Steps to Develop a Compelling EVP

Conducting Internal and External Research: Laying the Foundation

The first step in developing a compelling EVP is to gather comprehensive data about your organization and the broader talent market. This research phase is crucial for ensuring that your EVP is both authentic to your company and appealing to your target talent.

Internal Research

Internal research helps you understand your organization’s current employee experience and identify what truly sets you apart as an employer.

1. Employee Surveys: Conduct anonymous surveys to gather honest feedback about what employees value most about working for your organization. Ask questions like:

   • What attracted you to our company initially?
   • What keeps you here?
   • What aspects of working here do you value most?
   • If you could change one thing about working here, what would it be?

2. Focus Groups: Organize small group discussions with employees from various departments and levels. This can provide deeper insights into the nuances of your employee experience.

3. Exit Interviews: Analyze data from exit interviews to understand why employees leave. This can highlight areas for improvement in your EVP.

4. Leadership Interviews: Gain perspectives from your leadership team on what they believe makes your organization unique as an employer.

5. Cultural Assessment: Conduct a thorough assessment of your company culture, values, and mission. Your EVP should align closely with these elements.

External Research

External research helps you understand how your organization is perceived in the talent market and how you compare to competitors.

1. Competitor Analysis: Research the EVPs and employer branding of your main competitors for talent. Identify areas where you can differentiate yourself.

2. Industry Trends: Stay informed about broader trends in your industry that might affect what talent is looking for in an employer.

3. Glassdoor and Indeed Reviews: Analyze reviews of your company and competitors on job review sites. Look for recurring themes in both positive and negative feedback.

4. Social Media Listening: Monitor social media conversations about your company as an employer. Tools like Hootsuite or Sprout Social can be helpful for this.

5. Candidate Feedback: Gather feedback from recent candidates (both successful and unsuccessful) about their perception of your company during the recruitment process.

Identifying Your Unique Selling Points as an Employer

After gathering comprehensive data, the next step is to analyze this information to identify what truly sets your organization apart as an employer.

1. Data Analysis: Look for patterns and recurring themes in your research data. What aspects of working at your company are most frequently mentioned as positives?

2. SWOT Analysis: Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of your organization as an employer. This can help you identify areas where you have a competitive advantage.

3. Employee Value Drivers: Identify the key factors that drive value for your employees. These might include things like:

   • Opportunities for career growth
   • Innovative work environment
   • Strong company mission or values
   • Competitive compensation and benefits
   • Work-life balance initiatives

4. Unique Cultural Attributes: Consider aspects of your company culture that are truly unique. For example, Patagonia’s commitment to environmental activism or Google’s emphasis on innovation.

5. Industry Position: Consider your organization’s position in the industry. Are you a disruptive startup, an established industry leader, or something in between? This can inform your unique selling points.

Remember, your unique selling points should be:

• Authentic to your organization
• Valuable to your target talent
• Differentiating from your competitors

Crafting Your EVP Statement

With your unique selling points identified, it’s time to articulate your EVP in a clear, compelling statement.

1. Distill Key Themes: Review your unique selling points and identify 3-5 key themes that form the core of your EVP.

2. Draft Your Statement: Craft a concise statement that encapsulates these themes. Your EVP statement should:

   • Be clear and easy to understand
   • Reflect your company’s voice and culture
   • Highlight what makes you unique as an employer
   • Speak directly to your target talent

3. Include Supporting Points: While your main EVP statement should be concise, develop supporting points that provide more detail on each aspect of your EVP.

4. Align with Brand: Ensure your EVP statement aligns with your overall brand voice and messaging.

Here’s an example of what a strong EVP statement might look like:

“At [Company Name], we offer passionate innovators the opportunity to shape the future of [industry]. Here, you’ll find a collaborative culture that values bold ideas, a commitment to continuous learning, and the chance to make a meaningful impact on [specific area]. We believe in balancing hard work with life, offering flexibility and support to help you thrive both personally and professionally.”

Testing and Refining Your EVP

Before fully implementing your EVP, it’s crucial to test it and refine based on feedback.

1. Internal Validation: Present your draft EVP to a diverse group of employees and leaders. Gather their feedback on how well it represents their experience and the company’s offerings.

2. External Focus Groups: Conduct focus groups with members of your target talent pool. Present your EVP and gather their reactions and feedback.

3. A/B Testing: If possible, test different versions of your EVP in your recruitment marketing materials. Monitor metrics like application rates and candidate quality to see which version performs better.

4. Soft Launch: Consider a soft launch of your EVP in a specific department or region before rolling it out company-wide. This allows you to gather real-world data on its effectiveness.

5. Continuous Feedback Loop: Implement a system for ongoing feedback on your EVP. This could include regular pulse surveys or focus groups with new hires.

6. Refine and Iterate: Based on the feedback and data you gather, refine your EVP. Remember, your EVP should evolve as your organization and the talent market evolve.

7. Align with Employee Experience: Ensure that you can deliver on the promises made in your EVP. Work with HR and leadership to align your employee experience with your EVP.

Developing a compelling EVP is not a one-time effort, but an ongoing process of refinement and alignment. As your organization grows and changes, and as the expectations of the talent market evolve, your EVP should adapt accordingly.

Remember, the most effective EVPs are those that are authentic, distinctive, and consistently delivered upon. By following these steps and continually refining your approach, you can develop an EVP that not only attracts top talent but also fosters long-term engagement and retention.

Your EVP is more than just a recruitment tool – it’s a promise to your employees and a reflection of your organization’s values and culture. When done right, it becomes a powerful force in shaping your organization’s future, attracting the right talent to drive your success in an increasingly competitive business landscape.

Further Reading and Sources

1. Mosley, R., & Schmidt, L. (2017). Employer Branding For Dummies. John Wiley & Sons.
2. Minchington, B. (2010). Employer Brand Leadership: A Global Perspective. Collective Learning Australia.
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.