Secrets to a Great Employee
At the heart of your employer brand
strategy should be your employee
value proposition (EVP). Your
EVP is an employee-centred approach
that is aligned to existing, integrated
workforce planning strategies because it
has been informed by existing employees
and your external target audience. In
its simplest form, your EVP is a set of
associations and offerings provided by
your organisation in return for the skills,
capabilities and experiences an employee
brings to your organisation.
A unique, relevant and compelling
EVP that is well-communicated can be
the difference between why talent choose
your organisation compared to any one of
One of the most effective EVP
definitions I have found was developed
by BASF. Their global EVP is based on
34 j u l / a u g 2 0 1 1
by Brett Minchington
the following core aspects:
•• As the world’s leading chemical
company, we offer intelligent
solutions both for our customers and
for a sustainable future.
•• We connect people with very different
talents worldwide and offer them a
variety of opportunities.
•• And for us, our employees’
performance counts as well as their
In addition, BASF developed EVP
rules and the regions were empowered
to select specific EVP focal points they
considered most important for their
region. With respect to each regional
communication of the EVP, the global
EVP represents the umbrella that ensures
the overall consistency of BASF’s
employer communication. It allows
customisation as necessary in order to
really meet the needs of the target groups
approached in a particular region.
Defining your EVP
To define your EVP you should conduct
in-depth research to determine the
most important attributes your target
audience is seeking from an employment
experience, why employees chose to
join your company, why they stay and
which employment attributes you could
improve. As a minimum the research
agenda should include 1) research across
the entire employee population using
a reliable online survey tool and 2)
focus groups of employees chosen from
homogenous segments of your workforce,
eg by division, region of job tenure. You
should also include a sample of new hires
j u l / a u g 2 0 1 1
Figure 1: Influencers of employment choice—Gender
(0-3 months) in your sample as this is
when the perception vs reality test of the
employment experience is most evident.
Your research outcomes should:
•• Define the driving motivators of
attraction, engagement and retention
of current employees and determine
any gaps between the aspirations,
expectations and perceptions of
leaders and employees about the
•• Determine perceptions of your
organisation as a ‘great place to work,’
amongst your external target audience
Accessing relevant secondary research
will save you time and money when
trying to understand the employment
needs of your external target audience.
In a 2010 global study by Employer
Brand International (EBI) to determine
which employer brand attributes have the
strongest influence on employment choice
(see figure 1), we found the strongest
influencers of employment choice by
gender include: working for a company
Employer Brand International
with a strong reputation, the opportunity
to work with thought leaders, being
rewarded for good performance, and
working for a company that has a culture
of innovation. Interestingly the study also
found a friendly work environment was
six times a stronger influence for females
compared to males!
This type of research can inform the
development of your external facing
EVP and make it clear that the same
EVP does not necessarily work across
all of your employee segments. It is
important to understand the implications
of these differences. For example, if
your workforce has a high percentage
of females it is important to assess
your policies, systems and processes to
determine if they work towards creating a
friendly working environment. Failure to
do so could result in an important value
proposition being overlooked.
A picture is worth a thousand
On completion of your EVP research you
should bring together your results into an
‘Employee Lifecycle Engagement Map’,
a consolidated picture of how your EVP
impacts on talent attraction and retention.
The Map will inform managers of
the ‘key moments of truth’ for your
EVP along the employee lifecycle. The
map focuses efforts on aligning values,
behaviours and actions with your EVP
and is reflective of information revealed
during the research process. Rewarding
managers for delivering on your EVP will
assist in building a culture of leadership
focused on delivering a positive
employment experience aligned with the
needs of your talent.
This story first appeared in HR Futures
Employer Brand Leadership
About Employer Brand International
EBI provides research, advisory and thought
leadership in employer branding through
strategic consulting, conferences/training,
publications, research and global think-tanks.
EBI’s expert services are provided
through an international network of expert
employer brand Senior Associates. EBI’s
Global Advisory Board consists of leading
corporate professionals and academics
from around the world.
Why choose to study the Certificate in
Employer Brand Leadership?
• Study for an in demand leadership skill
• Case study approach to support
• Real world application
• Flexible study options
• Supportive learning environment
• Access to the world’s most extensive
employer branding learning resources
• Alumni support
1. Since 2007 EBI has trained thousands
of managers in employer branding in
more than 50 cities in 28 countries.
2. Access to an employer branding global
community of 3500+ members.
3. Course is supported by world class
learning resources including books,
handbooks and global research reports.
4. The first course of its kind offered in
partnership with educational institutions,
business and the community.
5. Accredited by EBI
5 QUICK FACTS
WELCOME FROM THE
Welcome to the Certificate in
Employer Brand Leadership
Course – a contemporary
leadership program for
managers around the world.
Since 2007, Employer Brand
International has conducted
training for thousands of
managers in employer branding
in more than 50 cities in
28 countries including Australia, Belgium, Denmark, France,
Germany, Italy, Russia, UAE, UK, and the USA.
Employees are fast becoming central to the process of brand
building and their behavior can either reinforce a brand’s advertised
values or, if inconsistent with these values, undermine the credibility
of your messages. Employer branding is a whole of business
concept concerned with the attraction, engagement and retention
initiatives targeted at enhancing your company’s employer brand.
The contest amongst employers to attract and retain talented workers
takes place in a world where changes in the political, economic,
social and technological environments and concerns about a
company’s environmental footprint is driving widespread change in
employment patterns. Today, competition for the best employees
is as fierce as competition for customers and market share.
The course brings together a talented team of academics,
strategists and corporate leaders to create an inspiring learning
experience in the growing field of employer branding.
Our emphasis is on assisting you to develop leadership,
communication, problem solving and team building skills, which
will enable you to better understand and deal with the complex
issues of management in a changing business environment.
In selecting students we look for high quality people with the potential
to not only benefit but also contribute to the learning experience.
Whilst practical in orientation, your learning experience will include
networking with like minded professionals around the world to
support a solid theoretical grounding in employer brand leadership.
Organizations that can attract and retain the best minds by
leveraging a unique, relevant and distinctive employer brand
will have a competitive edge in the marketplace.
We look forward to welcoming you and wish
you the very best with your studies.
Employer Brand International
CORE MODULE A
THE BUSINESS CASE FOR EMPLOYER BRANDING
Study Unit 1: The Fundamentals Of Employer Branding (EBLFU)
CORE MODULE B
BEST PRACTICE IN EMPLOYER BRANDING
Study Unit 2: Employer Brand Leadership Principles & Practices
Study Unit 3: Employer Brand Strategic Management (EBLSM)
Study Unit 4: Employer Branding Mapping & Competitor Analysis
Study Unit 5: Employer Brand Analytics & Reporting (EBLAR)
Study Unit 6: Contemporary Practices in Employer Branding & Social
Study Unit 7: Employee and Customer Experience (EBLCE)
CORE MODULE C
THE FUTURE FOR EMPLOYER BRANDING
Study Unit 8: Employer Branding Social Responsibility (EBLSR)
Study Unit 9: Future Trends in Employer Branding (EBLTD)
Study Unit 10: Employer Branding Case Study Analysis (EBLCS)
HOW TO APPLY
Apply online at
or to enquire please email Andrea at:
Please direct all course
Ms Andrea Fielding
P +61 8 8443 4115
F +61 8 8443 4149
The EBI Employer Branding Global Community is an important part of
the life and community of the School, as it forms an integral part of the
School’s business relationships.
The network is diverse, including students and graduates who work and
live locally, interstate and overseas.
With more than 3500 members, the EBGC supports members in
• Fostering global networking opportunities
• Informing the business community of latest trends in employer branding