The importance of articulating your EVP

The importance of articulating your EVP
Published: 26 November 2019

With cross-sector global skills shortages and the increased ease and digitalisation of the job search process, the war for talent isn’t going to be over any time soon.  In an increasingly connected world, where brand reputation can be built or bust overnight, it has never been more important to articulate your employer value proposition – or EVP – as Lucy Thomas, Project Lead at Berwick Talent Solutions, explains.

According to a recent Link Humans report, 72% of recruiting leaders around the world agree that employer brand has a significant impact on hiring.  That statistic corresponds with the findings that 90% of millennials (estimated to make up 35% of the global workforce by 2020) research company culture, values and purpose before hitting the ‘apply now’ button. 

Whether we like it or not, perception is important.  We know that those who successfully manage their own personal brand are more likely to achieve their career goals than those with a perceived poor personal brand.  It is not surprising, therefore, that the same goes for employers.

An EVP is a holistic view of the unique characteristics, opportunities, benefits, environment, and ways of working that make up your employer organisation.  You need to raise awareness, create interest and engage with your target audience by clearly and accurately articulating your EVP.  Here’s how:

Define and articulate your purpose

What is your mission statement?  Why are you in business?  Clearly define your sense of purpose and communicate it in a way that will resonate with your target candidate audience. Talented candidates know what they’re looking for in order to advance their careers and appetite for learning, so think carefully about how you communicate the opportunities that exist both now and in the future within your organisation.  If you don’t, you can bet your bottom dollar your competitors will.

Authenticity

Be authentic.  You don’t need to ‘create’ your EVP.  Your organisation already exists and intrinsic to its success is its modus operandi.  It is important that what you articulate is a true representation of the employee experience. 

The right people for your business are the people who will thrive in the environment you provide, so don’t undermine the value of what you have already built and nurtured as a business.  Be proud of who you are and confident that what you offer is right for the people who can help your company grow.

One size does not fit all!

What sounds good to graduates might not be so relevant for experienced hires.  You might have more than one target candidate audience, so define your EVP accordingly and be prepared to review your offering on a regular basis.  Your organisation will need to keep up with the pace of change that exists in today’s corporate world – what appeals today may not seem so good tomorrow. 

Even for less experienced hires, long gone are the desires for beanbags and a Friday drinks trolley.  Research from Glassdoor suggests that today’s workforce is far more interested in flexible working, pension schemes and annual leave entitlement, than the novelty perks that littered job ads in the early 2000s. 

Language

The language you use to portray your company image is important.  It doesn’t mean you have to use language in the same way as your competitors, but it does mean you need to use a voice that truly reflects your organisation, your clients and your ethos.  Your voice is an important part of your employer image, so use it consistently to your advantage.  It will help to build your own unique brand, setting you apart from your competitors.

At Berwick Talent Solutions, we help high growth and transformational organisations attract and retain the right people through our targeted volume recruitment campaigns. We work closely with our clients to help create a compelling EVP narrative to market.  For more information on the work we do please contact lucy.thomas@berwicktalentsolutions.com 

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