Employer branding creates a positive image of your company as an employer. It is the centerpiece of every talent acquisition program.
Employer branding can be as simple as a consistent look and feel to your job posts, or it can be a more sophisticated Employer Value Proposition (EVP).
An EVP defines your promise to employees and quickly summarizes what an employee can expect from your company.
An employer value proposition is a statement that defines the value that an employer offers to its employees. It is a promise that the employer makes to its employees in exchange for their time, skills, and experience.
An EVP can and should be used to attract and retain top talent, and to create a more engaged and productive workforce.
How to create an EVP
- Determine who you are trying to attract and retain. What are their needs and wants?
- Once you understand your target audience, you need to determine what makes your company different from the competition. What can you offer the employees you are targeting they can’t get anywhere else?
- Make sure to align your value proposition with your company’s culture and benefits. For example, if your main value prop is “live well, work well,” health seminars, exercise facilities, gym memberships and Employee Assistance Programs should all be on the table.
- Once you have created your EVP, you need to communicate it effectively to your target audience. This can be done through your website, job postings, social media, press releases and it can even be printed on employment applications.
Here is an example of Value propositions that are perfectly aligned with a company’s culture and benefits.
One of Nike’s recent EVPs is “Win as a Team.” This sentiment resonates across the company’s spirit and culture. Nike emphasizes innovation in the world of sports with a team mentality. It approaches benefits and compensation with the same perspective.
Here is another Value Proposition from Nike, “When you join NIKE, Inc., you are part of the family.
To inspire greatness inside and outside work, we invest in our culture and offer employees competitive health, financial, security and work-life benefits.”
The company offers perks such as fitness discounts, relocation benefits, competitive pay and retirement plans, and advanced learning opportunities.
Benefits of having an EVP
- An EVP helps employers attract and retain top talent by highlighting the unique value they offer.
- An EVP can help improve employee engagement by providing employees with a clear understanding of what they can expect from their employer.
- Increased productivity: An EVP can help increase productivity by creating a more motivated and engaged workforce.
- Reduced costs: An EVP can help to reduce costs by reducing turnover and absenteeism.