Perhaps the biggest challenge for organisations is securing the influx of talent to be ready for the future, especially when the influx is far from constant. A relevant, authentic, and distinctive employer brand is therefore important in attracting the right employees. A powerful tool to create a strong employer brand is an EVP. Just as the positioning of a corporate brand is the guiding principle for the development of that brand and all associated supporting activities, an EVP articulates the essence of what a company wants to stand for in the minds (and hearts) of candidates and employees. That’s why an EVP is the first essential step in the development of an attractive employer brand.
Talking to different clients about EVPs, I’ve noticed that different meanings are often given to this concept. Especially when the concept of “positioning” also comes into play. So, let me do my best to explain the relationship and differences between these two concepts.
Difference and similarity
A well-thought-out EVP is one of the conditions for a successful employer branding strategy. You have to understand that an EVP is not the same as brand positioning, another crucial component of employer branding. The positioning of an employer brand in job market communication has everything to do with the perception of the brand in the minds of candidates and employees; the distinctive character. The provides the arguments confirming or justifying this picture.
The EVP is therefore the unique collection of core brands and benefits that motivate candidates to apply for a job at your company. So, what’s involved in developing an EVP? Actually, mainly the elements that we encounter in the positioning of a corporate brand:
A strong (consumer) brand often plays a decisive role in the choice of an employer. That’s why it’s all the more important for companies to position their brand clearly and distinctively on the labour market. A clear employer positioning then reinforces the overall perception of the brand. But how can companies without a strong consumer brand position themselves as an attractive employer? Brand positioning is usually based on (customer) insights, brand values, a value proposition, and a brand promise. To motivate future and current employees, it’s necessary to translate this brand positioning into an EVP and therefore interpret the brand values from the employees’ point of view.
In summary, I come to the following definitions of an EVP and positioning as part of employer branding:
The EVP describes the brand from the employees’ perspective. In the formulation of the EVP, the (future) employee will find all relevant and distinctive arguments to justify the choice for this employer. In addition, an EVP is the basis for aligning all communication and offers with the employer branding strategy.
Within an employer branding strategy, positioning a company or organisation as an above-average employer is aimed at managing the perception and thus attracting the right employees.
Does your employer branding strategy already contain an effective EVP?
At Goals we hardly encounter any companies that are not involved in employer branding anymore. That makes us happy! It shows that employers understand that they need to present themselves to talent in an authentic, distinctive and credible way. Even when the supply on the market exceeds the demand.
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