How do you keep your EVP communication consistent and authentic across different platforms and media?

Having a well-defined EVP is the starting point for any effective people strategy. It's essential to remember that an EVP is not just a list of benefits but a reflection of the company's ethos and culture. One way to keep it up to date is to initiate "EVP Review Workshops" on a semi-annual basis, where cross-functional teams, including representatives from various departments and levels, come together. In these workshops, use tools like SWOT analysis to evaluate the current EVP's strengths, weaknesses, opportunities, and threats or something out of the design thinking playbooks to rethink old ideas. This collaborative approach ensures a comprehensive review, capturing diverse perspectives and leading to a more robust and authentic EVP

Most importantly: you create your EVP with you employees. Not top down. Getting support and engagement internally will decide weather it your new EVP will be a success. Furthermore, I believe that EVP creation should be: 1) Fun - this should be a fun process for you, your team, and the rest of the company. 2) Fast - the market moves fast and so does your talent persona. EVP trajectories that take 6-12 months are outdated the second you launch them. 3) Flexible - your EVP isn't set in stone. It changes. Besides your global/overall EVP you need to be flexible depending on the job. 4) Feasible - it needs to deliver results. New EVP and no recruitment results? Back to the drawing board! Keep on measuring.

Featuring testimonials from current employees, sharing their positive experiences within the organization. This adds credibility to your EVP and provides real-world examples of your company culture.

Defining your Employee Value Proposition (EVP) is crucial before sharing it with the world. It's like crafting your company's unique story. I like the formula approach. "We provide ongoing learning opportunities to our employees who seek career growth and development." One of few formulas that I use is: WE ARE COMPANY IS WHERE [AUDIENCE X] GETS [FEATURE Y] THAT OFFERS [BENEFIT Z] e.g. We are a company where fresh graduates get mentorship and practical experience that offers a solid foundation for their future careers. It's a simple way to express what you offer and who it's for. What's great about a clear EVP is that it sets expectations for potential hires and helps current employees understand what's in it for them.

Developing a clear and effective EVP depends on inclusive participation and support from all levels of the organization, particularly management. Begin by securing a commitment from senior leadership. Emphasize the strategic importance of an EVP in attracting and retaining talent, how it aligns with the overall business goals, and make sure they are willing to listen to what the employees have to say about the culture of the company. Form a diverse team representing various departments and levels within the company to work on the EVP. This ensures a comprehensive perspective that reflects the entire organization.

Aligning the EVP with the overall brand identity ensures a harmonious and consistent message across all touchpoints. It's like telling a cohesive story where every chapter aligns with the core narrative. A hands-on suggestion: Organize cross-functional workshops with marketing and HR teams. This collaboration can help in ensuring that the EVP communication is in sync with the broader brand voice, tone, and identity. Yes, strategic Employer Branding belongs in the hands of HR, but marketing still has the skill and expertise in brand building - so collaborate and combine your strengths!

Let's imagine that different types of brands (customer, employer, corporate, etc.) serve as various "lenses" through which your target audience perceives your company. Your Employer Brand acts as a lens through which potential employees view your company as an employer. To strengthen this perspective, it's crucial to strike a balance between consistency and relevance to your corporate brand. Since the company remains the same, only the lenses differ. Follow these steps to achieve this balance: 1. Review brand guidelines for your corporate or customer brand. 2. Make adjustments to connect better with your target talent in colors, imagery, and taglines. 3. Discuss changes with brand managers for alignment and support.

To maintain consistent EVP communication, ensure it is closely aligned with your brand identity. Start by integrating your EVP into all brand messaging and materials, from recruitment ads to internal communications. Your EVP should reflect the core values, culture, and mission of your organization. Use the same tone, style, and visual elements across all platforms to create a cohesive brand image. Regularly review and update your EVP to ensure it evolves with your brand. This alignment reinforces your brand’s authenticity and strengthens your employer value proposition.

This is a no-brainer, but still we often see that this step is often forgotten. Besides this article I would add to this part that here's where creativity comes to play. You can do a lot of fun and cool things in aligning your EVP with your brand. And most importantly - it's often the small things that people will actually remember. As HR/Recruitment professional, really seek the collaboration with Marketing/Communication. This is where both your knowledge and expertise join co-create.

