Building An Employee Value Proposition

Lesley Harvey

The Human Edge

Agenda

• Welcome

• Housekeeping notes

• Session starts

• Q&A

• End of webinar

Housekeeping

• Slides will be available on our SlideShare page, link will be emailed to you

• Recording of the webinar will be available to download, link will be emailed

• Take the time to complete post-webinar survey that will pop up at the end

• You can type your questions throughout the session

• Time will be allocated in the end for the speaker to address your questions

Today’s Presenter

Lesley Harvey, Director – The Human Edge, is an accomplished management consultant specialisingin Human Resources, an author, speaker and facilitator. She started her career in sales and marketing, followed by marketing management, and then Human Resources, where she used her marketing skills to good effect when managing employment branding, internal communications and building employee engagement within organisations. With over 18 years’ experience in HR, Lesley has extensive hands-on expertise in large multinational organisations based in the UK and internationally.

What is it

• Describes the mix of characteristics, benefits, and ways of working in an organisation.

• It is the deal struck between an organisation and employee in return for their contribution and performance

• It is a major differentiator between one organisation and another

• And it is the basis on which individuals make employment decisions.

• Answers the question : What’s in it for me to come and work for you?

Why is it important?

• Most organisations encounter two main problems when it comes to their EVP: • They struggle to differentiate themselves from their competition.

Differentiation is crucial if an organisation is to stand out from the “sea of sameness” that characterises some sectors.

• Their branding is appealing but it does not accurately reflect the reality

• An effective EVP enables an organisation to stand out as different but also it ensures that the “packaging‟ reflects the “contents”.

• All too often people join organisations tempted by the “branding‟ and are disappointed when they experience the reality

What are the benefits?

• Helps you to attract and retain talent

• Helps you to appeal to different markets and tough to hire talent groups

• Means you stand out for reasons other than cash

• Helps you to re-engage your current workforce – and through that drives up performance

• Enables you to attract unsolicited applications from ‘hidden’ talent pools

• Helps you to prioritise your HR agenda

• Creates a strong “people‟ brand

What makes a good EVP?

• It clearly articulates what you have to offer

• It differentiates you easily from the competition

• It is built around attributes that genuinely targets the talent you want

to attract

• The EVP is at the core of all other organisational processes

• If operationalised well is the driver of engagement

It answers these questions

• Are we offering a differentiated promise which will attract target candidates and motivate current employees, and which is closely aligned to our corporate brand?

• Are we over-reliant on salaries and missing other more compelling attraction and retention benefits?

• Are we investing efficiently using an integrated media approach which targets the right candidates at the right time with the right message?

• Are our employees experiencing the promises they were given when they joined?

Corporate Brand v EVP

• A corporate brand positioning sets the agenda for the promises to specific target audiences – customers, employees, shareholders and the wider community.

• The EVP defines the employee experience of the corporate brand and links to and build off key corporate brand elements, such as the corporate brand values or beliefs, and engage all employees in its delivery.

What should an EVP Contain?

• it should comprise similar elements to a brand– namely, a clear strategic positioning (how we define our market, who’s our target candidate/s, who’s our competitive set);

• an underpinning insight, based on a deep understanding of target candidate and employee needs and motivations;

• a compelling and differentiating promise, supported by key, tangible facts; • and an integrated expression of the EVP across all external and internal

‘touchpoints’. • In short, an EVP should provide a succinct and clear distillation of what sets

you apart as an employer, brought to life in a way which your target candidates or employees will find irresistible.

• Think Virgin, Google, Procter & Gamble, Accenture...

Lets take an example

12

13

How do we create one

Collect Data

Analyse Data

Develop test

proposition

Revise and Finalise

Launch Review

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EVP Framework

In short

Employee Value Propositions offer a key marketing tool to enable employers to

attract and retain the right talent and to build the competitive edge needed to

drive growth.

Questions?

Please type your questions in the Question box on the right.

Thank you for your time!