12 minute read
Posted by Chris Platts on 30 July 2020
The best employee value propositions (EVPs) resonate with us.
In physics, resonance happens when one system matches the natural frequency of another, thus amplifying it. If I pushed you on the swing when you were about to move forward, you would go higher. I matched your natural frequency, so the force I applied amplified you.
In employer branding, resonance happens when we are able to tap into the story which is playing out in the minds of those we want to reach. That is their version of their “natural frequency.” Are we on the same wavelength? Do we hit home and speak to their wants and needs?
From talent attraction to employee retention, a successful value proposition will help you resonate, but what style of EVP works best, and how do you create or rework yours?
If you’re interested in revamping or rebuilding your employee value proposition, read on to discover 14 great examples for inspiration.
“Heart and soul. Passion and personality.”
Nando’s EVP emphasizes the passion and soul of their employees. But, importantly, they don’t take themselves too seriously.
“It really comes down to the fact that we genuinely care for one another. It’s more than just a job we come to every day. We want everyone in our family to be happy and succeed, so we keep an eye out for each other, inspire each other and celebrate with each other.”
Their “Why Nando’s?” page is refreshingly honest, recognising the individuality of experience with every employee. Unlike many EVPs that evoke a unifying purpose and holistic vision, they are forthright enough to cut through the prevailing trends:
“”Why Nando’s?” That’s a good question, but also a question with no definitive answer. If you asked everyone who worked for us, you’d probably get a different answer every time.”
“Better is just the beginning”
In a different way to Nando’s above, Sky Betting & Gaming also gives candidates a clear sense of how they operate as a business. They emphasise the supportive, team-oriented nature of their workplace.
When articulating your employee value proposition, you must indicate to candidates how their character and personality will allow them to express themselves within the company culture. Sky Betting does this really well through its clear values: ‘Free to be me’, ‘Know it share it’, and ‘Create the next’. Their tech EVP is also clearly explained through the motto: “Tribes, not teams.”
“We don’t have teams. We have Tribes—tribes of people who work collaboratively with a shared purpose. Each Tribe is made up of small, agile, and autonomous squads. And while each Tribe has a different goal, we’re all working towards one common tribal vision.”
“Be part of the story”
Perks are plentiful when working for Canva; they do well in making these known through their EVP. Perks like breakfast and lunch prepared by in-house chefs, free gym memberships, and a relocation budget are well articulated to attract top candidates. But that’s not all. On their “Why Canva?” page, the company also importantly recognises each employee’s impact on their overall mission. They emphasise the breadth of unique experiences open to their employees and are sure to highlight the chance for ‘learning and growing every day’.
“Sometimes the chance comes up to be part of something really special. Canva makes design amazingly simple for everyone, and the potential is limitless. We’re empowering people to design anything and publish anywhere.”
“Join the challenge”
Chevron is a great example of a large, established company that actively challenges the assumptions that applicants are likely to hold. It’s a multinational energy company and one of the successors to Standard Oil, a symbol of old-fashioned corporatism. However, their EVP stresses their commitment to equality, diversity, and sustainability, appealing to applicants not just via material reward but through values and culture.
“We’ve built our company’s foundation on a set of values that guide our employees in how they interact with each other and the communities and environments in which they work.”
Chevron’s EVP emphasizes its achievements in promoting women in a traditionally male-dominated workplace and its efforts at sustainability. Chevron presents itself as a company for which employees can feel good about working.
“Growing, Growing, Gone.”
Innocent’s EVP is powerful and unique because it’s not all about what an employee does for their company alone; they also like to shout about what their employees have done after their time with Innocent.
Eptimoised in the “Growing, Growing, Gone” section of their careers page, this EVP appeals to talented candidates who can add real value to the business but still harbour a dream of starting their own business.
“We’ve said goodbye to a fair few people over the years. While farewells are always a bit sad, lots of our innocent alumni have gone on to do some pretty cool stuff using the skills they picked up while they were with us. We quite like to talk about their success whenever we get the chance, like a proud parent. A slightly embarrassing one.”
“You are more than your job title”
Leadership is a key focus of Unilever’s EVP. They boast that they’re “the #1 employer of choice in more than 40 markets”. They have achieved this by highlighting the opportunity to work with brilliant leaders and, ultimately, to join one of Europe’s top ten most valuable organisations.
Anuradha Razdan, Unilever’s Head of Global Talent Attraction and Employer Brand, says, “At the heart of our value proposition is that we build leaders. We develop leaders for Unilever, and Unilever leaders go on to be leaders elsewhere in the world.”
Their employer brand video strengthens another core pillar of their EVP, individuality and diversity, with the brilliant line, “We put labels on our products, not our people.”
“Personal Best”
This EVP is a front-runner because Strava cleverly compares its product with its workplace culture. Strava is a rapidly growing exercise tracking app and social network. In the same way that the app works for athletes, Strava provides motivation and socialisation for its employees, emphasising its values of innovation and expansion.
