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The Roc Search Blog

Make your EVP a VIP

21 November 2018

Stephen Pye, Global Head of Talent Acquisition

Since joining Roc Search as Global Head of Talent Acquisition in April 2018, I’ve been working with my colleagues Jodie Gale and Daniel Evans to redefine our Employee Value Proposition (EVP). It’s something I have done in previous role and a subject I’m incredibly passionate about, so I wanted to share my thoughts on how to create an employee value proposition.  

First, let’s start with a definition.

An EVP is everything that incorporates the ‘why’ people want to work for your business and continue doing so. It’s made up of two things:

1) Tangible benefits such as salaries, commission and incentives;

2) Intangibles, like L&D, culture, career opportunities, the strength of your management team etc.

How you decide to build and deliver your EVP will depend on many company-specific factors. However, the starting point should be to understand exactly what your employees think and feel.

Something simple like Survey Monkey is a great tool here. At Roc we built a bespoke survey that covered all key areas on how we can make Roc a better place to work. One of the benefits of this platform is that responses are anonymous, which is incredibly important in order to get the open and honest feedback you need to build a valuable EVP.  

Having collated and digested all the survey data, we organised focus groups to get more detailed feedback and to drill down on some of the key themes that came out of the surveys. You need to group together the key themes. You can’t action every single small request but you can look at how you can address the underlying issues. And of course, don’t forget to share the positives too. At the end of the day, positive or negative, all feedback is good feedback!

Once you have all of your feedback from the business, you’ll realise that was actually the easy part! You now need to build an EVP!

You can approach this in lots of different ways but essentially it means reviewing your company culture. Whether you’re looking at benefits, flexibility, career paths, training or your working environment, you need to ensure you do more of what people currently enjoy and look to improve the areas that need improving. And of course you need an end result that fits your business, your culture or even your industry.

You’ll also need a thorough communications plan. People need to know that you’ve listened and have action plans ready to go. You don’t want them to feel that the time they spent providing feedback has gone to waste. In my experience, the process does takes time – the lesson is to be transparent and be consistent.  

Once you’ve got your EVP locked down, you’ll turn to how you market it. Internally and externally. Sometimes even the best idea, poorly marketed, will fail. So this stage is crucial (as they all are!).

And again, understanding your business and audience is essential. If you’re a global company, you need to ensure you tailor your EVP to each region. Think McDonald’s and how it caters for locals by tweaking its menu with regional variations. It’s an apple pie in the UK but a coconut pie in Singapore. It’s about being consistent, but being unique.   

So, what makes you unique? What’s your coconut pie?
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