雇主价值主张的策略性方法：成功雇主品牌的关键+A+Strategic+Approach+to+an+Employer+Value+Proposition+（EVP）：The+key+to+a+successful+Employer+Brand

AStrategic

Approachtoan

EmployerValue

Proposition(EVP)

Thekeytoasuccessful

EmployerBrand

TableofContents

TheImportanceofaClear

andEffectiveEVP

CreatingyourEVP

Gettingstartedwith

yourEVP

EVPImplementation

Case:Developinga

newEVP

5TipsforStrengtheningyourEVP

KeyTakeaways

Universum’sConsultancyServices–Let’sworktogether!

2

Chapter

TheImportance

ofaClearand

EffectiveEVP

EmployerValueProposition(EVP)-Chapter01

Atthecoreofabrand,you’llfindtheEmployerValueProposition(EVP).Thisiswhatdefinesthebrand’spositioningandstrategicdirection.AneffectiveEVPshouldreflectexternaldemands,theinternalrealityandthestrategiccontext,aswellasthevaluesandprinciplesrepresentedbyyourcompany.

TheEVPprovidesdirectionforallfuturetalentcommunication,creatingamorealignedandmoreconsistentbrandexperience.ThedevelopmentoftheEVPrecognisestheimportanceofexternaltalentmarketinsights,alongwithinternalinsightsabouttheperceivedstrengthsasanemployer.

Didyouknow?

ThemostcommonelementintheEVPsofthemostrecentWorld’sMostAttractiveEmployers(WMAE)reportisinspiringpurpose,andforsmall-tomedium-sizedemployers,itisprofessionaltraininganddevelopment.1

1./wmae2022/

4

Chapter

Creating

yourEVP

EmployerValueProposition(EVP)-Chapter02

Strongbrandsbuildtheirpositiveassociationsthroughaconsistent

brandcommunicationandexperience.Toachievethis,abrandneedstobecrystalclearaboutwhatitstandsforandthebenefitsitpromisestodeliver.Theyarefoundedona‘proposition’thatdefinesthekeybenefitsthatwillderivefromtheirrelationshipwiththebrand.TheEmployerValuePropositionhelpstoprovideasimilarlyconsistentpointofreferenceforeverythingthatissaidanddonetopromoteapositivebrandreputationandexperienceamongthetalentyouwishtoattract,engageandretainwithinyourorganisation.

Thinkofitlikethis:

AnEVPislikeathree-leggedchair;ifonelegisremoved,itwon’tstand.

Thecriticalsuccessfactorinattracting,recruiting,and

retainingtalentliesinadata-ledapproachthatconsiders

allperspectives:

Leadership

Purpose,valuesandtalentstrategy

External

Attractiondrivers,targetgroupperception

andcompetitivelandscape

Internal

Engagementdrivers,employeeperception

andcultureandpersonality

6

Chapter

Getting

startedwith

yourEVP

Usingtheseresults,yourcompanyisthenempoweredwiththeinformationtoplanfuturecommunicationsforaglobaland/orlocalisedapproach.

EmployerValueProposition(EVP)-Chapter03

ItiscrucialthatyourEVPisAttractive,Authentic,Strategic,

andDistinctive.Themainmessagehereis:don’ttrytopromotesomethingyouarenot–itsimplywillnotwork.Itisimportanttorealisethatthebehavioursfrommanagement,leadersandemployeesallimpacttheexperienceandshapeofthecompany’sEmployerBrandandimage.

OncetheEVPhasbeendefined,itisimportantthateveryonewithinthecompanyisalignedwithit.Thisisachievedbypresentingittoyourworkforceandensuringtotrackallprogressandsuccesses.

So,whatneedstobetracked?

beawareofhowattractiveyourbrandistotarget

Attractiveness

talentcomparedtothecompetition

Brandperception

definedinyourEVP

Conversion

Gainvaluableinsightsintoassociationswithattributes

measureyoursuccessratewithtargettalentbasedon

yourperformance

8

Chapter

Implementing

YourEVP

Whyshould

peoplejoin

us?

Whyshould

theycommit?

EmployerValueProposition(EVP)-Chapter04

ThemosteffectiveEVPsandmessagingplatformsbalanceglobal

consistencywithlocalrelevance.However,thisisnoeasyfeattoachieveandevenforbrandswithaglobalpresence,thebalancingactisstillamajorchallenge.Companieswilllooktoincreasetheirfocusonlocalisationandtargetedcommunicationratherthanabrandconsistenceonaglobalscale.

Whatisthereasonforthis?

Well,budgetisalwaysakeyfactor,butlocalisingisalsoaconsiderablelogisticalchallengeformanycompanies.Thedifficultycompanieshaveisunderstandingwhatmatterstowhomindifferentlocations.Withoutthenecessaryresourcesandintelligence,companiesareunabletoadapttheircommunicationstoeffectivelyaddresstheneedsofvariousspecifictargettalent.

Recentresearchfoundthatcompaniesthatarepartofthe

WMAE

arenotonlylocalisingtoaparticularcountryorregion;theyarealsotargetingcommunicationstoparticularjobfunctions.

So,whyarecompaniesshiftingtoamorecustomisedapproach?