Keeping your EVP communication consistent and authentic across platforms starts with aligning it to your brand. The Employee Value Proposition should reflect why someone would want to work at your brand, showcasing what’s unique and special about the experience. Your EVP isn’t separate from your brand—it’s an extension of it. Ensure your EVP mirrors your brand’s identity, voice, and tone, reinforcing a unified message that resonates with both potential and current employees. #EmployerBranding #EVP #BrandAlignment #AuthenticCommunication #EmployeeEngagement

Beim Thema Plattformen und Medien lautet mein Mantra einerseits "viel hilft viel" und andererseits "mutig sein." ZIEHL-ABEGG hat es mit der TikTok Erfolgs-Story vorgemacht und sich einfach mal getraut. Davor kann man nur den Hut ziehen! Viel Potenzial sehe ich hier zukünftig für Roblox, da hier der Kreativit?t kaum Grenzen gesetzt sind und man ein wahres Universum an kreativen M?glichkeiten bespielen kann.

Target Audience: Identify where your target audience is most active and choose platforms accordingly. This could include LinkedIn, company website, social media, job boards, etc. Platform Suitability: Ensure the content format is suitable for each platform (e.g., visual content for Instagram, detailed articles for LinkedIn).

Ask yourself this: Who needs to receive my message and for what purpose? I believe choosing the right platforms and media depends on really understanding your audience (demographics, behavior patterns) and understanding the objective of your EVP message. Is it recruitment of top tech candidates, retention of current employees, or brand awareness? Next, recognize the unique strengths of each platform and craft content that aligns with these. Reflect on what resonates most with your target audience and aligns with your objectives. Will interactive, visual, or textual content be more effective? Remember, there is no one-size-fits-all solution. Success requires experimentation and adaptation :)

When it comes to communicating EVPs effectively and enhancing the employer brand, employee advocacy is a powerful tool. Leveraging employees as brand ambassadors adds authenticity and credibility to the message when it reaches external audiences. Moreover, it fosters greater engagement among employees themselves, as they feel valued and empowered to represent their organization. Implementing employee advocacy programs with comprehensive training ensures that employees at all levels can effectively communicate the EVP. Aiding with direction on diverse content, including technical aspects, mission-driven “zealots”, and glimpses into daily office life, caters to different audience preferences and interests.

There are some misconceptions when it comes to placement of an Employer Branding strategy and the main one is that overspreading is the best strategy. Is LinkedIn the right platform for your brand? It depends on who you are trying to attract. In fact, the placement of your content should really be a strategic decision based in facts that you acquire from your current employees (that hold positions you are trying to attract) and candidates. It's also a misconception that digital works better than analog. Once again it really depends. Be open minded to different possibilities and a different positioning, if it aligns with your brand. Every action you take will have an interpretation. Be mindful.

Adapting the EVP to various contexts doesn't mean diluting its essence. It's about emphasizing different facets that resonate most with the specific audience or situation. Create an EVP toolkit with guidelines on how to tailor the message for different scenarios, like job roles, locations or market conditions. This toolkit could include - templates - real-life examples and - best practices from successful campaigns. Additionally, consider hosting quarterly training sessions or webinars for HR, managers and communication teams to familiarize them with the toolkit's resources. This proactive approach not only ensures flexibility in communication but also empowers teams to confidently convey the EVP while preserving its core essence.

Remember this: "Only differentiate your brand with attributes that your target audience value." ... And there are many types of audiences ... Segmenting your EVP for different audiences is essential, and it goes beyond just tailoring it to job roles or locations. For example, sales, marketing, and engineering professionals have distinct preferences. Sales may value commission, marketers look for brand-building, and engineers prioritize learning and growth. Likewise, juniors, mediors, and seniors have varying priorities. Juniors seek development, mediors aim for career growth, and seniors prioritize leadership. Your EVP must fit the context and your audience. Your EVP need to be tailored to the context and to your audience.

Grundlage für die Kommunikation der EVP sollte im Sinne von Konsistenz eine gemeinsame Basis sein. Im Change führt man hier meist die Change Story ins Feld. Wenngleich die EVP potenziell weniger Change beinhaltet, ist der Ansatz einer gemeinsamen Story für mich richtig. Denn egal auf welcher Plattform ich über den Arbeitgeber berichte - die Essenz, die DNA sollte die gleiche sein. Unterschiedliche Kontexte dienen zumeist der Ansprache unterschiedlicher Zielgruppen. Ein ganz wesentlicher Aspekt, um die richtigen Botschaften wirksam zu senden und die intendierte Personengruppe zu erreichen. In der Kommunikation hei?t es h?ufig: viel hilft viel. Das gilt es zu nutzen und eine Bandbreite an Kan?len zu bespielen.

