Steven Brand, Recruitment Marketing & Employer Brand Manager at Deloitte, talks about how they created their EVP.

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Developing an EVP in an
imperfect world
Steven Brand
Recruitment Marketing & Employer Brand Manager

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• How and why we built the Deloitte EVP
• Stakeholders and how we socialised it
• The impacts that had, and the benefits
we’ve seen
• The lessons we’ve learned about an EVP
in the real world

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Why develop a central proposition?

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Where you’re aiming to get to
• The intersection point where opportunity for distinction,
credibility of offer and interest of candidates meet

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Delivered us 4 Brand Pillars
• Areas we can credibly claim mapped against those with a relevance
and interest to our audience
• Covering a variety of topics
• Ownership by team and service line is built in
• They do not all need to be true for every piece of work we do
• The final step was to further condense these down into a single,
encapsulating statement – our essence and our starting point
So, we have our EVP. But that’s the easy bit…

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The challenge?
• How do we bring it to life
• How do we share it across a 15,000 person firm
• How we do bring cynics on board
• How do we ensure it can sustain itself
• How can we make it meaningful
The answer? It’s not ours, it’s everyone’s
• A fundamental objective for us had to be how can we make sure it belongs
to everyone
• So we don’t develop in isolation, we involve a variety of key stakeholders
• And we don’t focus only on our launch timeline – we embrace
collaboration with the wider business

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What we did
• Socialised EVP via sessions with:
• Leads in Experienced Hire and Student Resourcing
• HR Directors in each service line
• Talent Partners for each service line
• UK firm Managing Partner for Talent
• UK firm HR Partner
• CMO and Head of Brand
• Comms journey and purpose:
• Early briefing with HR Partner and Chief Marketing Officer to help
shape the project
• Outputs and journey shared with full stakeholder group
• Sessions kept small, short and personal
• Bespoke presentations for different audiences

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Bringing it to life: Tying in with purpose
• Big focus on our agenda for 2020
• Strong link to the strategy of our re-elected CEO
• Both heavily influenced by our purpose
• High visibility of purpose globally
Therefore:
• Work closely to ensure we’re not side-lined or derailed
• Leverage relevance of purpose to our audience
• Raise profile of our work by association

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What have we learned?
• That this isn’t grown in a lab in sterilised conditions
• There’s no such thing as the perfect time
• You can launch. You don’t have to LAUNCH!!!
• That your project might belong to you, but your EVP belongs to the
firm…
• …which makes it hard to rigidly dictate timings, launch dates, outputs…
• …and will mean sharing, tweaking and changing constantly as you progress through
stakeholders.
• That all of this leaves you with something that will land better,
resonate stronger, last longer and work much harder for you than
something developed in isolation can ever do.

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In conclusion
Embrace your stakeholders
Take your time to get it right for them
And start to share it when you’re ready

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Examples of work

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Real Estate: bringing projects to life with unusual photography

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School Leavers: Placing them in the centre of the business world

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