Insights to Impact: How to build an Employee Value Proposition (EVP) from the ground up

In our latest edition of the knowledge? – BDB’s thought leadership publication which provides insights in how to confidently navigate the ever-evolving world of B2B –? we took a deep dive into the essentials of employer branding and the power of a well-crafted Employee Value Proposition (EVP) in attracting and retaining the right talent. This follow-up blog shines a light on the development of BDB’s own EVP, giving a real-world example of how to engage employees in defining a shared vision. ?

Through this conversation with Holly Mair , Associate Board Director and Head of People, we get an inside look at how BDB brought its EVP, ‘Own your potential’, to life. As an employee-owned company, where our team members literally own a stake in the business and have a say in its direction, our approach to employer branding takes on special significance. Unlike traditional businesses, this shared ownership model means everyone benefits directly from our collective success and has a genuine voice in our future.

In this Q&A, Holly shares insights into how our employee-owned structure shapes BDB’s Employee Value Proposition (EVP), offering practical takeaways for organizations looking to create authentic, engaging employer brands that truly enhance the employee experience."?

BDB had a unique approach to developing its employee value proposition (EVP). Can you tell us about the process?

Our approach to developing our EVP was distinctly collaborative, which stems naturally from our position as an employee-owned business. Everything we do must be in the best interests of our team, so it was crucial that our EVP was directly influenced by our people rather than being imposed from the top down.?

We launched the process at Impact Day 2022, which coincided with Employee Ownership Day. We held a hackathon-style event where our entire team worked in groups to explore what makes BDB an attractive place to work and what truly matters to our employees. Teams presented their ideas back to the business, exploring everything from potential marketing campaigns to messaging and proof points.?

This collaboration meant our development approach was grounded in lived experiences and perspectives from day one. The contributions from Impact Day were thoughtfully analysed and woven into our final EVP, giving us confidence that everyone’s voice was heard, valued and represented.

That's quite different from an old-fashioned, top-down approach. What surprised you about this process?

The level of organic alignment was remarkable. When you give people the space to articulate what matters to them, you might expect widely divergent views. Instead, we found consistent themes that shaped our 'own your potential' ethos. The themes that emerged naturally evolved into our core pillars for delivering impact across the B2B community, determining success collectively and celebrating intellectual creativity.

I think this speaks to how shared values naturally attract and retain like-minded people. When your EVP genuinely reflects what matters to your team, you create a different mindset where people think bigger and care more because they have a genuine stake in the outcome.

What were the key learnings from implementing the EVP?

Firstly, we learned that an EVP isn't a ‘one-and-done’ exercise. It needs constant reinforcement and demonstration through action. We've integrated it into every touchpoint of the employee experience, from recruitment through to development conversations.?

Secondly, we discovered the importance of making our EVP tangible. It's not enough to have inspiring words on a wall; you need to show how they translate into daily reality. For us, this means investing in training, providing meaningful feedback and creating clear progression paths that allow people to truly own their potential.

Finally, we learned that authenticity is non-negotiable. Candidates and employees can quickly spot the gap between promise and reality. Our employee ownership model helps as we're all invested in making sure we deliver on our promises.

How do you ensure the EVP stays relevant as the business evolves?

We have several approaches to making sure our values continue to represent and reflect our culture. Our monthly pulse surveys help us track whether we're delivering on our EVP promises. We gather feedback through training sessions, learning and development conversations and our Employee Forum, which helps ensure our EVP continues to resonate.?

But more fundamentally, because our EVP was built on core principles of employee ownership and continuous growth, it has natural resilience. The specific initiatives or benefits might evolve but the underlying commitment to empowering our people and growing together remains constant.

What advice would you give to other B2B businesses looking to develop their EVP?

Start by really listening to your people. Don't make assumptions about what matters to them – ask and observe. Create opportunities for honest dialogue about what makes your organisation unique and what could make it better. For us, this means dedicating a day every year to collaborative workshops where teams can explore and articulate freely what matters most to them.

Then, consider how your EVP will translate into action. The most beautifully crafted proposition means nothing if it doesn't shape day-to-day experiences. Think about the resources, training and support needed to achieve your collective aims. We've found that regular pulse surveys and soliciting feedback help us ensure we're living up to our commitments.

Finally, remember that your EVP needs to work for both current and future employees. It should reflect who you are today while pointing toward who you want to become. Every organisation has unique strengths to build upon – the key is identifying what makes you special and articulating in an impactful but honest way.

Bring EVPs to life with BDB?

It is our belief that the strongest EVPs are not crafted behind closed doors or in boardrooms but instead built through genuine dialogue with your people. This is the core of our approach to employer branding: we work closely with our clients to create EVPs that are authentic and reflect the true culture of their business.

By actively engaging with teams and capturing their ambitions, non-negotiables and collective strengths, we develop EVPs that resonate with existing employees as well as prospects on the market for a place that works for them. Most importantly, our approach ensures that an EVP is more than a static statement on paper or employer handbook fodder.? It is a living, breathing part of a brand’s identity, fueling enhanced engagement, satisfaction and long-term success and growth.

Ready to create an EVP that empowers your people and drives your business forward? Check out the latest issue of the knowledge now or get in touch with the team directly.?