Adapting your (EVP) to different contexts is vital for resonating with diverse audiences while preserving its core essence. Here are some new ideas: - Customize your EVP for different geographical locations. For instance, in regions with a high emphasis on work-life balance, highlight your company's policies supporting this. - Develop role-specific EVP components. For tech roles, stress opportunities for innovation and skill development; for sales, emphasize incentives and growth potential; - Modify your EVP based on the employee's life stage. For early-career professionals, emphasize mentorship and learning opportunities. For mid-career staff, focus on leadership and growth paths. For seniors, highlight influence and impact opportunities.

Um Schwachstellen zu identifizieren, bietet sich an zu analysieren an welcher Stelle die meisten Kandidat*innen abbrechen bzw. das Interesse am Arbeitgeber verlieren. Dafür ist es erforderlich, dass entsprechende Daten erhoben werden: Impressions, Aufrufe, Klicks, Bewerbungen, Anzahl Vorstellungsgespr?che, Anzahl der ausgesprochenen Angebote, davon durch Kandidat*innen angenommene, davon tats?chlich am 1. Tag gestartete Personen, davon bestandene Probezeiten, etc. Wo die Conversion am niedrigsten ist, gibt es m?glicherweise Optimierungspotenzial für die EVP Kommunikation, mit welcher Sie die Kandidat*innen begeistern, überzeugen und als Mitarbeitende bereits zu Beginn des Arbeitsverh?ltnisses binden m?chten.

To ensure your EVP communication remains effective and consistent, regularly measure its impact and seek ways to improve. Use surveys, feedback sessions, and engagement metrics to assess how well your EVP resonates with employees and candidates. Analyze this data to identify strengths and areas for improvement. Make data-driven adjustments to your messaging and delivery methods. Regularly update your EVP to reflect changes in your organization and market trends. This continuous improvement process ensures your EVP stays relevant, compelling, and aligned with your brand values.

To measure and improve your EVP communication, begin by setting clear metrics, such as employee engagement scores, retention rates, and candidate feedback. Use surveys, focus groups, and interviews to gather insights on how well your EVP resonates with employees and candidates. Monitor the performance of your communication channels, tracking metrics like click-through rates, social media engagement, and application rates. Analyze the data to identify strengths and areas for improvement. Regularly update your EVP based on this feedback, refining messages, channels, and strategies to ensure ongoing relevance and effectiveness.

It's crucial to analyze both external and internal metrics. Externally, track impressions, clicks, applications, and social media engagement to understand where potential candidates might lose interest. Internally, assess employee feedback, engagement scores, and retention rates to gauge how well your EVP resonates with the current workforce. Identifying low conversion points or dips in engagement can highlight areas for improvement in your communication strategy. This dual focus ensures your EVP not only attracts talent but also fosters a committed and satisfied team. Regular updates based on these insights help keep your EVP relevant, engaging, and aligned with both prospective and current employees' expectations.

When maintaining consistent EVP communication, consider the importance of multi-channel integration: - Ensure your EVP messaging is cohesive across all platforms-social media, internal communications, recruitment marketing, and more. - Engage leadership and managers to embody and reinforce the EVP in their interactions. - Regularly train employees on your EVP to ensure they understand and can articulate it effectively. - Lastly, stay agile and be prepared to adapt your EVP communication strategy based on feedback and evolving business goals. This comprehensive approach ensures a strong, consistent employer brand.

How to Keep EVP Communication Consistent & Authentic - 1. Unified Message: Develop core EVP themes that stay consistent across platforms. Example: Airbnb uses “Belong Anywhere” on every channel. 2. Tailored Content: Adapt content for each platform while keeping the core message intact. Example: Spotify shares the same EVP on LinkedIn and Instagram but tailors the format. 3. Employee Advocacy: Encourage employees to share their authentic experiences. *Example: Microsoft employees frequently post about company culture on social media.* 4. Brand Guidelines: Use a clear style guide to ensure consistency in tone, visuals, and messaging. 5. Regular Audits: Review platforms periodically to ensure EVP communication is aligned everywhere.

Consistency is deeply overrated. (See: Hobgoblins of little minds, et al). Your employees are not parrots. They are people. So the best way to make your EVP accessible to all your core target audiences and still align with itself is to make it clear to your internal advocates and communicators. Too many companies boil their EVPs down to three-word taglines, but that leaves too much room for interpretation. Instead, train your people on what the brand is and what it means. Once they've internalized the brand, they can speak to their networks in their vernacular regarding their challenges and desires while still supporting the shared brand. Alignment beats consistency every time.

Consider adding your company employees as a target audience group to empower advocacy and amplify engagement, particularly on LinkedIn as an organic platform where you might want to use engagement rate as a measure of success.

In my experience it is very important to communicate EVP internally as much as externally. Because in the end, employees are the best ambassadors.