Implementing EVP

Integrating your EVP into HR Processes

For your EVP to have a meaningful impact, it must be woven into the fabric of your HR processes, touching every stage of the employee lifecycle. Here’s how to integrate your EVP into key HR functions:

1. Recruitment and Selection

Your EVP should be front and center in your talent acquisition efforts:

• Job Descriptions: Infuse your EVP messaging into job postings. Highlight not just the role requirements, but also the unique value your organization offers.

• Career Website: Redesign your careers page to prominently feature your EVP. Use employee testimonials, videos, and interactive elements to bring your EVP to life.

• Interview Process: Train interviewers to articulate and demonstrate aspects of your EVP during candidate interactions. Develop interview questions that assess candidate alignment with your EVP.

• Candidate Communications: Incorporate EVP messaging into all candidate communications, from initial outreach to offer letters.

Example: Atlassian’s careers page prominently features their EVP, “Build the future of teamwork,” and includes interactive elements that allow candidates to explore different aspects of their culture and values.

2. Onboarding

Use the onboarding process to reinforce your EVP and set new hires up for success:

• Welcome Materials: Include information about your EVP in new hire welcome packs or digital onboarding platforms.

• Orientation Sessions: Dedicate time in orientation programs to explain your EVP and how it translates into the employee experience.

• Buddy System: Pair new hires with “EVP ambassadors” who can demonstrate how the EVP plays out in daily work life.

Example: Zappos famously offers new hires $2,000 to quit after their initial training if they feel they don’t align with the company’s culture and EVP, ensuring only those who truly buy into the EVP stay on.

3. Performance Management

Align your performance management processes with your EVP:

• Goal Setting: Encourage employees to set goals that align with EVP elements, such as innovation or customer focus.

• Performance Criteria: Include EVP-related behaviors and achievements in performance evaluation criteria.

• Feedback Mechanisms: Implement regular feedback sessions that discuss not just performance, but also how employees are experiencing and embodying the EVP.

Example: Google’s performance management system, OKRs (Objectives and Key Results), aligns individual and team goals with the company’s mission and EVP of innovation and impact.

4. Learning and Development

Design L&D programs that support and reinforce your EVP:

• Training Offerings: Develop training programs that help employees live up to EVP promises, such as innovation workshops or customer service excellence training.

• Career Pathing: Create clear career progression paths that demonstrate your commitment to employee growth and development.

• Mentoring Programs: Implement mentoring initiatives that embody your EVP’s focus on collaboration and knowledge sharing.

Example: Salesforce’s Trailhead learning platform embodies their EVP of continuous learning and innovation, offering gamified, self-paced learning experiences for employees.

5. Compensation and Benefits

Ensure your rewards strategy aligns with and supports your EVP:

• Total Rewards Communication: Frame your compensation and benefits offerings within the context of your EVP.

• Flexible Benefits: If flexibility is part of your EVP, offer customizable benefits packages that allow employees to choose what’s most valuable to them.

• Recognition Programs: Design recognition and reward programs that celebrate behaviors and achievements aligned with your EVP.

Example: Netflix’s unlimited vacation policy aligns with their EVP of trust and employee empowerment, demonstrating confidence in their employees to manage their own time.

Training Employees and Managers on the EVP

For your EVP to truly take root, every member of your organization needs to understand, internalize, and be able to articulate it. Here’s how to effectively train your workforce on your EVP:

1. Develop Comprehensive Training Programs

Create training modules that cover:

• The components of your EVP and what they mean in practice
• How the EVP aligns with company values and goals
• How employees can embody the EVP in their daily work

2. Tailor Training to Different Audiences

Recognize that different groups within your organization may need different approaches:

• All Employees: Focus on understanding and living the EVP.
• Managers: Emphasize how to reinforce the EVP with their teams and in decision-making.
• HR and Recruiters: Provide in-depth training on articulating the EVP to candidates and integrating it into HR processes.

