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What are the common pitfalls and challenges of developing and delivering an EVP?

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An employer value proposition (EVP) is a clear and compelling statement of what makes your organization attractive and unique to potential and current employees. It can help you attract, engage, and retain talent, as well as align your workforce with your goals and values. However, developing and delivering an EVP is not a simple or straightforward task. It requires strategic thinking, stakeholder involvement, market research, and effective communication. In this article, we will explore some of the common pitfalls and challenges of developing and delivering an EVP, and how you can avoid or overcome them.

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1 Lack of clarity and differentiation

One of the biggest challenges of developing an EVP is to define what makes your organization stand out from the competition and resonate with your target talent segments. A generic or vague EVP will not capture the attention or interest of candidates or employees, and may even create confusion or distrust. To avoid this pitfall, you need to conduct a thorough analysis of your internal and external environment, identify your strengths and weaknesses, and understand your audience's needs and preferences. You also need to craft a clear and concise EVP statement that summarizes your key value propositions and reflects your employer brand identity.

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John Oyen

Human Resources Consultant skilled in helping organizations drive business results and organizational performance through their people
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My experience has been that an EVP is a statement about the residual value an employee will receive for contributions towards the corporation’s strategic goals. The residual is characterized in the likelihood of the employee’s success within the company relative to other companies. It is expressed differently at the various levels to help employees understand the EVP with the work and typical rewards the would expect but all levels are aligned and agree.

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2 Lack of alignment and buy-in

Another challenge of developing an EVP is to ensure that it is aligned with your organizational vision, mission, values, and culture, as well as your business strategy and objectives. A misaligned or inconsistent EVP will not only fail to attract and retain talent, but also damage your reputation and performance. To avoid this pitfall, you need to involve your senior leaders, managers, and employees in the EVP development process, and seek their feedback and input. You also need to communicate the purpose and benefits of the EVP to all stakeholders, and secure their support and commitment.

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Bryan Howard

I help businesses solve people problems.
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EVPs don't typically work because they are false aspirations. With many companies it could be considered false advertising. EVP - Flexible Work Reality - Flexible as long as it fits in our inflexible needs EVP - Purpose-driven Reality - As long as the purpose doesn't interfere with profits EVP - Connection & Collaboration Reality - As long as you don't go outside your small team. Departments are all on different pages. EVP - Work/Life Balance Reality - as long as you only need 20% for life. Companies are great at saying what they value, but their actions very often say otherwise. The EVP should reflect reality, but no company wants an EVP that says "Long hours, low pay, and no advancement unless someone above you dies."

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John Lovig

Empathetic Leadership | Recruiting | HR Tech | Process Design | Coaching
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A lot of efforts to develop an EVP are top-down approaches. If the EVP isn't something the organization truly embodies, it will backfire and cause more harm than good. Make sure to involve a sampling from across the organization and use different types of sources (including anonymous sources) to ensure you're crafting the right value prop.

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3 Lack of integration and implementation

A third challenge of developing an EVP is to integrate it into your talent management practices and processes, and implement it effectively across your organization. A disconnected or poorly executed EVP will not deliver the desired results, and may even backfire and create dissatisfaction or disengagement. To avoid this pitfall, you need to align your EVP with your talent acquisition, development, engagement, and retention strategies and activities, and ensure that they reinforce and complement each other. You also need to monitor and measure the impact and outcomes of your EVP, and make adjustments as needed.

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Sophie Manifold

Chartered FCIPD - HR Director | Head of HR | Head of Talent | Change Leadership | People Transformation | HR Project Leadership
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For an EVP to be successful you have to embed it across all the organisation, it cannot just stand alone. Any people initiatives need to have that common EVP thread/link that is really present and visible. If you get it right the EVP can be incredibly valuable in linking together huge parts of the organisation and people processes, but getting it wrong, can be similarly damaging.

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4 Lack of communication and promotion

A fourth challenge of developing an EVP is to communicate and promote it to your internal and external audiences, and ensure that they understand and appreciate it. A hidden or poorly communicated EVP will not generate awareness or interest, and may even go unnoticed or ignored. To avoid this pitfall, you need to develop a clear and consistent EVP messaging and storytelling strategy, and use various channels and platforms to reach and engage your candidates and employees. You also need to showcase your EVP through your employer branding and marketing efforts, and leverage your advocates and ambassadors to spread the word.

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5 Lack of adaptation and innovation

A fifth challenge of developing an EVP is to adapt and innovate it according to the changing needs and expectations of your talent market and environment. A static or outdated EVP will not remain relevant or attractive, and may even lose its value or appeal. To avoid this pitfall, you need to keep abreast of the latest trends and developments in your industry and sector, and anticipate the future demands and opportunities. You also need to review and refresh your EVP regularly, and incorporate new elements or features that enhance your competitiveness and attractiveness.

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Lauren Niziol

Fractional HR Director and Recruiter | Empowering Growth for Companies with Multi-Regional Teams
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I would say to keep an eye on trends and always consider how current social and economic events are weighing on the minds of job seekers and employees. Linkedin is a great source for this! Follow top voices and join groups related to your industry. Outside of Linkedin you can review statistics from organization's like the Bureau of Labor Statistics where, anoung other things, you can compare the wages you are offering with other similar businesses in your area.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the common pitfalls and challenges of developing and delivering an EVP?

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1 Lack of clarity and differentiation

2 Lack of alignment and buy-in

3 Lack of integration and implementation

4 Lack of communication and promotion

5 Lack of adaptation and innovation

6 Here’s what else to consider

Talent Management

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