ZYLO Group on Developing a Distinctive EVP based on Real Insight.

To say that the last 5 years have been a tumultuous time for business, is of course a grand understatement. We’ve seen tremendous change borne out of necessity that has resulted in a more long-term shift towards workplace flexibility. Beyond the impact of Covid, we’re seeing several influences affecting and shaping workplace culture.?

We’ve worked with several clients that represent the multifaceted changes affecting work environments. There are the challenges facing the automobile servicing industry as it becomes increasingly more complex and specialised, and aged care facilities where the workforce can’t afford to live close by. Industries where AI threatens to replace creative and customer service skillsets, just to name a few.?

The challenges involved in designing mutually beneficial working models coupled with a desire to rebuild viable and attractive cultures are exceptional. It requires a new, deeper understanding of employee’s desires and motivations, balanced against changing commercial and environmental realities. In the quest to attract, retain, and engage employees, the immediate approach often involves racing to dangle juicy incentives in front of employees. However, this approach often lacks long-term viability.?

While tangible incentives such as salary, bonuses and flexible work arrangements are readily implementable and immediately gratifying, they are, in some cases not sustainable solutions in the long run.

There’s a much more effective approach, shifting the focus of leaders and employees alike from the short term, to what they need to build a successful and sustainable future.?

The key to success is designing and implementing a compelling and ownable employee value proposition (EVP).

It establishes the value exchange between the business and its employees, and it is the ‘employee piece’ that is in a state of flux – what your employees value, desire, or expect has undoubtedly evolved incredibly in recent times. We’ve always seen differences across lifestages and ages, but even these are becoming more pronounced.?

By defining a unique Employee Value Proposition (EVP), you establish a framework that will shape future decisions regarding the employee experience.

ZYLO GROUP’s EVP DEVELOPMENT PROCESS.

STEP 1. INSIGHT

ZYLO Group has over 20 years’ experience delivering the insight essential for developing effective EVPs. We talk to key stakeholders, employees – both past and present -? talent specialists, industry bodies and experts in order to build a complete picture.?

We’ll help you:?

• define motivations, attitudes and values?
• bring to life employee segments, personas, and personalities
• understand important environmental context and influences?
• determine how you are viewed as an employer?
• determine what you can credibly claim as your EVP

We are highly trained research and insights consultants – so we have the qualitative and quantitative tools, skills and techniques needed to get beyond initial responses. We go deeper to identify human drivers, motivations, biases, and opportunities. No survey monkey here folks.?

STEP 2. DEVELOPMENT

We take this insight and translate it into our EVP recommendation framework. This is a model of key elements that are distinct and ownable for the business. This forms the strategic and creative brief for the articulation of the EVP. It instructs how the EVP comes to life and embeds itself in the employer brand’s DNA.?

STEP 3. ARTICULATION

We collaborate with expert designers, copywriters, and storytellers to help bring the EVP to life, so that it is tangible and meaningful at all touchpoints, internally and externally.?

Establishing a strong Employer Brand with a distinctive employee value proposition that is grounded in insight is key to developing an organization that thrives in the long term.?