Development of a strong employer value proposition (EVP)

The Employer Value Proposition (EVP) refers to the value that an employer offers its employees. Human Resource Management describes it very explicitly. It is a type of “employer brand” and describes the unique aspects and benefits that a company offers its employees in order to attract, motivate and retain them in the long term.

The EVP includes various elements that affect a company's working environment, culture, compensation, development opportunities, working conditions and career prospects. It's about conveying to employees why the company is worth working for and how it differs from other employers.

A strong EVP can help attract qualified talent and retain existing employees. It helps to position the company as an attractive employer and increase employee satisfaction and retention.

When developing an EVP, it is important to understand employee needs, expectations and values. This can be done through employee surveys, focus groups or other feedback mechanisms. A well-defined EVP should be authentic, differentiated and relevant to create an emotional connection with employees.

Examples of elements of an EVP may include flexible working hours, an inspiring work environment, professional development opportunities, performance recognition, work-life balance, diverse and inclusive culture, benefits, company values ​​and mission, teamwork and collaboration, and support for personal development.

The EVP should be clearly communicated both in internal communication to employees and in external communication to potential applicants. A clear and attractive EVP can help strengthen employer branding and promote employee engagement and retention.

1st step: Analysis of the current situation

Before an EVP can be developed, it is important to analyze the current situation of the company. Both internal and external factors are considered.

Internal Analysis

Internal analysis of an employer value proposition (EVP) refers to assessing and understanding a company's internal situation in order to develop and strengthen the EVP. Internal resources, strengths, weaknesses and the corporate culture are considered. Here are some aspects that can be considered when internally analyzing an EVP:

1. Corporate culture: Examine the existing corporate culture and identify the values, norms and behaviors that shape the company. Assess whether the culture aligns with the intended aspects of the EVP and how it influences employee engagement and satisfaction.
2. Company values: Identify the company's core values. Check whether these values ​​are lived in daily work practice and whether they meet the expectations of employees. Consider how these values ​​can be integrated into the EVP to reinforce the authenticity and value of the EVP.
3. Work environment: Analyze the work environment and working conditions. Consider factors such as workplace design, office equipment, technology infrastructure and work-life balance opportunities. Identify which aspects of the work environment can be viewed as strengths or areas for improvement.
4. Personnel development and further training: Evaluate the existing opportunities for personal and professional development. Investigate whether employees have access to training, mentoring programs, career advancement opportunities, and other forms of development. Identify areas that may require improvements or new initiatives.
5. Leadership and Management: Analyze the leadership qualities and management style in the company. Examine how leaders support, coach, and motivate employees. Check whether there are clear lines of communication and whether employees feel heard and supported.
6. Employee surveys and feedback: Use employee surveys, feedback discussions or other instruments to record employees' opinions. Get insights into their satisfaction, challenges and wishes. Identify strengths to build on and areas that need improvement.
7. Compensation and Benefits: Analyze the company's compensation structures and benefits. Check whether compensation is competitive and whether there are benefits that meet employees' needs. If necessary, identify areas where adjustments should be made.
8. Employee retention and turnover: Analyze employee retention and turnover rates. Investigate the reasons for employee departures and identify possible improvements to increase employee retention. Also identify factors that keep employees in the company long-term.
9. Best practices and success stories: Identify best practices and success stories where the EVP was successfully implemented. Consider examples of employees who have benefited from the EVP and use them as evidence of the effectiveness of the EVP.

The internal analysis of an EVP provides valuable insights into the company's strengths and weaknesses, as well as the gap between the existing situation and the intended aspects of the EVP. This analysis forms the basis for the development of an EVP that builds on the internal circumstances and strengthens the desired aspects.

External analysis

External analysis of an Employer Value Proposition (EVP) refers to assessing a company's external environment in order to develop and position the EVP. Factors such as the job market, the competitive landscape and the expectations of potential applicants are taken into account. Here are some aspects that can be considered when externally analyzing an EVP:

