The Employee Value Proposition: understanding and deploying an EVP

What is the difference between the EVP and the employer brand?

The Employee Value Proposition (EVP) refers to the advantages, opportunities and overall value offered by an organization to its employees in exchange for their contribution and their engagement with the company. It represents both tangible and intangible elements that make a company attractive for talent, encouraging them to join or remain with the organization, and to engage once employed.

The employer brand, on the other hand, refers to a company’s reputation, image and how it is perceived in general as an employer on the employment market. It covers the values, culture, talent management practices and overall experience of employees within the organization. The employer brand is influenced by how the company communicates, recruits, treats and engages with its employees, as well as by how it is perceived by candidates and current and former employees.

In summary, the EVP focuses on the specific advantages a company offers its employees, while the employer brand covers the company’s overall image as an employer, including its culture, its values, its reputation and its overall employee experience. The EVP is a key part of the employer brand, since it helps to shape the way potential talents see the company as an attractive and engaging employer.

See also: Upskilling and reskilling: our vision for 2025

Why create an EVP, and how?

An employee value proposition (EVP) is a response to several issues involved in talent management:

• Employee retention;
• Solving of problems relating to the loss of talents and the talent shortage;
• Helping the company to stand out from the competition;
• And attracting new candidates.

To create an effective EVP strategy, consider the needs and expectations of your employees as well as those of your organization.

Promoting your EVP

The promotion of your Employee Value Proposition (EVP) is a powerful lever to attract the best talent. To do so, we recommend that you update your careers site and offer:

• A simplified and contextualized user experience;
• An application process adapted to the vacancy and the employment area;
• An attractive careers site with good references, reflecting the employer brand.

You can also communicate with candidates during the recruitment process, setting out the company culture, CSR policy, value proposition and benefits.

A memorable EVP is therefore essential. A company whose HR department fails to reinvent its value proposition to focus on the people involved risks ever greater employee rotation, becoming less competitive as a result. The Employee Value Proposition (EVP) helps to attract and retain talent, stand out from the competition and rise to the challenges presented by a loss of talents and the talent shortage.

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