The steps to building an EVP A good fi rst step is looking at what your employees want. Research by Reed found that two of the top fi ve reasons for people looking for jobs elsewhere were salary or benefi t related. Our research also unveiled that the top-three desired benefi ts are: an annual salary increment (45%), a four-day working week (36%), and fl exi time (36%). Knowing what employees are after is a good starting point, but it’s important to make sure the benefi ts are tailored to what your employees want. Your EVP is more than just the salary and benefi ts you off er – it’s
about the whole workplace experience. Before you start, you must understand your employer brand so your EVP can answer your employees’ ‘Why should I work for your company?’ question. ■ Defi ne your employee persona – one of the fi rst steps to consider is the kind of employee you want to attract. Here, you need to make sure the message you give internally matches the values you show to the outside world. T roughout this step, it’s best to also refl ect on what you can off er potential employees, and those already working for you, to retain the talent right for your business.
■ Be honest yet unique - it can be challenging for companies to diff erentiate themselves from competition, but a well-executed EVP will allow you to do just that. Every individual within your company is diff erent and highlighting this will be your unique sell- ing point as the best EVPs resonate with a broad range of people and will allow your whole company to adhere to them. As such, it’s important to take the time to research what your workforce wants and employee surveys can be a good way of doing this. Honesty is key here. If your business is not where you want it to be yet, state what your goals are and how you intend to get there.
■ Make it timeless - here, you need to consider what your company’s core values are in order for your EVP to last and be embedded within the company culture. T ese will be the most important qualities that you want your business to be recognised and remembered for.
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Creating a company culture as part of your EVP doesn’t only
come from business leaders – it’s created through employees living and breathing your values. A really strong proposition will be able to foster a sense of belonging throughout the business and make employees feel proud to work at your company. As such, it’s important to think about the values you want to be known for and how best to embed them into your EVP. No matter what size your company is or the services you off er,
recruiting and retaining talent is a top priority. Your business will have an employer brand whether it’s been consciously developed or not, so devising a strong EVP will up your chances of being an employer of choice and attracting the best.
If you’re looking to hire talented professionals to help your company fl ourish, get in touch with Chris Willsher
chris.willsher@reed.com, or call Reed’s Northampton offi ce on 01604 636 644 (opt 3). Find out more about Reed at
www.reed.com
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