1. Labor Market Analysis: Examine the current labor market to develop an understanding of competition for qualified talent. Analyze trends in job security, salary structures, skills shortages and demand for specific skills.
2. Target group analysis: Identify your target groups, i.e. the groups of potential applicants that you want to address. Investigate their needs, preferences and expectations of employers. Also consider demographic factors, such as generational differences and different workplace preferences.
3. Competitive analysis: Analyze other employers, especially your direct competitors and companies in your industry. Consider their EVP and how it differs from your own. Identify competitors' strengths and weaknesses and identify opportunities to differentiate yourself from them.
4. Research current EVP trends: Stay up to date with current trends and developments in the EVP space. Investigate which aspects of the EVP are particularly sought after by applicants and employees. For example, consider flexibility, social responsibility, inclusion and diversity.
5. Online Reputation: Check your company's online reputation and how it is perceived by potential applicants. Analyze reviews on employer review platforms, social media channels and other relevant online sources. Identify positive and negative elements and identify opportunities for improvement.
6. Benchmarking: Compare your EVP to other leading companies in your industry or related industries. Identify companies that are known for their EVP and have good retention and talent acquisition practices. Learn from their approaches and consider how you can adapt them to your company.
7. Employee surveys and feedback: Survey current employees and former employees to understand their experiences and perspectives regarding the EVP. Gather feedback about their perception of the EVP and identify strengths and areas for improvement.
8. Working with HR consultants or recruitment agencies: Consult HR consultants or recruitment agencies who have experience and knowledge of the labor market. They can provide valuable insights and data about the job market, demand for specific skills and applicant expectations.

The external analysis of an EVP helps to understand the external landscape in which the company operates and enables the development of an EVP that meets the needs and expectations of potential applicants. It supports the company's positioning as an attractive employer and the creation of a differentiated EVP that stands out from the competition.

2nd step: Definition of the target groups

To develop an EVP, it is important to define the company's target groups. The needs and expectations of the target groups are taken into account.

Target groups

With an employer value proposition (EVP), there are different target groups that can be addressed. Here are some typical audiences to consider when developing an EVP:

1. Potential applicants: This target group includes people who are interested in working for your company. The EVP is intended to appeal to potential applicants and convince them that your company is an attractive employer.
2. Current employees: The EVP is also aimed at employees who are already employed. It is important to motivate existing employees, engage them and bind them to the company in the long term. The EVP is intended to convey to employees what advantages and opportunities they have as a result of working for your company.
3. Former Employees: The EVP may also reach out to former employees, particularly if the company is interested in maintaining contact with former employees or engaging them for possible return or referrals.
4. Students and graduates: For companies that increasingly rely on young talent, it is important to address students and graduates. The EVP should convince this group of people that your company is an attractive employer and that it offers good entry and development opportunities.
5. Industry experts and professionals: If your company relies on specific expertise or specialist knowledge, the EVP can aim to target industry experts and professionals. The EVP should show why your company is an attractive place to work for talented professionals.

It is important to understand the specific needs, expectations and values ​​of each target group and adapt the EVP accordingly. The more precisely the EVP is tailored to the needs and interests of different target groups, the more effective it will be at attracting talent and retaining employees.

needs and expectations

The needs and expectations that should be taken into account in an employer value proposition (EVP) can vary depending on the target group and individual circumstances. However, here are some general needs and expectations that can be considered when developing an EVP:

1. Appreciation and recognition: Employees want to feel valued and recognized. They are looking for a work environment that recognizes their achievements and offers them the opportunity to develop professionally.
2. Development opportunities: Employees expect opportunities for further development and advancement in their careers. They want to improve their skills, acquire new skills and achieve their professional goals.
3. Good Compensation and Benefits: Appropriate and competitive compensation is an important factor for employees. In addition to the basic salary, additional benefits such as health insurance, retirement provision, flexible working hours, bonus systems and other incentives may also be of interest.
4. Work-life balance: Employees value a good work-life balance. They are looking for flexibility in working hours, sabbaticals, vacation days and other measures that help them balance work and private life effectively.
5. Meaning and purpose: Employees want to see meaning and purpose in their work. They look for a connection between their individual values ​​and those of the company. A company with a clear vision and a culture based on values ​​can drive engagement.
6. Positive work environment and team culture: A positive and supportive work environment is important for employees. You are looking for a team culture that promotes collaboration, openness, trust and mutual support
7. Equality and diversity: Employees value equal opportunities and an inclusive corporate culture. They expect their employer to actively promote diversity and inclusion and to offer non-discriminatory working conditions.
8. Health and well-being: Companies that promote employee well-being are addressing an important need. Employees look for programs and initiatives that promote health, fitness, stress management and a healthy work environment.
9. Communication and transparency: Employees value open communication and transparency regarding company goals, decisions and developments. They want to be involved in decision-making processes and receive information that is relevant to their work.
10. Flexibility and Remote work : Especially in recent years it has been shown that flexibility and Remote work are of great importance for many employees. Employees expect flexible working models and opportunities to work from home or other locations.

This list is not exhaustive and may vary depending on industry, company culture and individual preferences. It is important to understand the needs and expectations of the target group and adapt the EVP accordingly in order to be an attractive employer.