“You will engage in interesting and challenging work that will improve the lives of our athletes. And in the same way that Strava is deeply committed to unlocking the potential of our athletes, we are dedicated to providing a world-class workplace where our employees can grow and thrive.”
Netflix has one of the most developed EVPs on our list. They host a treasure trove of culture videos (it is Netflix, after all) and a Tech Blog on the career page to show its applicants what it’s like to work at one of the world’s largest tech companies. Applicants get an insight into the work being done right now, challenging work that tech-minded people could enjoy being a part of.
Netflix clearly understands that applicants aren’t just looking for perks; they want a job they can be enthusiastic about and a workplace culture they can get behind.
“I Am FedEx”
Like many companies, FedEx promotes its ethical side. The only difference is that FedEx does it better. Through the “I Am FedEx” campaign, its EVP focuses on creating positive change in its employees and the wider community. With several short videos, it demonstrates the variety of roles, offering a virtual experience of life as a FedEx employee.
As well as offering an insight into the working life of a FedEx employee, the genius simple phrase promotes a very personal employee brand that not only entices candidates with the promise of work they can really be a part of but also encourages identity with the brand.
Side note: FedEx are pretty good at influencing the subconscious mind as well, once you see the arrow symbol in their logo you can’t unsee it.
“There’s Levels To This”
&pizza’s EVP clearly presents it as a ladder that any hard-working employee can climb as high as they like. For &pizza employees, there is “No Ceiling”: employees can be rewarded for hard work. This stands in contrast to most fast-food chains, which tend to have set pay and offer little career progression.
“Become a part of the revolution of Tribe, which has carved its own path. From working the line to shop leader, from hourly to salaried, from in-shop to a support role in headquarters, it is all there for the taking. Show us your path, and we’ll get you there.” The vibrant mood of the video appeals to the ideal candidate: young, enterprising individuals.
“Bring your whole self to work”
Yelp, one of the largest crowd-sourced business review forums, leads with its work culture and perks. Showing potential employees the opportunity to socialise and have out-of-work experiences is an obvious incentive, especially among young applicants.
Yelp put its best foot forward with pictures of its bright and unconventional office space and happy employees out and about outside the office.
“We know that keeping you healthy, wealthy, and wise translates to a better work experience. Whether it’s a gym subsidy, unlimited snacks, or healthcare benefits, we believe happy employees are successful employees.”
“Create a world where anyone can belong anywhere”
Airbnb is another example of an EVP that brilliantly likens its employees to its customers. The four clear core values make their office sound like the kind of adventure Airbnb offers to its users. See how in their recruitment video, they make this case to potential applicants, emphasising workplace culture and career progression.
What Airbnb does best is inspire applicants with their bold and impassioned mission statement, which is also the first of their core values. This EVP is great for drawing in ambitious candidates that share the company’s values and inspiring employees to work towards a common objective.
“Make great things”
Squarespace, a platform for hosting and building websites, is so confident in its product that it offers its employees privileged access as part of its EVP. While offering a wide range of perks such as healthcare, holiday, and flextime, which are the standard for large tech companies, Squarespace tempts its applicants to “two free lifetime Squarespace sites to pursue their creative passions and side hustles.”
Squarespace is a creative and technical platform and has identified that its customers will have the prerequisite skills to be great employees. By clearly identifying their ideal candidates as being passionate, creative, and sociable, they entice them with the promise of a working environment that matches their lifestyles.
PricewaterhouseCoopers, a global professional services network, emphasizes the diversity of its clients and opportunities within its EVP. The possibility of working with people from different backgrounds and industries is an obvious appeal to candidates. What separates PwC from the crowd is the emphasis on personal and career growth through networking and skill-building opportunities to “develop as a leader” and “realise my full potential.”
This EVP is communicated clearly on their careers page, where videos from current employees tell their stories of working for PwC. See how most videos reinforce their workplace culture and diversity and inclusion.
An employee value proposition (EVP) is the value a company offers employees in return for the value they bring to the organisation.
It answers the question, “What’s in it for me if I go and work here?”.
It includes the benefits, perks and quirks offered to candidates in return for their commitment, time and energy.
Research firm Gartner lists five fundamental elements of an EVP as follows:
Your employer value proposition is not the same as your employer brand. The EVP defines internally what employees get from working at your business, rather than how you market that externally to job candidates which then forms the basis of your employer brand.
As these industry-leading examples show, building a unique and enticing employee value proposition is vital for attracting the ideal candidates and keeping them engaged and productive. Building a brilliant EVP doesn’t need to be difficult if you take the time to understand the ambition and motivation of your employees and target candidate groups.
We’ve seen examples of EVPs that emphasise a company philosophy/mission, as well as those that lead with their ethics, and of course, those that rely on a healthy dose of perks, but to build the perfect EVP, you need to understand who your people are and make them an offer that’s too good to refuse.
After you’ve developed your EVP and subsequent employer brand, you’ll need to ensure it’s being effectively communicated in the hiring process. For more information on how we can bring your EVP to life in our real-life pre-hire assessments, check out how ThriveMap works or contact us for a demo.
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