6 steps to creating, communicating and embedding an EVP

Before we dive in, a quick reminder: our last blog delved into the nitty-gritty of EVPs—what they are, why they matter, and the key elements they should include. If you missed it, check out the blog on Employee Value Propositions here.

Step 1: Set goals

Define your desired reputation as an employer. What do you want people to say about working for your company? Align this with your organisation's strategies and goals. Ensure your EVP supports your brand and gets specific about what sets you apart.

Step 2: Do your research

Assess your current state against the five EVP elements. Are your current initiatives still relevant? Conduct internal research (for example, surveys, focus groups) to understand what's important to employees now and in the future. Use this data for a gap analysis and how you decide on your new EVP offering.

Step 3: Segment and map your audience

Divide your audience into groups like current employees, potential hires, and interested observers, such as Board members or media, other players in the sector and even previous employees. For each segment, map out how your EVP applies across the employee journey. Consider roles, skills, and what makes your organisation unique and what your EVP can bring to each type of audience.

Step 4: Test and learn

Draft your EVP and test it with diverse audience segments. Gather feedback through surveys and focus groups by asking open-ended questions to understand what resonates and what needs improvement. Then, you can use this information to update your EVP in a way that is meaningful and aligns to your employees’ experiences.

Step 5: Develop the narrative

Craft a clear, compelling statement that captures the essence of your EVP. Focus on how you treat employees and what they can expect and then develop a tagline that succinctly sums up this EVP essence. 

Step 6: Launch and embed!

Internally launch your EVP in a genuine, authentic way. Share stories of the EVP in action and its positive impact. Ensure consistency in messaging across all communications—performance reviews, company events, even job ads. Make your EVP visible and part of everyday conversations.

Remember that your EVP needs to be more than just words - it needs to showcase to your audience why your company is so great to work for, which is why authenticity is key. Plus, your EVP is a reflection of what matters most in your business; so make sure it counts.

Want to learn more about EVPs?

Have a look at last week’s blog where we showcased what Employee Value Propositions are, how they work and why they are important, right here.