An EVP for Everyone: How to Build Yours Jennifer Boulanger, Talent Acquisition Project Manager, Wehkamp

1. Property of TALENTBUILDER BV
An EVP for everyone
How to build yours
Jennifer Boulanger

2. What is an
Employer
Value
Proposition?
It is the employment deal
derived from the rewards and
experiences received in
exchange for the employee’s
work for the company.

3. An EVP must answer these questions
1. What does it take to attract the right people?
2. What does it take to motivate our people and make sure
their do their best work here?
3. What does it take to retain our people?
4. What is our company’s brand as an employer?

4. A strong EVP is an authentic
representation of the employee
experience
It tells a consistent, truthful and compelling story

5. EVP is not something you can proclaim
It already exists. It can be understood,
described, and illuminated by data
EVP is not the same as the company
mission, values or goals
EVP is not static
It is a living, breathing, always evolving
concept
What isn’t the
Employer
Value
Proposition?

6. Why have an EVP?
1.Competitive Advantage
2.Unified Brand
3.Engagement & Retention
4.Foundation for Employer
Branding

7. The EVP is a compass for the
employer branding strategies
EVP

8. 1. Research
& Discovery
2. Articulate
& Design
3. Review &
Validate
4. Launch &
Communicate
5. Measure &
Adjust
EVP development
phases

9. Phase 1
v
Phase 1: research &
discovery

10. v
Why do we exist
Why does it matter
Why do people work here
Why do people leave
Who are our competitors
How are we different
A look in the mirror

11. Employee perspective
• What makes your company a great
place to work?
• What attracted current employees to
join the company?
• What differentiates you from other
employers?
• How do you show your employees
that you appreciate them?
• What can the company improve in
its employment experience?
Leadership perspective
• Critical dimensions: company
mission, culture, employee
development, leadership, rewards
• Vision for the future: where will we
be in 5 years time?
Internal research –
Who we are and want to be
v

12. Look at existing data
• Glassdoor reviews
• Indeed reviews
• Previous employee surveys
• Exit interviews
• Referrals
• NPS score
Conduct research
• Employee focus groups
• Senior leaders and executive interviews
• Employee engagement survey

13. • New hires interviews
o Why did they choose you
• Competitor analysis
o Who is competing for them
o What do they offer
• LinkedIn data
o Talent mapping
o Talent Brand Index
• Candidate surveys
• Persona mapping
• What good looks like
(WGLL)?
External research – Who we
want to attract and hire

14. • Typical backgrounds of key roles
• Key people-competitors
• Attributes that make someone a superstar at your company
• Hiring philosophy
• CV or LinkedIn samples of top talent
• Define target talent buckets (communities)
What does top talent look like to your
company?

15. Phase 2:
articulate &
design

16. 1. Identify the core
team
Bring together your experts –
• Key executives
• HR & Recruiting
• L&D & Total Rewards
• Internal communications
• Marketing, Creatives & Agencies
• Hiring Managers
• Key Internal Talent

17. Commercial Objectives
• What is your USP?
• Competition and audience (Talent
Buckets)
• Why people choose you
• Who is the market leader and
why?
• What are your brand values?
Employer brand promise & attributes
• What is unique about working
here?
• What makes you feel good about
the work you do?
• What is the perception of at the
moment? What should it be?
• Finish the sentence
• Working here makes me feel…
• (Company name) work culture is…
2. Identify your unique offering relevant to
the talent market

18. • Who we are
• What we do
• How we do it
• Why we are
different
3. Draft the
EVP statement
& pillars • Why we do it
• Why we love it!

19. Conduct an EVP workshop
Identify your unique
offering relevant to our
talent market
Employer brand promise
Gives and gets of deal
EVP pillars
Draft the EVP statement
Who we are
What we do
How we do it
Why we do & love it
+ Evidence

20. Examples

21. WEVP
Wehkamp Employee Value Proposition

22. To serve the underbanked

24. Key takeaways

25. Your EVP is the foundation of your culture and reputation.
Without one you cannot attract or retain the right talent.
Also make sure it answers the right questions.
1

26. You need to take a look in the mirror to understand your
differentiators and why talent would work for you. This is
your competitive advantage.
2

27. Craft your EVP, pillars and statements in a workshop with
the right folks. Get alignment and make sure you have
evidence. Be creative and have fun with it!
3

28. Ready to build your EVP?
@jenrecruiter
www.talentbuilder.eu
jennifer@talentbuilder.eu