Take your EVP from creative wrapper to strategic vehicle

When designed intentionally, a strong Employee Value Proposition (EVP) can be one of the most important and game-changing pieces of work your organisation invests in. 

But all too often we see EVP’s that aren’t reaching their full potential because they have been designed in isolation -  without a clearly articulated problem statement or well defined commercial outcomes. They lack direction on the value they create and the measures of success.

What happens then? Sure, you might get talent in the short-term, but they aren’t likely to stick around. And with US reports already showing 61% of employers are struggling with retention in the wake of COVID, this is a problem that’s hitching a ride to our shores very soon. They are calling it, The Great Resignation. 

So instead of simply meeting your short term attraction needs, why not level up your EVP’s full potential as a strategic tool? Just like your Customer Value Proposition (CVP), an organisation's EVP is not only a differentiator but an unlocker of reputational and performance outcomes - nudging and shifting mindsets and behaviours to deliver on cultural and strategic goals.

The era of the EVP 3.0 is here.

The real return on investment is awakened by aligning it with your business outcomes, because ultimately, an EVP influences how people (in and outside our business) engage, interact and think about the organisation. 

By thinking about EVP in the context of the bigger picture (we use our Unity Dynamicsⓒ framework), as well as attraction and retention, your EVP can contribute to:  

• Amplifying Purpose, building pride and unlocking advocacy.

• Connecting to Vision & Strategy, giving your people the clarity to prioritise and the motivation to contribute.   

• Reinforcing Culture, driving the right mindsets and behaviours to accelerate culture change or strategic goals.

It’s the right time to ask yourself whether your organisation’s EVP is meeting its potential to unlock yours. To ensure your EVP is being all it can be, use these three pillars as guardrails for optimising it.

1. Reset the switch 

What you built your EVP to do yesterday, might not be the same as what you need today? Using Unity Dynamicsⓒ, think about what role EVP can play in the bigger strategic context of your organisation. How can your EVP unite hearts and minds behind a new purpose and vision - while inspiring the commitment and urgency needed to deliver on it? Can it be used practically to guide decisions and inspire creative innovation? Is your burning platform to attract and retain the next generation of talent, while building your reputation as an employer? The trick is to continuously set and reset objectives for your EVP to inform activation strategies and focus.

2. Get back to the roots

Start by re-examining the foundational pillars of your existing EVP, including revisiting the research and insights that helped inform it. Run validation sessions to test that your EVP is still fit-for-purpose. For example, many organisations have used flexible work (location or hours) as a differentiator in the past, but with flexibility now the norm, that pillar needs to be rebuilt or adjusted to reflect a unique point of difference. On the flip side, an EVP pillar you have might be something like ‘making human connections’ – a statement requiring fresh eyes in light of the current reality of remote working – so how can you approach optimising human connections while apart?

3. Weather the storms

Your EVP should be able to flex and grow as you do - and meet new problem statements that arise along the way. Make sure it’s not so prescriptive that it stifles growth, and is resilient enough to withstand the storms and changes along the way. Plan for what comes next, consider risks, and growth prospects. Test your EVP against a range of hypotheticals and see how it performs. And be open to flexing and refining it over time. 

If there’s one thing we know for certain, it’s that businesses, and their people cannot stand still. There’s an open landscape of growth and transformation ahead. Make sure your EVP can evolve and optimise as you do. 

We’re offering a complimentary EVP Activate masterclass on 28 September for those a little further along in their journey and ready to optimise it through with a distinct, dynamic and purpose driven employee experience. Book here.

 There’s never been a better time to realise the full potential of your EVP. If you’re ready to drive improved performance and deliver better commercial outcomes through your EVP, email nicola@weareunity.com.