3. Use Diverse Training Methods

Employ a mix of training approaches to cater to different learning styles:

• Interactive workshops
• E-learning modules
• Role-playing exercises
• Gamified learning experiences

4. Provide Ongoing Reinforcement

EVP training shouldn’t be a one-time event:

• Include EVP elements in regular team meetings and company-wide communications
• Create an EVP resource hub with FAQs, talking points, and best practices
• Recognize and reward employees who exemplify the EVP

5. Measure Training Effectiveness

Regularly assess how well employees understand and can articulate the EVP:

• Conduct post-training surveys
• Include EVP-related questions in employee engagement surveys
• Monitor how often and effectively the EVP is mentioned in employee communications and interactions

Example: Hubspot created a “Culture Code” deck that has been viewed millions of times, serving as both an internal training tool and an external employer branding asset. They regularly update this deck and use it in onboarding and ongoing training.

Aligning your EVP with Employee Experience

The true test of an EVP is how well it aligns with the actual day-to-day experience of your employees. Here’s how to ensure your EVP is more than just words:

1. Conduct Regular Experience Audits

Regularly assess how well your employee experience aligns with your EVP promises:

• Use employee surveys, focus groups, and one-on-one interviews to gather feedback
• Analyze HR data (e.g., turnover rates, promotion rates) to identify areas of misalignment
• Implement “stay interviews” to understand what keeps your top performers engaged

2. Address Gaps Promptly

When you identify misalignments between your EVP and employee experience:

• Develop action plans to address these gaps
• Communicate transparently about identified issues and plans to address them
• Involve employees in developing solutions

3. Empower EVP Champions

Identify and empower employees who embody your EVP:

• Create an “EVP Ambassador” program
• Provide these champions with platforms to share their experiences and inspire others
• Involve them in EVP-related decision-making and initiatives

4. Continuously Evolve Your EVP

Recognize that your EVP may need to evolve as your organization and the needs of your workforce change:

• Regularly reassess your EVP in light of changing employee expectations and business needs
• Be prepared to update your EVP to ensure it remains relevant and authentic

5. Integrate EVP into Physical and Digital Workspaces

Ensure your work environment reflects your EVP:

• Design office spaces that embody your EVP (e.g., collaborative spaces for a teamwork-focused EVP)
• Incorporate EVP elements into your digital tools and platforms

6. Leadership Embodiment

Your leadership team plays a crucial role in bringing your EVP to life:

• Ensure leaders understand and can articulate the EVP
• Hold leaders accountable for decisions and behaviors that align with the EVP
• Encourage leaders to share stories that demonstrate the EVP in action

Example: Patagonia’s EVP centers around environmental activism and work-life balance. They bring this to life by offering employees time off to engage in environmental volunteer work, on-site childcare, and a culture that truly encourages work-life balance. Their leaders often participate in and publicly discuss these initiatives, reinforcing the alignment between the EVP and the employee experience.

Implementing your EVP is an ongoing journey that requires consistent effort, regular evaluation, and a willingness to adapt. By integrating your EVP into HR processes, thoroughly training your workforce, and ensuring alignment with the employee experience, you transform your EVP from a mere statement into a powerful force that shapes your organizational culture and drives employee engagement.

Remember, the most effective EVPs are those that are lived, not just stated. When your employees can genuinely feel and articulate the value of working for your organization, you’ve truly succeeded in implementing your EVP. This not only enhances your ability to attract top talent but also fosters a sense of purpose and belonging that drives long-term engagement and retention.

Further Reading and Sources

1. Mosley, R., & Schmidt, L. (2017). Employer Branding For Dummies. John Wiley & Sons.
2. Sartain, L., & Schumann, M. (2006). Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business. Jossey-Bass.
3. LinkedIn. (2020). Global Talent Trends 2020. Retrieved from LinkedIn Talent Solutions.
4. Gartner. (2019). Top 5 Future of Work Decisions HR Must Address in 2021. Retrieved from Gartner website.
5. Harvard Business Review. (2016). Why the Millions We Spend on Employee Engagement Buy Us So Little. Retrieved from HBR website.