6 Elements of an EVP that Works! Does Yours?

Does your EVP contain these 6️⃣ crucial elements that make it effective? If not, then chances are it’s not going to have the impact in the market that you’re looking for.

1. It needs to be real.

You want to portray an accurate representation of what it’s like to work inside your business so that it educates talent to make an informed decision about whether you’re the right organisation for them to join or not.

This means that your EVP needs to be evidence based and you need proof points to be able to back up the statements that you are making

2. It needs to be emotive.

You want to take all that realness, and find a way to creatively communicate it in a way that will inspire talent and motivate them to take action. 

Think about your employer brand having a personality that you want to bring to life.

3. It needs to be segmented.

You must tell your story in a meaningful way that speaks directly to each of your priority target talent segments.

While you will have an overarching brand promise that unifies your organisation, a one size fits all approach to your employer brand messaging usually misses the mark because is not going to effectively resonate with anyone.

4. It needs to differentiate you.

Your EVP has got to distinguish you from you competitors both from a messaging standpoint and visually.

In some industries, if you took a bunch of players and lined up their employment marketing materials beside each other, covered up the company brand name, you could pretty much swap the creative around and no one would know the different.

Please don’t be one of these organisations!

5. It needs to be aligned to your customer brand.

In most cases, your employer brand is not a mirror image of your customer brand. However you do need to make sure that you are delivering a consistent experience to your customers and to talent – both your existing employees and external candidates. The key here is congruency.

6. It’s needs to be seen as a living and breathing thing that is applied across the entire candidate and employee lifecycle

Too many organisations see EVP as a one-time project with a creative tagline as the output.

Your EVP needs to be consistently brought to life across all aspects of talent attraction, onboarding to performance management, recognition and even to alumni. Your EVP underpins what you want people to think feel and do at each and every touchpoint.

If your EVP is meeting all of these criteria, then you’ve got a competitive advantage in the market. If not, then now’s the time to think about revisiting your employer brand strategy.