The EVP encapsulates what defines a company as an employer. Why three verifiable characteristics are more effective than ten generic ones, and why promises often fail.
In times of skilled labor shortages and demographic shifts in the job market, a positive employer brand is crucial for attracting and retaining employees in the long term. The Employer Value Proposition plays a central role in this.
The Employer Value Proposition (EVP) combines the most important characteristics that define an organization as an employer and distinguish it from competitors. It shows what a company stands for as an employer and what it offers potential employees. The EVP is the promise made to the job market. It is closely linked to the culture practiced within the company.
Employers have long since ceased to be in a position where they can pick the cream of the crop from a multitude of applicants. The shortage of skilled workers and demographic change have reversed the balance in the job market. Candidates know their worth and specifically choose the company whose field of activity, corporate culture, and benefits they can best identify with.
Organizations must therefore actively work on their employer brand and communicate it externally in order to remain competitive and to attract and retain qualified employees. The EVP is the foundation of this work.
The EVP is not about gathering as many arguments as possible for the company. The goal is to define meaningful and unique characteristics that set the organization apart from competitors. It is better to have three really strong features than ten generic ones. We show you how to do this in five steps to an EVP.
These aspects can be incorporated into the EVP:
Above all, the EVP should reflect actual conditions. If the employer promise is dishonest, it will quickly be exposed, as it is put to the test every day within the company. Dissatisfied employees will voice their frustration on social media or job platforms. This has a negative impact on the employer brand.
Therefore, develop an EVP that delivers on its promises. This gives the company credibility and results in satisfied employees because their expectations are not just raised, but met. They stay with the organization longer and, at best, become advocates for it externally.
You should avoid cliché or vague phrases like "pleasant team atmosphere" or "fair compensation." Candidates have read such phrases countless times. Instead, think about why the team climate is actually good. Is there a regular cooking night that brings colleagues closer together? Or does the team have a particularly quirky sense of humor that bonds them?
The promise made to the labor market is a core component of an employer brand. An Employer Value Proposition should therefore be well-considered and demonstrable in everyday practice. After all, it takes more than a few empty phrases to convince applicants of your company's value.
