EVP: Definition and implementation in an HR strategy

Imagine yourself as an employee in your own business. What do you want? A good salary? Paid vacation? A fulfilling corporate culture? Of course. But have you ever heard about the Employee Value Proposition (EVP)? This is what makes the difference between a simple company and an essential employer brand. EVP is not just a strategy, it's the promise you make to each employee.

In a job market where talent is king, offering a powerful EVP could well be your best asset in attracting and retaining. Beyond salary and benefits, it's about the image you convey, the career opportunities you offer, and the meaning you give to each job. Are you ready to define and promote your EVP? Let's dive into this guide together to help you do that.

1 - Everything you need to know about the Employee Value Proposition

1.1 - What is the Employee Value Proposition?

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Let's start with a definition, EVP, as its name suggests, refers to a value proposition for employees. It refers to the various offers that a company can present to its future candidates, i.e. the elements motivating them to apply and stay there. This proposal takes the form of experience offered to candidates in exchange for their work.

For example, we find:

• The social benefits (teleworking possibilities, paid holidays...)
• The remuneration (salaries, bonuses...)
• The quality of life at work (atmosphere, social relationships...)
• The development opportunities Of career
• The corporate culture (teamwork, events...)

More generally, the EVP includes all the rewards, whether material or intangible, that employees will be able to receive throughout their contract.

1.2 - EVP in the Employer Brand

Although EVP is an essential component of the employer brand strategy, they are two different things: the employer brand aims to seduce candidates through the attractiveness of the company, while the value proposition is one of the ways to reinforce this attractiveness.

If you want to know more, we consulted close to 69 experts in order to obtain the keys to a attractive employer brand.

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• Feedback from 69 employer brand specialists
• The 4 main attractiveness factors
• Recommendations by type of business

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While the employer brand highlights the image of your company to the general public, the EVP is mainly oriented towards internal use. Only the combination of these two elements will allow you to effectively attract new talent.

1.3 - Why define an EVP?

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Now that we have presented the concept of a value proposition, it is time to look at the objectives of such a method: what are the advantages offered by the EVP?

Benefits for businesses:

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• Attracting talent : A solid EVP gives you a competitive edge in the job market, allowing you to attract the best qualified candidates or the most suitable for your positions.
• Reduction in turnover : By hiring candidates who are in line with your corporate culture, values, and work methodology, you increase the likelihood that they will stay in their jobs longer. This contributes to reduce the turnover rate (staff turnover), as well as the costs associated with recruitment/training procedures.
• Employee loyalty : If you value the work of your employees and take into account their needs, they will be more likely to be loyal to your business. They will be more motivated to work, and therefore more productive.
• Strengthening the employer brand : In addition, a well-received EVP strengthens the company's reputation as an employer of choice, both for customers and for the general public.

Benefits for employees:

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• Professional development : A good EVP can help employees identify growth opportunities within the company, and therefore to consider opportunities for development.
• Concrete rewards : The benefits promised by the EVP to employees make it possible to bring concrete and tangible rewards to the work provided, which encourages effort.
• Job satisfaction : Employees who are happy with their corporate experience are more likely to be happy at work, which can have a positive impact on their life outside the office.
• Stress reduction : And finally, employees who trust their employer and manager feel respected at work and generally see their stress levels reduced.

2 - How to build your Value Proposition for Employees ?

2.1 - Do an analysis of the existing

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The construction of an EVP requires above all the understanding of needs And expectations of your collaborators. Your EVP must be able to satisfy your company but also your teams, which is why it is advisable to conduct internal investigations And discussions at first.

With these interviews, you can easily identify the satisfaction factors, commitment and retention of your employees. Take time to analyze their feedback, performance reviews, but also HR data for useful information. This is an important mission of HR departments.

2.2 - Define key elements

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First of all, you will need to take the time to care for your recruitment process. In order to attract qualified and promising candidates, it is strongly recommended to submit your original recruitment. To do this, several options are available to you:

1. You can create an ad that's out of the ordinary: for example, if you're looking for a graphic designer, you can add a poor design to your ad. A touch of humor and humility always makes a small impression on readers.
2. You can also choose an original location for your interviews, such as a café, bar, or park. This process has the merit of going beyond the traditional “two chairs, one desk” framework, and of offering a more memorable experience.
3. And finally, you can turn to innovative and fun recruitment methods : that's exactly what's on offer Yuzu, our software.

Towards innovative recruitment with Yuzu:

After several years of R&D with researchers in Psychology and Neuroscience, we imagined Yuzu : one New Generation Assessment Center, specialized insoft skills assessment (the famous soft skills).

With Yuzu, talents are immersed in scenarios developed with the latest technologies of the Video game.

The evaluations, on the other hand, are accessible to all profiles thanks to simplified orders and cloud technologies (all you need is a computer and an internet connection to be evaluated).

Recruit in an original way with Yuzu

The advantages of our solution:

• One candidate experience exceptional to boost your employer brand ;
• A solution accessible to all to ensure equal opportunities;
• A decision support tool to detect and promote interpersonal skills.

Whether it's for your recruitment process Or of internal mobility, we are transforming the assessment of Soft Skills in a strong and fun moment.

Next, you'll need to identify the benefits that are unique to your structure. To do this, ask yourself the following questions:

• What are the specific benefits of my business?
• What work environment would my employees like to have?
• What is my company culture?
• How can I ensure that my employees can evolve?

Once you identify the strengths of your business, setting up your EVP will become much easier and more intuitive. Clearly define your added value, and create simple and concise statements to present your EVP to your employees.

2-3: Communicate about your EVP

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Once your EVP is built, you can communicate it internally, but also externally to your potential candidates! To do this, integrate your EVP into all your communication media: your website, your social networks, your job descriptions and even into your HR marketing activities.

The value proposition should be your major selling point, so don't hesitate to remind yourself of it during your job interviews, and more generally, during all your recruitment sessions.

Conclusion

To summarize, EVP is a major asset of your employer brand strategy: it allows companies to attract confirmed talent, reduce their turnover rate, retain current members and strengthen their image as an employer of choice.

It also allows employees to be fulfilled in the office, to have concrete rewards for their efforts, but also to reduce their stress rate because their work is appreciated at its fair value. However, you should also think about communicating about it through various channels such as social networks to reinforce its impact.

We invite you to use the advice given in this article, and to get Yuzu if you are interested in the method. Thanks to this software, you will be able to gamify your recruitments, benefit from tailor-made evaluations based on people, and boost your employer brand by offering your candidates a unique experience.