Building a winning employer value proposition: why your EVP matters more than ever?
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As competition for top talent continues to intensify, Belgian companies are finding it harder than ever to attract and retain the right people. In this environment, having a strong employer value proposition (EVP) is no longer optional—it’s essential. In this article, we explore why an effective EVP is critical, outline its key components, and discuss how we, at GR, have made it part of our mission to help organizations craft a compelling EVP that sets them apart – and thus helps them attract and retain the best talents.
Why Employer Value Proposition is crucial for talent acquisition
Today’s job seekers are more discerning, especially with the advent of remote work and shifting values around work-life balance. In Belgium, around 92% of employees rate a positive workplace environment and strong colleague relations as top factors when evaluating potential employers [source]. Moreover, companies with a strong EVP see a significant reduction in turnover rates, as they provide not just a job but a sense of purpose and belonging.
A well-defined EVP also enhances brand differentiation, positioning an organization as a desirable place to work. For example, organizations that boast certifications like the “Great Place to Work” label find it easier to attract new talent. Such certifications foster trust and loyalty among employees, which is crucial in a market where talent shortages are common [source].
Key elements of a strong employer value proposition
A strong EVP clearly defines what makes your organization unique and what it offers to current and prospective employees. An effective EVP answers the question of employees: “What’s in it for me?”
Ideally, defining or finetuning it should be one of the first steps in your Talent Acquisition Journey, as it will impact all subsequent steps, from attracting the right candidates to evaluating performance and retaining your top performers.
The EVP can include a wide range of elements, including but not limited to:
- Company culture: the values, objectives, ethics, expectations and beliefs shared amongst a company, that allow to create a positive culture where employees feel valued and empowered.
- Work environment: diversity and inclusion in the workplace, a fun atmosphere, mental health initiatives…
- Opportunities for growth: career development and continuous learning, particularly valued by younger talent.
- Work-life balance: With flexibility and well-being increasingly prioritized, companies must offer solutions like remote work and flexible hours.
- Compensation and benefits: Beyond salary, this includes non-monetary perks such as mobility initiatives, wellness programs and recognition.
- Purpose and impact: today’s employees want to know that their work makes a difference, and that their company is aware of its impact on society
It is the foundation of an employer brand, outlining the key attributes that make an organization attractive to potential and current employees.
For an EVP to resonate, it must be authentic and reflective of the company’s actual values, not just an aspirational statement.
A few examples of strong Employer Value Proposition :
Google: “Do cool things that matter.” This EVP highlights the company’s commitment to innovation and its belief that the work employees do has a meaningful impact.
Apple: “Join Apple, and help us leave the world better than we found it.” This EVP emphasizes the company’s focus on making a positive impact on the world and its belief that employees can contribute to this mission.
These examples showcase particularly short EVP’s. However, the format can vary, from a simple sentence, a series of bullet point statements or a tailored text. Either way, it should be realistic, easy to interpret and meaningful to all employees.
Why many companies struggle with defining their EVP
A common pitfall we noticed on the market is attempting to replicate the EVP of industry leaders without considering what actually makes your own organization unique.
Others neglect to involve employees in the process, missing an opportunity to align the EVP with real experiences and expectations. In a market like Belgium, where 64% of employers are actively using social media to communicate their EVP [source], authenticity is crucial; inconsistency between messaging and reality can harm a company’s reputation.
For companies to start defining their own EVP today
While our workshop provides comprehensive guidance, here are a few steps you can take to immediately get started:
- Ask yourself the important questions: Why did you create your company in the first place? What impact would you like to have on the market?
- Conduct employee feedback sessions: Engage employees in discussions about what they value most about the organization. Ask them, for example, how they talk about the company to their friends.
- Review current employer brand messaging: Analyze how your EVP is currently presented across channels : internal communications, website, social media…
- Review your organizational goals: Is your EVP aligned with your broader business objectives? Does it really showcase the unique attributes of your workplace ?
The importance of investing in your EVP
In an era where talent is more selective and retention is challenging, investing in a strong EVP is a strategic imperative. A compelling EVP not only attracts top candidates but also keeps current employees engaged and loyal.
At Generations Recruitment, we specialize in helping organizations define and communicate their EVP through a structured workshop. Our approach includes:
- Employee surveys: Gathering insights from current employees to understand what they value most.
- Competitor analysis: Reviewing how other companies in your industry present their EVP.
- EVP drafting and validation: Working with your leadership team to draft a compelling EVP and validate it with employees.
We work with you to craft an EVP that truly reflects your organization’s values and helps you stand out in the competitive job market.
If your company is ready to define or refine its Employer Value Proposition and take the lead in attracting and retaining top talent, let’s make it happen together.
👉 Book a Workshop with Generations Recruitment today to create a compelling and authentic EVP tailored to your unique organizational values and goals.
Let us guide you every step of the way – from gathering employee insights to crafting a standout EVP that sets you apart in the competitive talent market.
