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How can you assess and enhance your organization's employee value proposition and employer brand?

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Your organization's employee value proposition (EVP) and employer brand are key factors that influence how you attract, retain, and engage your talent. Your EVP is the unique set of benefits and opportunities that you offer to your employees in exchange for their contribution and performance. Your employer brand is the reputation and image that you have as an employer in the market and among your stakeholders. Both are essential for creating a positive and distinctive employee experience that sets you apart from your competitors. But how can you assess and enhance your EVP and employer brand to ensure that they align with your strategic goals and reflect your organizational culture and values? Here are some steps that you can follow to improve your employee relations and retention.

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Hitashi Malik I Chartered MCIPD I SPHRi I ODCP

Mother I People Enabler I Awarded Top 50 HR Professionals I Forbes HR Council Member I Harvard Business Review Advisory…
Krisha Pereira

Goa Institute of Management (G.I.M.) | Ex T.I.M.E.

1 Define your EVP

The first step is to define your EVP clearly and consistently. Your EVP should be based on your organizational vision, mission, and values, as well as the needs and preferences of your current and potential employees. You can use surveys, interviews, focus groups, and other methods to gather feedback from your employees and candidates on what they value most about working for you, what they expect from you, and what they think are your strengths and weaknesses as an employer. You can also benchmark your EVP against your competitors and industry standards to identify your competitive advantages and gaps. Based on your findings, you can craft a compelling and authentic EVP statement that summarizes the main elements of your offer, such as compensation, benefits, career development, work environment, culture, and social impact.

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Hitashi Malik I Chartered MCIPD I SPHRi I ODCP

Mother I People Enabler I Awarded Top 50 HR Professionals I Forbes HR Council Member I Harvard Business Review Advisory Council Member I Strategic HR Partner I Culture Builder I Leadership Coach ?? It’s all about PEOPLE
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EVP is your organization's unique selling point (USP) which differentiates you from other companies in the market. I have always defined EVP based on 4 Pillars of the People Strategy - Benefits; Learning & Career Advancement; Work Culture and lastly, Health & Wellbeing. When the organizations empower their employees and provide the positive work environment, they are able to unleash their best potential leading to successful business outcomes.

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2 Communicate your EVP

The next step is to communicate your EVP effectively and consistently across all your internal and external channels. Your EVP should be integrated into your recruitment, onboarding, performance management, recognition, and retention strategies and practices. You should also use various media and platforms, such as your website, social media, blogs, podcasts, videos, newsletters, events, and testimonials, to showcase your EVP to your target audiences. You should also ensure that your EVP is aligned with your employer brand and that you convey a consistent and coherent message about who you are, what you do, and why you matter as an employer. You should also monitor and measure the impact of your EVP communication on your key metrics, such as applicant quality, employee satisfaction, engagement, loyalty, and advocacy.

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Hitashi Malik I Chartered MCIPD I SPHRi I ODCP

Mother I People Enabler I Awarded Top 50 HR Professionals I Forbes HR Council Member I Harvard Business Review Advisory Council Member I Strategic HR Partner I Culture Builder I Leadership Coach ?? It’s all about PEOPLE
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EVP should be communicated to the new & existing employees and reiterated at various platforms like onboarding, culture handbook, blogs, newsletter, career website, LI page etc to help convey consistent messaging to the external as well as internal audiences. This would support the brand building for your organization. The employees are the biggest brand ambassadors carrying the brand and showcasing it.

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3 Validate your EVP

The third step is to validate your EVP regularly and adjust it as needed. Your EVP is not a static or one-size-fits-all proposition. It should evolve with your organizational goals, market conditions, and employee expectations. You should constantly seek feedback from your employees and candidates on how they perceive and experience your EVP and whether it meets their needs and aspirations. You should also track and analyze the trends and best practices in your industry and sector and identify the emerging opportunities and challenges that may affect your EVP. Based on your insights, you should update and refine your EVP to ensure that it remains relevant, attractive, and competitive.

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4 Engage your employees

The final step is to engage your employees in co-creating and promoting your EVP and employer brand. Your employees are your most valuable and credible ambassadors and advocates. They can help you spread the word about your EVP and employer brand to their networks and communities, as well as provide feedback and suggestions on how to improve them. You should encourage and empower your employees to share their stories, experiences, and opinions about working for you on various channels, such as social media, review sites, referrals, and events. You should also involve your employees in designing and implementing your EVP and employer brand initiatives and campaigns, such as recognition programs, wellness activities, social responsibility projects, and employer awards. By engaging your employees, you can foster a sense of ownership, pride, and belonging among them and enhance their loyalty and commitment.

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Krisha Pereira

Goa Institute of Management (G.I.M.) | Ex T.I.M.E.
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Online Presence and Reputation: Assess your online presence on platforms like Glassdoor, LinkedIn, and other social media. Monitor reviews and comments to gauge your reputation as an employer. Promote Employee Advocacy: Encourage employees to act as brand ambassadors and share positive experiences about your organization on social media and professional networks.

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5 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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How can you assess and enhance your organization's employee value proposition and employer brand?

1

2

3

4

5

1 Define your EVP

2 Communicate your EVP

3 Validate your EVP

4 Engage your employees

5 Here’s what else to consider

Employee Relations

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How can you assess and enhance your organization's employee value proposition and employer brand?

1

2

3

4

5

1 Define your EVP

2 Communicate your EVP

3 Validate your EVP

4 Engage your employees

5 Here’s what else to consider

Employee Relations

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