Smarter ways to bring your EVP to life
We’ve all been there; on the first day of a new job. This is "who we are and why you want to work here" rings loud and clear as you take in the induction and survey your new surroundings.
But, sadly for some, this is often the pinnacle of communicating an organisation’s employee value proposition (EVP).
It becomes increasingly difficult to derive value from employees about wider employment aspects such as culture and policies as they acclimatise and become burdened with responsibilities.
But with an average UK private sector tenure of around seven years, according to ONS figures – there is an attractive prize at stake in being able to maximise this EVP throughout the career journey.
How can we use communications to bring the EVP to life throughout the entire career journey?
- What you say matters. Our research* showed that the EVP measures differently across a workforce. We found fluctuations in opinion when you compare by factors such as age, gender, industry and ethnicity. For example, Asian and Black individuals placed a higher value on career opportunities (+12%) and employee benefits (+4%) compared to the wider population, whereas under 25’s were more concerned with their work content than job security. By using these lenses you can target your communications and provide personalised content that speaks to your people as individuals and mirrors what they value.
- Rethink how you’re saying it. Do your communications reach all your employees? Gone are the days of just being able to reach the 9-5 desk user. The ‘always on’ nature of communications technology can help you in extending your connection and engagement. Mobile engagement surveys, interactive reward statements, TikTok style benefit explanations and time critical nudges are at the forefront of using technology with impact.
- Develop a culture for continuous listening. What is valued in your organisation is a moving tide of opinion. Capturing these snapshots - engagement surveys, recruitment and exit interview data – should be prioritised in actively informing your EVP. These aren’t just paperwork exercises; they are your finger on the pulse in understanding what is needed. Ensuring this employee feedback captures what you need, has a high completion rate, and makes it in front of your decision makers are the first steps in actively tracking and addressing what may be lacking in your EVP.
- If you’re not saying it, others are. Your communications are your strongest tool in promoting your EVP message and your employees are your biggest advocates. Social media is awash with feel good stories about how some part of an organisation’s EVP has enabled a quality-of-life improvement or access to an ordinarily unobtainable experience. Consider how your EVP is spoken about in the real world, and you are not being drowned out by other voices that might overshadow your hard work and tempt away valuable employees.
Bringing that Day 1 culture clarity to the rest of the career path can help to maximise the EVP, and the roadmap to doing this is breathing fresh air into your communications content and delivery.
*Isio’s June 2023 survey in conjunction with YouGov of 7,674 UK private sector employees. Responses for don’t know or prefer not to say answers have been removed, unless explicitly shown.
In partnership with Isio
A forward-looking approach to employee benefits, creating value for today and tomorrow. Helping you and your employees get the most from their benefits.
