• Employee Branding
  • Brand Purpose

Employee Value Proposition: why you need one?

17.04.2024

  • Employee Branding
  • Brand Purpose

When we think of brands, different thoughts and feelings about them come to mind. You might think affordable design (Ikea). You might think Cadbury is being very generous with its ‘glass and a half full’ of milk to make extra creamy chocolate. You might think KLM is open and honest about sustainable flying (or are they greenwashing) … anyway… the point is we think of brands in terms of our human needs, what we want, why we need them in our lives and how they deliver. We don’t tend to immediately think of the worker bees at the heart of brands driving the business forward – their employees.

Employees are consumers

Employees think of the brands they work for in the same way consumers do – with an emotional connection. If you have a great experience, you remain brand loyal, if the brand doesn’t live up to your expectations, you leave. It’s not enough to have an external facing presence out there in the marketplace, brand building, owning your space in the world – your brand and what you stand for has to be equally as magnetic inside company walls.

Put simply, your consumer brand and your employer brand come from the same place: from the brand proposition. You should be able to hear the brand voice, how it speaks and acts, whether you’re talking to consumers or to employees. The brand proposition should be able to divide and work for consumers (the consumer proposition) and/or for employees (the Employee Value Proposition, EVP).

Judge whether your brand has ‘stretch’

Even if we haven’t been tasked to develop the employer brand – the brand idea should have that ‘stretch’. (We’ll always have a view.) You should be able to weave it into your corporate DNA. Effortlessly. You should be able to take your consumer brand and evolve it internally. And vice versa. It’s one of the ways we judge our brand ideas. Is the thinking big enough? It should be.

Here’s the reasons

  • It’s your culture. Your EVP defines your workplace culture, demonstrates your commitment to employee well-being and provides a values framework for how people act and work.
  • It’s your future. The employer brand that crafts an authentic narrative about the organisational culture, values and opportunities will be better placed to attract suitable, emotionally invested employees who will help your business thrive. Top talent is drawn to companies with a strong employer brand – 69% of potential hires will reject job offers from companies who can’t offer a compelling EVP experience (statistics from Glassdoor).
  • It’s your employee satisfaction and growth. Not only will you be able to attract top talent, your employer brand helps retain existing staff. Research shows employees are more likely to stay with a company invested in their employee experience, personal development, and work-life balance.

It’s your carrot

Your competitors will certainly be dangling carrots. So yes, it is important to have an Employee Value Proposition to give you carrots of your own. Consider our recent rebrand for Vitacress where we put ‘growing’ at the heart of their business. We worked very closely with our client, getting under the skin of the issues, to define an EVP that would enhance their reputation in the job market and give employees a sense of belonging. We crafted an authentic narrative about the organisational culture, values and opportunities putting the company in a better place to attract the people they needed who could help drive the business forward.

We’re just curious…

  • Can you articulate your EVP?
  • Does it come from your brand?
  • Does your workforce need reinvigorating?

Feel free to get in touch if you’re curious about how we can help.

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