Employer branding
To begin let’s dispel any vagaries and clearly state the standard definition of EVP and EB…
Employment Value Proposition: The rational and emotional attributes/benefits an employee receives in return for their performance.
Employer Brand: The EVP personality reflected in all candidate and employee communication.
Employer Branding: The act of marketing and managing of the EVP.
Rational benefits are the tangible aspects including pay, healthcare, and location. Emotional attributes include considerations such as “how will I feel working there?” The EVP statement can be creative in nature or list the core rational and emotional benefits in a factual manner.
The EB is the tagline or representation of the EVP. At this point we’re careful to ensure we don’t confuse style with substance – but we ensure we have both!
To reach this EB, Adcorp analyses the facts to determine what is true and proven to be believable to all segments and resonate in every touch point for the candidate - to crystallise what and why a candidate and employee believe in the company.
Through research and analysis tools including workshop sessions we are able to take an objective approach to achieve a clear result. And the results that stem from that can be clearly impressive…
- More access to talent – a defined EVP and EB provides access to up to 20% more of the talent market than non-EVP organisations
- Reduces cost of talent - Premium compensation for new hires is 21% more in base salary in companies with an unmanaged EVP whilst only 11% in companies with a managed EVP
- More commitment from talent - Improves the percentage of highly committed new hires by up to 29%, from 9% to 38% and maintains that % 1 year later 28%
- Improves engagement - Companies that communicate effectively are 4.64 times more likely to report high levels of engagement and 20% more likely to report lower turnover.