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How to activate your Employee Value Proposition (checklist and examples)

A strong employee value proposition (EVP) can be the difference between a company that thrives and one that merely survives in today’s talent market. It’s the strategic framework that can set you apart as an employer of choice. In this checklist, we’ll discuss how to activate your EVP and communicate it effectively.

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Written by George Barlow

23 Apr, 2024  –  10m read

Quick Recap: What is an Employee Value Proposition?

An Employee Value Proposition (EVP) is a strategic offering by companies that encompasses benefits such as compensation, culture, career development, and work-life balance to attract and retain top talent. It’s at the core of your Employer Brand, but lives everywhere from your recruitment marketing to team engagement and advocacy.

An good EVP can:

  • Influence an organization’s ability to attract top talent
  • Engage current employees and increase retention
  • Ultimately contribute to the company’s success and reputation in the labour market.

How do I activate my EVP?

Activating your EVP involves bringing it to life in a way that resonates with both current employees and potential candidates, often through employee-generated content, especially video employee testimonials.

A strong employee value proposition aligns with the company’s mission and values and includes elements like employee advocacy and showcasing via digital platforms like employee videos to enhance employer branding and engagement.

Checklist for Activating Your Employee Value Proposition (EVP)

Activating your company’s Employee Value Proposition (EVP) involves a series of strategic actions designed to communicate and embed your EVP into every aspect of the employee experience. Here’s a checklist to guide you through this process:

  1. Define Your EVP:
    • Clearly articulate what makes your company unique as an employer and what you offer to employees that sets you apart from competitors.
    • Your EVP should be attractive to candidates, but also give your existing employees a sense of belonging.
  2. Communicate Internally:
    • Ensure all leadership, marketing, internal comms, talent acquisition and HR teams understand the EVP and can communicate it effectively.
    • Integrate the EVP into internal communications, such as newsletters, intranet posts, town halls and team meetings.
  3. Embed EVP in Recruitment Marketing:
    • Highlight your EVP messaging in job postings and career sites.
    • Train recruiters to speak about the EVP during the interview process.
  4. Showcase EVP in Onboarding:
    • Incorporate the EVP into onboarding materials and sessions. This could include welcome videos from the employee’s new team.
    • Share stories and examples that demonstrate the EVP in action from day one.
  5. Align EVP with Company Culture:
    • Ensure your company culture reflects the promises made in the EVP by creating content that aligns to each EVP pillars and its proof points.
    • Recognise and reward behaviours that exemplify the EVP.
  6. Create Employee Advocates:
    • Encourage employees to share their experiences that reflect the EVP through employee generated content. on social media.
    • Develop a program to identify and train employee ambassadors. These ambassadors can then share content regularly, and encourage other employees to be more active advocates.
  7. Leverage Employee-Generated Content:
    • Utilise platforms like Seenit to encourage employees to create content that showcases the EVP in their own words.
    • Distribute this content across internal and external communication channels to amplify authentic employee voices.
  8. Promote Work-Life Balance:
    • Implement policies and programs that support a healthy work-life balance as promised in the EVP.
    • Regularly solicit feedback on work-life balance initiatives to ensure they align with employee needs. You can use Seenit to collect internal video feedback responses.
  9. Measure and Adjust:
    • Regularly evaluate the effectiveness of your EVP activation strategies through surveys and feedback.
    • Adjust your approach based on the insights gathered to ensure continuous alignment with employee expectations.

By following this checklist, you can ensure your EVP is not just a statement on paper but a living, breathing part of your company’s DNA, influencing every stage of the employee journey.

EVP Activation examples

For example, Amazon has successfully activated its EVP by showcasing employee stories that highlight the company’s culture of innovation and customer obsession. Through a series of videos (see example video), employees from various departments share how they are empowered to innovate and make a difference. This approach not only illustrates Amazon’s EVP but also humanises the brand and makes it more attractive to job seekers.

Electronic Arts (EA) activates its EVP by highlighting the creativity and passion of its employees in the gaming industry (see example video). They share behind-the-scenes looks at game development and employee-led initiatives that contribute to a dynamic workplace culture. This not only demonstrates the company’s commitment to innovation and employee engagement but also attracts talent passionate about gaming and entertainment.

PayPal, on the other hand, focuses on showcasing its commitment to creating an inclusive work environment. They feature stories from diverse employees who share their experiences with PayPal’s supportive culture and how it fosters their professional growth. By doing so, PayPal reinforces its reputation as a company that values diversity and empowers employees.

Similarly, HSBC has leveraged video content to activate its EVP by focusing on the global opportunities and diversity within the company. Their videos feature employees from different parts of the world, discussing the inclusive culture and international mobility that HSBC offers (see example video). This global perspective reinforces the bank’s reputation as a world-leading financial institution that values diversity and career growth.

By following the lead of brands like these, companies can effectively activate their EVP, ensuring it’s not just a statement on a website but a living, breathing aspect of the company culture. Videos allow for a dynamic presentation of the EVP and can be shared across various platforms, from the company’s career site to social media, increasing reach and impact.

EVP and Employee-Generated Content

Employee-generated content is pivotal in transforming your Employee Value Proposition (EVP) from a static statement into a vibrant, living showcase of your company’s culture and values. It’s the authentic voices and experiences of your employees that breathe life into the EVP, making it more than just words on a page but a palpable, collective testimony of what it truly means to be part of your team.

Getting started is straightforward when using a platform like Seenit. Using AI-powered tools like this can simplify the process, enabling your employees to easily capture and share their stories, thereby amplifying the reach and authenticity of your EVP with minimal effort and maximum impact.

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