employers. Wiley.
2. Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer Branding: A Brand Equity‐based Literature Review and Research Agenda. International Journal of Management Reviews, 20(1), 155-179.
3. LinkedIn. (2020). Global Talent Trends 2020. Retrieved from LinkedIn Talent Solutions.
4. Glassdoor. (2019). Mission & Culture Survey 2019. Retrieved from Glassdoor website.
5. Harvard Business Review. (2016). Why the Millions We Spend on Employee Engagement Buy Us So Little. Retrieved from HBR website.