How to achieve an effective EVP

Producing and delivering an effective Employee Value Proposition

An Employee Value Proposition (EVP) is the agreement between the employer outlining the benefits and key features for working in the organisation and the performance and contributions expected of the employee.

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An effective EVP enables organisations to stand out from its competitors, attract and retain talent and strengthen employer brand.  By integrating an

EVP that aligns the employer brand strategy with the internal and external communications plan, companies are fast recognising the cascading effect it can have.  From leadership communication to regular training and development; an open culture to attractive benefits; successful EVP’s are fast becoming key fundamentals to a company’s success.

According to Towers Watson’s latest Change and Communication Global ROI Research study:

Organisations who use their employee value proposition most effectively are five times more likely to report highly engaged employees. They are twice as likely to report achieving financial performance significantly above their peers. Organisations recorded higher performance when compared to companies that use their EVP less effectively.

“The employee value proposition is one of the best tools available for companies to engage employees, as well as attract and retain top talent,” says Richard Veal, head of Towers Watson’s Reward, Talent and Communication consulting UK practice. “Unfortunately, to many organisations, the EVP remains a hidden gem that is unshaped, overlooked or not utilised to its fullest extent. Our latest research provides important insights into what makes the best companies – those with highly effective EVPs – different.”

Making your EVP stand out from the crowd

But how can you achieve an effective employee value proposition and what are the key steps to overall success?  Here are our 4 steps for creating and implementing a company-changing EVP:

1. Collaboration

Gather a team which will enrich the EVP process and encapsulate the essence of the company as well as meeting the overall objectives.  A cross-functional team which includes marketing, communication, HR, team leaders and line managers can provide a more successful outcome.  By collaborating with different departments across a wide age range, this can shape an EVP which is more purpose-driven, achievable and sustainable.

2. Objectives

Once you have organised a unified team, ascertain the key objectives of the EVP. Define who you are as a company (vision and ethos), the services you deliver and the staff you employ. Consider what you need to succeed internally and externally and the competitive market you operate in. This will help define your overall employer brand, your brand positioning and what you need to evolve and expand in your industry.

3. Internal implementation

Your employees are your biggest ambassadors. Therefore, it is imperative that you incorporate your EVP into company inductions, reward and recognition schemes, communications and business strategies. This shows your employees that the ethos of the EVP is readily integrated throughout the company and not a pipedream.

4. Communication

Once you have created your EVP use creative channels to communicate it to the people you are trying to attract. Adapt company websites, external advertising and interview processes; this will give prospective talents an opportunity to determine if they would make a good fit for your business. Consistently communicating through branding, PR, social and marketing can help audiences develop a positive perception about the company. As a result it will add value, attract and retain talents and position your company as ‘an employer of choice’.

With an effective EVP you will have candidates fighting to work for you and employees fighting to stay with you!

Have your say and tweet us @ClearVoiceComms

At ClearVoice™, we are experts in delivering employee communication and engagement solutions. We inspire, motivate and transform your workforce to increase your company’s productivity and profits. For more information or help with creating and delivering a strategically focused EVP, call or email us today and let us show you how engagement can boost your organisation.

Developing a Strategic Narrative

Leadership communication: how to develop a strategic narrative

What is a strategic narrative?

A strategic narrative is central to employee engagement.  It provides a compelling business story that explains the company background, future goals and outlines how employees can contribute to this.

Giving employees insight into the overarching aims and goals, a strategic narrative can strengthen engagement and emotional connection with the company; providing opportunity to contribute and integrate from an early stage.

Why do you need a strategic narrative?

A strategic narrative can help engage staff with long-term goals of the company.  Aligning key messages, communicating change or outlining action plans; the narrative is a unifying document from which everyone can understand what the company is trying to achieve.

But how can you ensure your narrative is effective?

An effective strategic narrative is one with a clear and compelling storyline!  Just like a bestselling book, it needs a context for the story and compelling plot, provide incentive to read and be left wanting to read more:

  • The setup: This is the reason behind the narrative; putting the story in context before it begins and explaining its purpose in simple terms. It includes key historical moments of the company, milestones met, challenges overcome and successes achieved.
  • The story: This sets out a compelling vision for the company’s future; it provides the overarching focal point and long-term goals. It encapsulates the dramatic tension audiences love to read; giving valuable insight into the company and showing how this can be improved.
  • The resolution: This offers clear direction and an action plan to achieve the goals. It is the climax of the ‘story’ where it becomes clear how employees can contribute, prioritise and help meet the company goals.

And not forgetting….

For a strategic narrative to be truly successful always keep the audience in mind when creating the narrative.  It should offer employees a platform to emotionally engage in a shared vision, align opinions and teams and be motivated to shift mindsets and transform behaviours; striving for and superseding milestones that will continuously improve the company’s performance.

Key points to include in your strategic narrative

  • Always write with your audience in mind
  • Involve key contributors from the onset
  • Outline the fundamental structure of the narrative including its purpose, direction, goals and proposed action plan
  • Consider the language, style and tone of voice of the strategic narrative
  • Provide leaders with the opportunity to personalise segments of the narrative
  • Integrate the narrative into everyday actions to keep it alive
  • Continuously measure the narrative and its impact on the intended audience

Have your say and tweet us @ClearVoiceComms

At ClearVoice™, we are experts in delivering employee communication and engagement solutions. We inspire, motivate and transform your workforce to increase your company’s productivity and profits. For more information or help with developing a strategic narrative, call or email us today and let us show you how engagement can boost your organisation.