People often ask what are the key ingredients of a successful Employer Value Proposition (EVP). I would say there are four factors to consider:

  1. Uniqueness
  2. Authenticity
  3. Aspiration
  4. Dynamism

So how do these factors come to life? 

Lets take a real example from Linklaters - the global law firm. The role of a lawyer is changing with AI and automation – becoming more consultative and advisory as opposed to administrative. 

We developed an EVP centered around the idea of, “Great Change is Here” to help Linklaters  attract the candidates they need to take their organization into the future.  

Your EVP should stand out from the crowd and have a unique point of view. Many organizations promote statements like “Our people are our strength.”  A statement like this is generic, it doesn’t tell a job candidate why they should work for your organization specifically, which makes them less effective.

The “Great Change is Here” EVP is unique because rather than emphasize the traditional aspects someone might attribute to a lawyer – attention to detail or strong analytical skills – it focuses on where the profession is going.

An authentic EVP should reflect the true culture and values of your organization. If your EVP doesn’t reflect who you are, you can’t speak to the people who would excel in your culture. An EVP that lacks authenticity could leave new hires feeling confused and betrayed if they find the culture is different than what they were led to believe.

“Great Change is Here” speaks to the way the culture truly operates within Linklaters – they are market leaders and future-focused. In the employer branding platform, we featured real employees and real stories to ensure the message was authentic to what the firm is and who the employees are.

Your EVP should also reflect where your organization wants to go. The aspirational aspects of your EVP will help you attract the people who have the skills and passion to help you get there.

For Linklaters, the EVP calls out the fact that change is at the organization and in the industry and no matter what the future holds, they are ready.

Your EVP should be dynamic in two ways – the first is that it should be agile enough to respond to change, but also future-focused. The second is that parts of the message should be able to be dialed up or down to speak to different audiences. 

Over time, the current state and the aspirational state of your organization will change, and your EVP should shift with you.

Your EVP should also be able to speak to the diverse group of candidates you want to attract. Your current employees are not one homogeneous group – they have different roles and responsibilities and come from different backgrounds. The candidates you are targeting are equally diverse. 

In the creative expression of the EVP - Linklaters is able to fine tune the messaging to be relevant to local markets whilst maintaining brand consistency.

In summary:

The core of your employer brand should start with a universal truth, but effective employers will also create messaging that speaks directly to different audiences and geographies.  

Does your employer value proposition have the right ingredients to attract and retain the talent your organisation needs?