Continually evolve and evaluate effectiveness
“Creating an EVP is not a once and done project”, Victoria Bond warns as she encourages employers to look at their EVP and EVP Playbook at least twice a year to keep it fresh and relevant and ensure you are articulating the differentials enough. To do this, we recommend the following methods:
- Gather employee feedback – Get employees involved using tools like regular engagement surveys, which will allow you to look at whether there are any other strengths that have come in terms of your culture.
- Carry out competitor research – Do you know what competitors are doing, and are you keeping up the pace? Look at your competitor's ‘Work for us’ pages and company socials to get a feel for their EVP and culture.
- Look at the data – By analysing metrics such as employee engagement, turnover rates, and recruitment success, you can assess its effectiveness and determine whether its resonating with employees and prospective candidates.
Adapt your EVP marketing
If you’re investing the time and resources into perfecting your EVP, it’s absolutely crucial that you are getting the message out there. If you spend a lot of time creating marketing materials to portray your EVP and attract and retain talent, but they are falling flat or not reaching intended audiences, it is not a worthwhile exercise. Take the time to review engagement metrics, trial different content mediums, and identify new channels and platforms to optimise your EVP marketing.
Jess and Victoria have seen less polished posts hitting the mark over hyper-organised and corporate marketing, for example, video employee testimonials or a day in the life on TikTok. Showing real people in a natural way often has the most impact and drives engagement as people feel this is more authentic and telling of the brand.
In summary, a well-crafted and effectively communicated EVP can provide an advantage in a competitive talent market. By regularly reviewing and optimising your EVP, you can ensure that it remains aligned with employee needs, effective in attracting talent, differentiated from competitors, and adaptable to changes in the organisational and economic landscape. Your EVP is an ongoing process - improvements are essential for maintaining a strong employer brand and competitive position. Remember, an EVP benefits many business areas across the whole people spectrum, including the recruitment process, retention strategy, and employee experience. At Search, we encourage our clients to create and evolve their EVP - it's not only an enjoyable and worthwhile project, but you will learn a lot about your people along the way!
For more insight on creating and evolving a strong EVP and positioning this effectively, access our recently recorded webinar ‘Differentiating your company in a competitive talent market’ featuring our expert panel.