You’ve got a strong employee value proposition (EVP), but how well are you communicating it?
A comprehensive EVP can enhance your company’s identity and culture, boost your employer brand, and improve recruitment efforts. To reach and attract new talent, you need to think of compelling ways to engage them with your message.
And it’s not just new employees you need to be thinking about – your existing colleagues need consistent reminders too. It goes beyond communicating your EVP once during the onboarding process and never mentioning it again – good communication starts with having a strategy in place and using the right communication channels to reach people at the right time.
Here are some ideas to help you communicate your EVP at every stage in the employee journey:
Filter messaging across the recruitment process
Your EVP is the core offering of benefits, rewards and experiences that you provide to employees, so you need to ensure this is shared across different platforms. Whether you use social media, recruitment tools, internal channels or all the above, filter the relevant parts of your EVP into those places. Make it clear why someone would choose to work at your organisation and what unique benefits and experiences they can expect.
Use technology to your advantage
Rethink how you communicate your EVP. You may have formal documentation somewhere collecting dust, but why not think outside the box and use on-demand video, entertaining animation or mobile-friendly interactive content to engage your colleagues? More of us are working flexibly and remotely, so this allows everyone to access your message wherever they are and when works best for them.
Spotlight career development
It’s likely that new and existing employees will place a high value on career opportunities. How you propose career development opportunities within your company can be the deciding factor for many employees about whether they’ll join your company or stay long-term. Be sure to answer questions like:
- How does the company support career growth and work-life balance?
- How does the company promote work-life balance?
- How does the company champion a collaborative work culture?
- Are there clear pathways to promotions and are expectations set?
These are just a few ideas, but it’s worth investing time to ensure this area is addressed in detail so you can attract and retain talent.
Reinforce your purpose and values
Employees need to know that their job matters and the company they work for has a positive impact. We’ve seen this increasingly with Gen Z who are entering the workplace with high expectations for their employers, driven by a sense of purpose and knowing that sustainable solutions are a priority. Use this opportunity to communicate the environmental, social and governance (ESG) issues you champion and highlight the ways colleagues can participate.
Listen and implement change
As with any form of employee communication, it’s crucial to measure the results. Establish a feedback loop to continuously refine your EVP. You can achieve this by gathering data from employee engagement surveys and focus groups, as well as recruitment and exit interviews. Encourage employees to provide honest feedback—this is one of the most effective ways to identify your strengths and address any gaps in your EVP.
The takeaway
Build a clear and consistent narrative across all channels and touchpoints, both internally and externally. See it as a journey and something that can evolve – challenge the process regularly.
We offer a consultancy and strategy service to support our clients with their internal communications. Book your 30-minute discovery call to talk about maximising the impact of your EVP.
