If you want to work on your employer brand, it's a good idea to start with the EVP (Employer Value Proposition).

The EVP is the list of benefits (tangible and intangible) that candidates can expect to gain by joining your company.

The EVP allows you to set up a readable employer branding strategy and gives a framework to your Inbound Recruiting actions.

So how do you put together a PVR? We explain it all.

 Understand the objectives

Your first thought when embarking on an EVP project is probably to start with a Google search, to see what's out there. Yet EVP cannot be standardized.

It's simply a list of things that make your company unique and authentic to your employees.

Collect Data

Expressing a vision or values can be vague and hyperbolic. But EVP is just the opposite: simple and straight to the point. For this, you'll need to exchange as closely as possible with your employees. Submit surveys and questionnaires to them, organize focus groups and ask them open-ended questions.

Glassdoor is also a great source of data!

There are many tools available for conducting online surveys.  

Why not interview your departing employees? What is the overall feeling of these former employees toward your company? Would they recommend the company to their friends and family?

Identify key points

The difficulty here is translating each individual testimony into broad guidelines that draw the identity of your company. Some themes will become obvious as you hear them. You can pre-determine categories in which you will arrange the thoughts and comments of the employees.  

Examples of categories

• Team player
.
• Interest in assignments
• Implication
• Progression prospects
• Recognition
• Management
• Private life/professional life balance

The 5-10 themes and key points that emerge will become the basis of your EVP. Validate them with your employees: if they react positively, you are on the right track!

Disseminate your EVP across all channels

Once you have the endorsement of employees, management, marketing and communication, it's time to get your EVP out there. Start by highlighting it on your career site, making sure it's present at every stage of the candidate journey.

Re-adjust

Your EVP is not static. Review it every year to make sure it still resonates with your people. You can also tailor your EVP based on the Persona you are targeting (Sales, Technical, etc. )

Your EVP will allow you to communicate clearly about what it means to

working at your company and the kind of profiles you are looking for. Talent that shares your values will be all the more tempted to apply to your company.