what is an employer value proposition?

An employer value proposition, or an EVP, is a unique set of offerings, associations, and values that can positively influence a company’s target candidates and employees. Every company needs a unique value proposition; one that reflects an employer’s competitive advantage, and presents future and current employees with reasons to work for the organization.

Employers that manage their EVP effectively benefit from an increase in their talent pool and in their employee engagement. The more attractive the employer, the less likely it is that they will need to pay a wage premium to secure top talent. Typically, less attractive employers; those without well-known or positive employer brands, struggle to attract top tier candidates and those with particularly niche or specialist technical skills.

By analyzing the factors that influence your organization’s value proposition, and by defining a strong and true EVP, you can develop an attractive and unique employer brand.


what are the benefits of having an employer value proposition?

An EVP provides your organization with attributes and themes that can be used as a long-term foundation for company branding and creative work. By creating an EVP, you can ensure that your company’s external and internal communication, plus its branding, remains consistent, authentic, and relevant to important target groups.

In addition, having an effective EVP allows organizations to source more deeply within the Middle Eastern labour market, increasing access to passive candidates. This is important for organizations who want to secure the best talent in an increasingly difficult market.

Ultimately, the EVP serves to define what your organization would most like to be associated with as an employer. It is closely related to the concept of employer branding, with the EVP being used to define the underlying ‘offer’ on which an organization’s employer brand is based.


how to define your EVP.

There are many ways that a company can approach the task of developing an EVP and an employer brand, but most involve four key steps:


gather and shift through your data.

The first stage is to collect and then dissect all of the data that you currently have available. This might include anything from employee engagement, on-boarding or exit interview information, and/or recruitment and retention metrics. By analyzing this data, you can start to identify trends and themes surrounding your employer brand. Often real insights come from the comments of employees, which can provide context to the numbers.


conduct interviews and surveys.

Involve key stakeholders at this stage, including senior management, HR, marketing, and most importantly existing and target employees. Conduct interviews and surveys to delve deeper into your data, and to explore themes that were uncovered during the information collection phase. By involving key stake holders, you can avoid using a ‘tell’ approach, where the brand defines itself and relies on marketing channels to relay its story from the top down.

Although this step is often debated by marketing and HR professionals, it’s worth noting that by aligning your EVP creation process with existing HR strategies, you will gain a more employee-centric approach. Including existing employees and target candidates helps to establish credibility, and uncovers whether or not your organization’s values run consistently through its approach to people management.


develop your EVP.

Based on all of the research conducted, and the insights generated from phase 1 and 2, you can start to craft an EVP that will become the essence of your employee experience and employer brand commitment.

Try to clarify the key areas of focus with which to support your EVP, such as work-life balance and career development. Test it against your existing HR strategy; if it fails to support it, you will need to make revisions.


deliver your message.

In the final phase, you should implement your EVP across the employee experience from your recruitment processes, to your on-boarding procedures, career development pathways, and even exit stage interviews. It’s important to ensure that your employer value proposition message is delivered at each of these stages, in materials such as recruitment advertisements and performance development materials.

Last but not least, build in methods to measure the EVP by incorporating it into your internal employee surveys and people metrics. This will help you to demonstrate the value of the EVP to stake holders, plus the return on investment and financial benefits to the organization.


how Randstad can assist with employer value propositions.

EVP development and delivery does involve a large investment in time and engagement from a business. If your organization does not have the resources or personnel available, you can use a third-party EVP service.

If you choose to use Randstad MENA’s EVP service, our consulting team will guide you through the employer value proposition creation process, to best help you to understand your organization’s employer brand. We analyze market data to provide insights on how the employer value proposition should be developed, and produce a bespoke report for each client. This report contains survey and field work results, as well as clear conclusions on where an organization can improve their employer brand.

Randstad have global partners within each region of the world, who set up large databases of respondents which they use to conduct their surveys. These respondents are recruited via various methods, both online and offline. These respondents are questioned on their awareness of your company and its competitors, their evaluation of, and willingness to work for your firm, plus socio-demographic questions.


further questions?

A well-informed EVP provides many benefits to companies, including better candidate attraction and retention of key talent, the creation of a strong employer brand, and guidelines on which to focus the firm’s HR agenda.

To be successful, an EVP must be unique, relevant, and compelling. If you would like to know more about creating EVPs that can act as a key driver of talent attraction, engagement, and retention, get in touch with our team. Our consultants would be happy to answer any questions that you may have.

< return to previous page


No comments posted yet.

write a comment

submit your comment