Continuing from my earlier post, I had mentioned that I will write about why Employee Value Proposition (EVP) is becoming important to include in companies.

It is becoming evident that a remuneration package (salary and benefits) is not the only motivator for employee satisfaction. EVP has been proven crucial to attracting, hiring and retaining the best talent in the industry. This goes a long way in helping prioritize the HR policies, creates a strong brand in the eyes of people, and helps in workforce engagement.

EVP is used to describe the characteristics and appeal of working for an organisation. It clearly highlights why the company is different and why top talents want to work there and be loyal. Hence, it is a unique set of offerings, associations and values that will positively influence them to choose an employer.

Value proposition encompasses some of the following factors such as:

  • Learning and development
  • Flexible work arrangements
  • Opportunity for personal achievement
  • Challenging and meaningful work
  • Pride-inducing set of workplace values
  • Appealing organisational culture
  • Sense of purpose
A well thought through and executed EVP can bring an organisation significant benefit as it can help reduce costs and time in attracting and retaining talents; it can gain interest from high-calibre candidates that are tough to hire and can appeal to people in different geographical markets; helps to re-engage existing employees and rebuild excitement back into the workplace; helps you to prioritise your HR agenda and essentially gain a high reputation as a place to work.

One of our clients had recently developed an EVP into their global and local markets and I was interested to understand more on this topic. They had told me that they had three objectives to implement:

  1. To identify priority areas for change in order to maintain and improve engagement of key talent
  2. Differentiate themselves against their competitors
  3. To help make the new corporate brand a reality

They followed a thorough research process and developed an EVP that was tested externally and internally across 10 countries and with 13 key talent groups. During the test they had faced some challenges in certain target groups ether due to cultural differences or lack of importance.

However, some of the elements of their EVP was adapted and successfully managed to drive their business and culture forward. They now have a clear and differentiated EVP and is making it work hard in a very practical and tangible way.

I was delighted to hear the positive outcome it gave to their workplace, and helping HR with their organisational processes and/ priorities.

I have found during my findings, experience and even helping companies with their HR plans that top performing companies build loyalty to an employee the same way a consumer brand builds loyalty to a product. In conclusion it ultimately comes down to ‘’the give’’ and ‘’the get’’.

If this is a new concept that you have not yet considered in your company’s pipeline, I would highly recommend that you explore this further. If you are keen to understand more on how you could incorporate EVP into your strategy then please do get in contact with me directly via I will be happy to have an initial discussion with you to understand your current and/ future needs.