Step 3: Development of the Employer Value Proposition (EVP)

Based on the results of the analysis and the definition of the target groups, the EVP can now be developed. Various elements are considered here.

Elemente des Employer Value Proposition (EVP)?

When developing an employer value proposition (EVP), various elements are taken into account in order to formulate an attractive and convincing message for potential applicants and employees. Here are some essential elements that can be included in developing an EVP:

1. Audience Analysis: Identify the audiences you want to target with your EVP. Investigate their needs, preferences and expectations of employers.
2. Company values ​​and culture: Determine the core values ​​and company culture that characterize your company. Define which values ​​you want to emphasize and how they are lived in daily work practice.
3. Employee Needs: Identify the needs of your employees and potential applicants. Consider factors such as development opportunities, work-life balance, compensation, recognition, flexibility and career prospects.
4. Company Strengths: Identify your company's strengths and differentiating characteristics. These could be, for example, an inspiring working environment, a positive working atmosphere, technological innovations, a strong market presence, company values ​​or an extensive range of further training and development.
5. External Analysis: Conduct an external analysis to understand the job market, competitive landscape, and expectations of potential applicants. Consider EVP trends and best practices.
6. Brand identity and positioning: Make sure the EVP is consistent with your company's overall brand identity and positioning. The EVP should reflect the company's values ​​and purpose and provide a unified picture.
7. Message and communication: Formulate a clear and compelling message that summarizes the key elements of your EVP. The message should be engaging, authentic and easy to understand.
8. Communication Channels: Choose appropriate communication channels to convey the EVP. These can be company websites, career portals, social media channels, events or targeted recruiting campaigns.
9. Integration with HR practices: Integrate the EVP into the company's various HR practices, such as recruiting, onboarding, employee retention and development. The EVP should be experienced in all points of contact between employees and the company.
10. Continuously review and update: Regularly review the effectiveness of the EVP and adapt it as necessary to changing needs and circumstances. Keep the EVP current and relevant to maintain its impact on candidates and employees.

Developing an EVP requires comprehensive analysis, understanding of target audiences and careful alignment with the company's values ​​and identity. It is a continuous process that requires constant monitoring and adjustment to meet changing needs.

How these elements can be designed

Designing the elements of an employer value proposition (EVP) requires a careful and thoughtful approach. Here are some approaches to designing these elements:

1. Audience analysis: Conduct surveys, focus groups or interviews with current employees, potential applicants and other relevant stakeholders to understand their needs, expectations and preferences. Use this information to define the relevant elements of the EVP for each target group.
2. Company values ​​and culture: Clearly define the company values ​​and ensure that they are communicated and lived throughout the company. Identify specific behaviors and Practice that represent the corporate culture and embody these values.
3. Employee needs: Conduct employee surveys, feedback sessions and performance reviews to better understand your employees' needs and expectations. Identify the aspects that are important to them, such as development opportunities, flexibility, compensation or work-life balance, and integrate these into the EVP.
4. Company Strengths: Identify your company's unique strengths and advantages. Emphasize these in the EVP by using specific examples, success stories, or statistics to illustrate their importance. Make it clear why your company is an attractive employer and how it differs from others.
5. External Analysis: Analyze the job market and competitive landscape to gain insights into potential applicants' expectations and trends. Examine successful EVP examples from companies in your industry and other industries to gain best practices and inspiration.
6. Message and communication: Develop a clear and consistent message that conveys the key elements of your EVP in an engaging and understandable way. Use language and tone that appeals to your target groups and creates an emotional connection. Make sure the message is authentic and credible.
7. Communication Channels: Choose the appropriate communication channels to distribute your EVP. Use your company website, career portals, social media, career fairs or events to reach potential applicants. Adapt your communication strategy to the preferences of your target groups.
8. Integration in The HR Internship : Integrate EVP into all relevant HR practices, from recruiting to onboarding to employee development and retention. Ensure the EVP is present in job advertisements, application processes, employee guides and other HR materials. Train your managers and employees so that they can authentically embody the EVP.
9. Continuously review and update: Monitor the effectiveness of your EVP regularly by analyzing employee feedback, recruiting metrics, and other relevant data. Adapt the EVP to changing needs and circumstances and keep it current and relevant.

Designing the elements of an EVP requires multidisciplinary collaboration that should involve HR, marketing, executives and employees. A clear focus on audience needs and consistent communication are crucial to developing an EVP that attracts and retains talented employees.

Step 4: Implementation of the Employer Value Proposition (EVP)

After the EVP has been developed, it is about implementing and communicating it.

How can the EPP be communicated?