Itcouldbedowntoaccesstodatabecauseascompaniesgainmoreinsightsintotargettalent’spreferencesinanemployer,theyareable

totailordecisionsandcommunicationsrelatedtotheirEVPs,in

ordertoreachoutandengagewiththeirintendedaudiences.

ConsidertheemployeeexperiencewhenimplementingtheEVPprocess.TheEVPtranslatesthestrategicfoundationintoarelevantemploymentdealandanswersquestionsaboutwhatacompanycanexpectfromtheemployerandviceversa.

ThefollowingarekeyquestionstoaskyourselfwhendefiningasuccessfulEVP:

Whyshould

theystay?

Gainingtheanswerstothesequestionswillhelpyoutorealisethechallengesyouface,butalsohowtogrowthroughthemforanimprovedinternalandexternalperspectivegoingforward.

10

Chapter

Case:

Developing

anewEVP

“

Toreadthisandotherclientsuccessstories,

clickhere

12

EmployerValueProposition(EVP)-Chapter05

FrieslandCampina

Unleashyournature-Yournatureiswhoyouare,It’sthesetofbeliefsthatdrivehowyoudowhatyoudo,andwhatyouwantfromlife.

Andit’sthestartingpointforacareeratFrieslandCampina.There,youcanunleashyournaturalpotentialandstaytruetowhoyouareasweshapethefutureofdairytogether.

ClientBrief:DefiningaglobalEVP

TheobjectiveofthisprojectwastodefineaglobalEVPthatwouldguideallfurtherEmployerBrandinginitiatives,bothinternallyandexternally.

TheprojectwasfacingseveralchallengesconnectedtotheongoingbusinesstransformationprocessonthegloballevelandtheexistenceofmanylocalEmployerBrandinginitiatives.ThesuccessfulGlobalEVPforFrieslandCampinawasaimedatrepresentingtheessenceofthecompanycultureandtheglobaldiversityoftheemployees.Beingrelevantto&differentiatedonthelocaltalentmarkets,andbeingalignedwiththecompany’sfuturedirection.

FollowingtheimplementationoftheirGlobalEVPworkingalongsideUniversum,FrieslandCampinawasselectedasthewinnerfor‘BestEmployerBrand’intheNetherlandsbyLinkedInTalentAwards.Thisrecognitionwasconsideredatestamenttoallcolleaguesaroundtheworldwhohelpedbringingthe

EmployerBrandingstoryUnleashYourNaturetolive.

“

Chapter

5Tipsfor

Strengthening

yourEVP

EmployerValueProposition(EVP)-Chapter06

Defineyourkey

benefits

Knowwhatgivesyour

companycredible

authenticityandthe

attributesthatreflect

yourvalues.

Balance

and

consistency

relevance

Defineyouremployer

brandinaconsistent

wayacrosssegments,

butalsoadaptyour

narrativetoberelative

tospecificaudiences.

Analyseyour

externalandinternal

perspectives

Discoveryourattraction

driversaswellasyour

engagementdrivers

tothendevelopthe

perceptionofyour

companyanditsculture.

Takethetimeto

analysefindings

fromyourdata

Itmaytakesometime

butit’strulyworthit.

Generatinginsights

thataremeaningfulto

yourcompanywillnot

onlybenefityougoing

forwardbutwillalso

helptoaddressand

solvepossibleemployee

issues.

Thinkbeyond

communication

Thebehavioursfrom

leadersandemployees

impacttheexperience

andshapethebrand

andimageofthe

organisation.

14

Chapter

Key

takeaways

16

EmployerValueProposition(EVP)-Chapter07

Usingadata-drivenapproachtoallyouremployerbrandingactivitieshelpsyourcompanytoconsiderthebroaderperspectives

EmployeesareyourbestambassadorstocommunicateyourEmployerBrandingandEVPtoreachandengageexternalstakeholders

Combiningexternalandinternaldataallowsfora360°viewofyourbrand

Chapter

Universum’s

Consultancy

Services

Let’sworktogether!

EmployerValueProposition(EVP)-Chapter08

Asanadvisortosomeoftheworld’sbiggestemployersandlocal

players,weatUniversumunderstandthatthestrategicfoundation

foryourpositioningistheEmployerValueProposition,whichiswhy

wehelpcompaniesleveragetestedandprovenframeworkstodefine,

localise,updateandvalidateemployerbrandingstrategies.

Wetakeintocontextthecorporatenatureofyourbusinessinorderto

explorecriticalquestionsaboutyouremployerbrandsuchas

Whyshouldcustomersconsideryou?

Whatisconsistentaboutyourbrand’scommunications?

Whyshould

peopleconsider

joiningyou?

18

EmployerValueProposition(EVP)-Chapter08

Together,wecreateawell-definedEVP,andoncethishashappened,

we’reconfidentthatyourcompanywillfeelempoweredgoingforwardto:

Createbrandconsistency

defineyourpositioning

andbeabletoalignall

communication

Increaseinternalalignment

defineandalignthecandidateandemployeeexperience

Leveragetoattractnewtalenthavetheconfidencetotackletheattractionofnewtargetsegments

Driveemployeeadvocacy

increaseinternalidentificationandbenefitfromutilisingemployeesasambassadors

Impactrecruitingandbusinessmetrics-haveapositiveimpactonKPIsthatcriticalforHumanResources(HR)and