Delivering EVP through employer branded experiences

So, you have begun your own company-wide introspection to define your Employee Value Proposition (EVP), or have already defined it, now it’s time to think about delivery, or in other words, how to articulate and bring your EVP to life in employee experience terms.

As a reminder, the EVP is the employment offering between employer and employee, the employer’s commitment to help satisfy what employees need and want from their work, in exchange for their daily efforts and energy towards the organisation’s goals.  While all organisations have an EVP, not all intentionally define, shape and formalise it into strategy.

More importantly – and a key differentiating factor – not many organisations go as far as articulating and delivering their EVP into actual, lived ‘people experiences’. Experiences that are differentiated by your EVP, unique to your organisation, and articulate your company identity, goals, mission, values and norms.

These people experiences range across the employee life-cycle touch points (attraction, recruiting, onboarding, performing, developing) to those key job tasks, activities and processes instrumental to your organisations’ success. These key events can serve more than their original functional purpose. They are times where employees, partners, prospects, clients and customers all interact with your organisational brand and value proposition. This means that people are forever appraising/re-appraising whether their experiences of you are aligned to your EVP commitments, and in turn, will determine whether they reciprocate value (e.g. employees giving discretionary effort.)

Being able to manage and articulate your employer brand ensures you are in the best position to attract, engage and retain the people needed – it’s about standing out from your competition and communicating a consistent EVP in experiential terms. For example, this could be about providing a rich, realistic preview into your organisational norms during employee attraction, to training and ongoing reinforcement for how staff should handle customer communications during service disruptions. It is these kinds of opportunities that can really be utilised to differentiate your organisation from the competition.

Taking the familiar employee life-cycle, here are some example ideas to illustrate how you can articulate and bring an EVP to life:

Attract

  • Create ‘day in the life of’ role-play scenarios or simulations, played out through a working day narrative with the prospect in control, can provide realistic job or company previews. Not only do they support job-role fit & encourage self-selection in prospects not aligned to your company EVP & role, they are creative opportunities to articulate your identity, values and norms.

Recruit

  • Two personal selection methods, situational-judgement tests and assessment centres, can provide an opportunity to communicate your EVP to candidates. Situational scenarios and assessment centre exercises designed with familiar contexts in which assessed competencies are performed in, offer another opportunity to reinforce organisation EVP and brand to candidates.

Onboard

  • Preboarding and onboarding of new starters need to provide role clarity, socialisation, organisational knowledge and reduce any shock factors.
  • Technology can allow onboarding to begin before day 1, allowing new starters to connect with new and existing employees, to learn and assimilate company & role specific knowledge, to experiencing case studies in narrative-driven experiences. If designed well, these can support new starters time-to-proficiency.

Perform

  • Feedback and recognition mechanisms, powered by technology, allowing managers and peers to applause and recognise values-based behaviours can reinforce EVP-based behavioural norms.
  • The use of quick ‘pulse’ crowd-suggestion, voting and feedback mechanisms can provide feedback opportunities for employees, customers to clients. This data can provide insights into whether your EVP commitments are being delivered consistently across your employee and customer interaction points.

Develop

  • Games-based learning and simulation games can be designed specifically around learning objectives and within highly-contextual, employer-branded experiences. These simulations can serve to promote the relevance of training to employees and encourage its transfer back into working environments.

 

If you’re interested in doing something to impact and support your organisation’s EVP, why not get in touch and see what we could create for you? info@motivait.net