Communicating an Employer Value Proposition (EVP) during implementation is critical to effectively convey the message and raise awareness among both potential applicants and current employees. Here are some approaches to successfully communicate the EVP:

1. Internal communication: Start with internal communication to ensure that your employees understand and can identify with the EVP. Use various channels such as employee newsletters, intranet, employee meetings or town hall events to explain and discuss the EVP. Ensure that managers and supervisors support the EVP and act as role models.
2. External communication: Disseminate the EVP externally to address potential applicants and position your company as an attractive employer. Use your careers page on the company website, job advertisements, social media, career fairs or other relevant channels to showcase the EVP. Ensure consistent messaging and attractive design.
3. Stories and Testimonials: Use stories, testimonials, and case studies to bring the EVP to life. Let employees talk about their experiences, successes and the benefits of working in your company. Authentic stories can appeal to potential applicants and increase trust in the EVP.
4. Visual elements: Design visual elements such as infographics, videos or images to communicate the EVP in an engaging and easy-to-understand manner. Use images of employees who embody company culture and values. Visual elements help convey the message emotionally and attract the attention of potential applicants.
5. Career and application process: Integrate the EVP into the entire career and application process. Job advertisements, application forms, interviews and onboarding materials should reflect the values ​​and benefits of the EVP. Make the EVP an integral part of the candidate experience and demonstrate how your company values ​​its employees.
6. Employee participation: Encourage employees to live and actively support the EVP. Offer them the opportunity to promote the EVP through employee engagement initiatives, employee referral programs, or social media activities. Employees who identify with the EVP can become brand ambassadors and influence potential applicants.
7. Feedback and Evaluation: Listen to employee and candidate feedback to evaluate the effectiveness of EVP communications. Conduct regular surveys, feedback sessions or employee surveys to measure perception and understanding of the EVP. Use these insights to continually improve your communication strategy.
8. Continuously Update: Keep EVP communications current and relevant by regularly reviewing and adjusting them. Acknowledge changes in company culture, employee needs or the job market and adapt communication accordingly.

EVP communication requires a thoughtful and targeted strategy to convey the message effectively. It's important to create consistent and engaging content that is understood both internally and externally. Clear, authentic and convincing communication helps to successfully implement the EVP and arouse the interest of potential applicants.

Integration of the EVP into the corporate culture

Integrating the Employer Value Proposition (EVP) into the company culture is crucial to ensure that the EVP does not remain just an empty message, but is experienced in all aspects of the company. Here are some approaches to integrate EVP into company culture:

1. Clear communication: Ensure that the EVP is communicated clearly and understandably, both internally and externally. Make it clear how the EVP relates to company values ​​and goals. Use consistent language and messaging to keep the EVP consistent in internal and external communications.
2. Leadership role models: Managers play an important role in integrating EVP into the corporate culture. They should support the EVP and act as role models by embodying the values ​​and behaviors associated with the EVP. Managers should encourage employees to identify with the EVP and take it into account in their daily actions.
3. Employee participation: Offer employees the opportunity to actively participate in the design and implementation of the EVP. Listen to their ideas, opinions and suggestions and integrate them into the development of the EVP. This creates a sense of belonging and strengthens employee engagement.
4. Performance management and recognition: Integrate the EVP into the company's performance management and recognition systems. Ensure employee performance and achievements are recognized and rewarded in line with EVP values. Promote a culture of appreciation and recognition that supports the EPP.
5. Talent development and training: Link the EVP to the company's talent development and training programs. Ensure that these programs address employees' individual needs and career goals and provide them with the opportunity to develop in line with the EVP. Promote a culture of lifelong learning and professional development.
6. Corporate Rituals and Events: Integrate the EVP into corporate rituals, events and celebrations. For example, values ​​and successes can be highlighted at staff meetings or year-end celebrations. Create opportunities to celebrate the EVP and remind employees how they contribute to the company's success.
7. Recruitment and onboarding: Integrate the EVP into the recruiting and onboarding process to ensure potential applicants are familiar with the EVP from the start. Job advertisements, application documents and onboarding materials should reflect the values ​​and benefits of the EVP. Make it clear how the EVP is implemented in daily work life.
8. Regular review and adjustment: Regularly review the effectiveness of integrating the EVP into the company culture. Conduct employee surveys, feedback discussions or other feedback mechanisms to evaluate the perception of the EVP and the implementation in practice. Make adjustments to ensure the EVP remains vibrant and adapts to changing needs and challenges.

Integrating the EVP into the corporate culture requires continuous commitment and a clear alignment with the EVP values. It is important to use the EVP to guide actions and decisions across the organization to ensure it is actually lived. Successful integration of the EVP into the corporate culture creates strong employee loyalty, strengthens commitment and supports the growth of the company.

