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EVP - Why is the employer value proposition so important?


Before we look at some EVP examples, let's just define what EVP is and what meaning EVP can have for your company.

What is EVP?

  • EVP is an abbreviation for: Employer value proposition and is the promise given to future job applicants who are considering choosing the company as a workplace. How does the company differentiate itself from its competitors? This is called the employer promise. We will come back to that
  • Seen from the applicant's perspective: Why should I apply for a job in this company?
  • Opposite to EVP is Employer branding which is the method by which the company communicates its EVP

EVP meaning

  • Having an EVP means that you keep the focus on the storytelling that surrounds your company
  • Your EVP is also in charge of employee advocacy

Now we are ready to look at some EVP examples.

Employer value proposition

A good way to break down the employer value proposition is by defining the hard and soft values that your company has to offer.

Hard values

Hard values are quite classic. This means that it can be difficult to differentiate yourself as a company compared to your competitors. But nevertheless the hard values can be used, as it can be important in relation to attracting labour, as different generations have different preferences. You can read more about this here: Generation Y and Z in the labour market.

Hard values include:

  • Working time, is it 37 hours per week, or is there an opportunity for more free time? It can be important in relation to a work/life balance
  • Pay
  • Pension
  • Maternity
  • Perks
  • Insurance
  • Education

Soft values

The soft values are basically easier for you to use compared to the employer value proposition, as these values are unique to your company. What are the emotional strengths in your company in relation to:

  • Company culture
  • The company's identity
  • The history of the company
  • The company's reputation
  • The company's management philosophy

In case of:

  • Short decision making processes and a low balance of power?
  • A family owned business?
  • How does the company actively work with CSR?
  • Is it about mutual trust as a corporate culture?
  • How and why do you work in teams?

When you want to attract new employees, try to also think about employer promises and employee promises.

Employer promise and employee promise

Employer promise is what the company promises its current and future employees. When you make an employer promise, it is because you want to:

  • Attract
  • Engage
  • Develop
  • Retain

employees and talents.

Employee promise, on the other hand, is about what the company expects from the candidates.

This point is central to creating transparency.

It can cause disappointment and frustration for both the company and the candidate if the job advertisement emphasises that the applicant must be analytically minded, but everyday life does not provide the right prerequisites for the candidate to live up to this.

For example, if there is no time to solve complex processes, or a physical space to study and delve into statistical data.

Let's look at what methods you can use to find the company's EVP.

How do you find your EVP?

employer value proposition 

There are different methods to find the company's EVP. You can use:

1. Employee satisfaction survey

Can be used to create qualitative data

2. Employee interviews

Good at asking open ended, probing questions that create a qualitative study

3. Focus group interviews

Shows nuances and provides different perspectives and possibly also insight into difficult subjects

4. Workshop

Can help create a constructive dialogue that has a positive effect going forward

5. External stakeholders, for example student assistants and interns

Is good at organisational processes and at creating ownership

You are now ready to find your EVP and know how you can use the company's employer value proposition to your advantage.

Among other interesting topics that can be mentioned are: