EVP V Brand: which one wins?

Article By
James Cumming
James Cumming
Posted On2nd August 2023
Posted On2nd August 2023
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EVP V Brand: EVP stands for Employee Value Proposition, while brand refers to a company’s overall reputation and identity. Although there is some overlap between the two concepts, they focus on different aspects of an organisation.

EVP refers to the unique set of benefits and rewards that an employer offers to its employees in exchange for their skills, capabilities, and contributions. It encompasses the value an employee receives from working at a particular organisation. EVP includes factors such as remuneration, benefits, work-life balance, career development opportunities, company culture, and the overall employee experience. It is primarily targeted at existing and potential employees and aims to attract, engage, and retain talent within the organisation.

Brand represents the overall perception and image of a company or product in the minds of its target audience, including customers, employees, investors, and the general public. It encompasses various elements such as the company’s mission, values, reputation, visual identity (logo, design, and branding materials), messaging, and customer experience. A strong brand establishes trust, communicates differentiation, and influences purchasing decisions. Branding efforts are focused on creating a distinct and recognisable identity that resonates with the target market.

The key difference lies in the target audience and the focus of each concept. Both EVP and brand are essential components in building a successful organisation, as they contribute to attracting top talent and establishing a positive reputation.

Why do EVP and brand sometimes cause confusion?

EVP and brand can sometimes be confused or intertwined because they both play a role in shaping the perception of an organisation. Here are a few reasons why they might get confused:

  • Shared elements: they can have common elements, such as company culture and values. They both need to align with the organisation’s mission and values to create a consistent and authentic image. For example, if a company claims to value work-life balance in its brand messaging but does not offer flexible working arrangements as part of its EVP, there would be a disconnect.
  • Employee as brand ambassadors: Employees are an integral part of a company’s brand. Their experiences and perceptions of the organisation can influence how they represent the brand externally. A positive EVP that fosters employee satisfaction and engagement can lead to employees being enthusiastic brand ambassadors. Conversely, a negative EVP can result in disgruntled employees who may not promote the brand positively.
  • Employer brand: Employer branding focuses on positioning the organisation as an attractive employer and creating a positive reputation in the job market. It encompasses both the EVP and the external perception of the company as an employer. The EVP plays a crucial role in shaping the employer brand by defining the unique benefits and value proposition for employees.

Why is EVP important?

In today’s competitive job market, organisations need to differentiate themselves to attract and retain skilled and high-performing employees. A compelling EVP helps to showcase the unique benefits, opportunities, and overall value that an organisation offers to its employees. It gives potential candidates a reason to choose one company over another and can increase employee loyalty and commitment.

A strong EVP contributes to higher levels of employee engagement and satisfaction. When employees feel that their needs, expectations, and aspirations are met by the organisation, they are more likely to be motivated, productive, and committed to their work. A well-crafted EVP can help create a positive work environment, foster a sense of belonging, and align employees’ values with those of the organisation.

As we’ve already mentioned, EVP is closely tied to the employer brand, which refers to the reputation and perception of an organisation as an employer. A strong EVP helps create a positive employer brand, which can attract top talent, enhance the company’s image, and differentiate it from competitors. A positive employer brand can also lead to increased interest from potential candidates and improved retention rates.

EVP plays a role in shaping and reinforcing the organisational culture. When the EVP aligns with the company’s mission, values, and culture, it helps attract individuals who are a good fit for the organisation. This alignment contributes to a positive work environment, collaboration, and higher performance levels.

How to go about creating an EVP

Creating an effective Employee Value Proposition (EVP) involves a strategic and thoughtful approach. Here are some steps to guide you through the process:

  1. Understand your organisation: Begin by gaining a deep understanding of your organisation’s mission, values, culture, and strategic goals. Identify what sets your company apart from competitors and what makes it an attractive place to work. Consider your company’s strengths, unique selling points, and the value it offers to employees.
  2. Conduct research: Gather insights from various sources to understand the needs, expectations, and preferences of your target employee audience. This can include employee surveys, focus groups, interviews, and benchmarking against industry standards. Explore what motivates and engages employees and what they value in their work environment.
  3. Define your EVP components: Based on the research and organisational analysis, identify the key components of your EVP. These components should reflect the benefits, rewards, and experiences that differentiate your organisation as an employer. Common EVP components include remuneration, benefits, career development opportunities, work-life balance, company culture, meaningful work, and a supportive work environment.
  4. Craft the EVP messaging: Develop clear, concise, and compelling messaging that communicates your EVP to current and potential employees. The messaging should highlight the unique value proposition your organisation offers and resonate with the target audience. Use authentic and employee-centric language to convey the benefits and experiences employees can expect.
  5. Align with organisational brand: Ensure that your EVP aligns with your organisation’s overall brand and values. Consistency between your EVP and the external brand messaging is essential to create a cohesive and authentic employer brand. The EVP should reflect and reinforce the brand promises made to both customers and employees.
  6. Communicate and promote the EVP: Effectively communicate the EVP throughout the organisation and in your recruitment efforts. Share the EVP messaging with current employees to create awareness and engagement. Incorporate it into your job descriptions, career websites, social media channels, and recruitment materials to attract potential candidates. Use various communication channels to consistently promote the EVP internally and externally.
  7. Evaluate and adapt: Regularly review and evaluate the effectiveness of your EVP. Seek feedback from employees and track relevant metrics such as employee satisfaction, retention rates, and candidate attraction. Make adjustments and improvements based on feedback and changes in the external and internal environment.

Why is your brand important?

  • Recognition and differentiation: A strong brand helps a business stand out in a crowded market. It creates a unique identity that customers can recognise and remember. A well-established brand helps differentiate a business from its competitors.
  • A strong brand builds customer loyalty and trust. When customers have positive experiences with a brand, they are more likely to become repeat buyers and recommend the brand to others. Customers are often willing to pay more for products from brands they perceive as high quality, reliable, and reputable. Brands can create emotional connections with customers and a well-crafted brand can evoke certain emotions or feelings, leading to a deeper connection between the brand and its customers.
  • Market positioning: branding helps a business position itself in the market. It allows a business to target a specific audience and communicate its unique value proposition effectively. If a brand is already well-established and trusted, introducing new products becomes easier. Customers are more likely to try new offerings from a brand they already know and love.
  • Long-term business growth: A strong brand contributes to long-term business growth. It helps create a sustainable competitive advantage and can lead to increased market share and expansion opportunities.

A strong brand can boost employee morale and pride. Employees often feel a sense of belonging and purpose when working for a reputable and recognisable brand, but this is different from your EVP. Both EVP and brand are important to business, but, in essence, EVP is about the value a company offers to its employees, while brand encompasses the overall perception and identity that the company projects to the external world. Both EVP and brand are essential for a company’s success, contributing to talent attraction, employee satisfaction, customer loyalty, and market positioning.

OUR FOCUS ON LONG-TERM PARTNERSHIPS

At re:find we believe that recruitment is not a one-off transaction but rather a long-term partnership. We aim to build long-term relationships with our clients, providing ongoing support and advice to help them find and retain the best talent for their organisation.

We understand that every organisation is unique and that there is no one-size-fits-all solution when it comes to recruitment. That’s why we offer bespoke recruitment solutions that are tailored to meet the specific needs of each client. Whether you need help with a single hire or a full recruitment campaign, we can help.

We are committed to providing our clients with the highest quality service. We take the time to understand your organisation’s culture and values, as well as the specific skills and experience needed for each role.

For more information on our central government executive search practice and our CCS framework please get in touch with our Managing Director, James Cumming.


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