5th step: Evaluation and adjustment of the employer value proposition (EVP)

An EVP is not a static concept, but should be regularly evaluated and adjusted.

How can the effectiveness of the EVP be measured?

The effectiveness of an employer value proposition (EVP) can be measured in various ways to evaluate the extent to which it achieves its objectives and has a positive impact on employee retention, engagement and attraction to potential applicants. Here are some approaches to measuring EVP effectiveness:

1. Employee surveys: Conduct regular employee surveys to gauge understanding and perception of EVP among employees. Ask about their knowledge of the EVP message, their perception of the EVP values ​​in the company and their level of identification with the EVP. Analyze the results to identify trends and identify possible areas for improvement.
2. Employee retention and turnover: Monitor employee retention and turnover to assess the impact of EVP on employee retention. Analyze the turnover rate of employees who identify with the EVP compared to those who do not. Investigate whether employees who live the EVP values ​​have a higher loyalty to the company.
3. Recruitment Metrics: Measure the impact of EVP on the recruiting process by analyzing relevant metrics. For example, track the number and quality of applications, applicant conversion rates, time to fill vacancies, and the proportion of applicants who reported that the EVP was an important factor in their application. Compare these metrics to previous periods or benchmarks.
4. Employee recommendations: Check the number of employee recommendations as an indicator of the effectiveness of the EVP. If employees find the EVP attractive and identify with it, they are more willing to actively recommend the company to friends and acquaintances. Measure the number of applications received via employee referrals and compare them to other recruiting sources.
5. Employee engagement: Use employee engagement surveys to measure the impact of EVP on employee engagement. Ask about the Motivation , pride in the company and loyalty to the company. Analyze whether employees who support and experience the EVP values ​​show higher levels of engagement.
6. External reputation ratings: Check review platforms and online reputations to assess the impact of the EVP on the company's external image. Investigate how the company is perceived by applicants and the public and whether the EVP is mentioned in positive reviews or comments.
7. Benchmarking: Compare EVP results and metrics to benchmarks and best practices from your industry. Analyze how your company compares to others and identify possible areas of improvement.
8. Follow-up conversations and interviews: Conduct regular follow-up conversations or interviews with new employees to learn how they perceived the EVP during the onboarding process and to what extent it met their expectations. Use these insights to improve the EVP implementation process and make adjustments as needed.

It is important to view EVP measurement as a continuous process to account for changes in the company, the labor market and employee needs. Combining different measurement methods and metrics provides a more comprehensive picture of EVP effectiveness and allows you to continuously optimize it.

How can adjustments be made?

The need for adjustments to the Employer Value Proposition (EVP) can arise from various sources, such as feedback from employees, changes in company culture or the emergence of new challenges in the labor market. Here are some steps to make adjustments to the EVP:

1. Collect feedback: Gather regular feedback from employees, applicants and other relevant stakeholders to understand their perception of the EVP. Conduct employee surveys, feedback discussions or focus groups and analyze reviews on employer rating platforms. Identify areas where adjustments may be necessary.
2. Analyzing Trends: Track current trends in EVP, particularly as it relates to employee needs and expectations. Read relevant studies, attend industry events and exchange ideas with experts and other companies to stay up to date on current developments.
3. Internal Review: Conduct an internal review to assess the EVP's alignment with company values ​​and goals. Examine whether the EVP still reflects the company's core identity and culture or whether adjustments are needed to reflect changes within the company.
4. External Analysis: Conduct an external analysis to evaluate the market and competitive landscape. Investigate how other companies are positioning themselves in relation to their EVP and whether there are any new trends or best practices that should be considered. Compare your EVP with the competition and identify potential areas for improvement.
5. Consult Experts: Consult external consultants, HR consultants or EVP specialists to get an unbiased opinion and expert advice. They can help you review the EVP, bring new ideas and perspectives, and introduce best practices from other companies.
6. Communication and training: Ensure that all relevant stakeholders are informed of planned adjustments to the EVP. Communicate the reasons for the changes and ensure that employees, managers and recruiters understand and can communicate the updated EVP effectively. If necessary, train employees to ensure that the EVP is presented in line with company values ​​and goals.
7. Implementation and monitoring: Implement the adjustments to the EVP and monitor their effectiveness. Track the reactions of employees, applicants and other relevant stakeholders and make further adjustments if necessary.

It is important to note that adjustments to the EVP are an iterative process that requires continuous review and adjustment. The EVP should be dynamic and adapt to changes in the company and the labor market in order to maintain its relevance and effectiveness.