How an Authentic EVP Can Re-Recruit Your Existing Employees
- posted in: Employee Value Proposition
We all know an employee value proposition (EVP) is at the center of an employer brand. An EVP serves as the foundation for expressing the organizational culture and a company’s promise regarding the employee experience. When an EVP is successful, it results from authentic expression of what it’s really like to work at the company. In fact, the main difference between a successful and failed EVP comes down to one key question—does it truly represent the employee experience?
Often, we think of an employee value proposition from the perspective of talent acquisition and candidate attraction. Will candidates identify with the cultural essence of the company? Will they genuinely fit the organizational culture? Will they relate to the statements expressed within the EVP? While this perspective is important, it can overlook the impact that a great EVP can have on re-recruiting and re-engaging current employees.
Start by listening to your employees
Great EVPs that represent the employee experience come from time spent talking to your employees about their experiences. The mere act of conducting research for an EVP can have a profound effect on current employees. Whether through focus groups, interviews or surveys, these research methods give employees a platform to be heard.
One of my favorite parts of the EVP creation process is actually conducting focus groups. For many participants, this forum allows them to be heard and provides a time of introspection. The mere act of listening to someone share his/her thoughts can reignite passion that may have been lost along the way. Speaking from first-hand experience, including your employees is a great opportunity for re-recruitment.
Making it their own
Re-recruiting is not just limited to employees that participate in the research process. In fact, the rollout of your EVP is an essential time to connect with and re-recruit existing employees. As we mentioned previously, an authentic EVP resonates with employees because it should echo their own voices. They should feel that the statements are both personal and relatable—as if they would have drafted the statements themselves.
When an employee value proposition accurately reflects the employee experience, it also creates an opportunity for individual ownership. An EVP resonates because employees identify with it. It is the bottom-up expression of what it’s like to work there, rather than the top-down corporate expression of values or company vision. Employees can see the cultural values and statements as their own, and act as a cultural brand ambassador who authentically lives the brand.
Bringing it closer to home
You may have noticed that this blog doesn’t contain secondary research or typical references. Instead, I wanted to close by sharing a more personal story of the profound impact that our new EVP journey has had on me. As a consultant, I am accustomed to going through the EVP research and launch process with clients. Yet speaking with coworkers from all over the world about their employee experience came with some anxiety. Would I let my bias skew the information? Would I second guess my commitment to the vision? Truthfully, I had no idea.
But it was during this process that I discovered a strong passion for the people and culture in our business. I have always believed in the work I do, but it was the first time I whole-heartedly believed in our future. I realized that I was part of something big. It has taken me from a committed employee to a true believer.
But don’t take my word for it—discover and live out your organization’s EVP. Seek outside professionals that will guide you in this process. Don’t overlook the impact the research process, rollout and continued focus on your EVP will have on existing employees. A strong and authentic EVP is not only great for recruiting, it is crucial for re-recruiting your top talent.