Establishing a robust employee value proposition (EVP) is a significant aspect of attracting exceptional talent and retaining them. Therefore, in this piece, we will address the inquiries:
- What constitutes an EVP?
- How does EVP differ from employer branding?
- What steps are involved in crafting an EVP?
Additionally, I discovered 10 employee value proposition illustrations from leading brands.
What defines an employee value proposition?
To devise an employee value proposition framework in your organization, it’s crucial to first grasp what an EVP entails.
Thus, here is a definition of an employee value proposition:
The employee value proposition represents the collection of traits that the job market and employees regard as the benefits they receive through their association with the organization.
source: Gartner
An EVP is frequently misunderstood as being synonymous with “employer branding.” The distinction lies in that the employee value proposition is centered internally (what drives and engages employees, aids in retaining high performers, draws skilled applicants), whereas the employer brand is more externally-oriented (e.g., the organization’s image as an employer, its societal perception, what distinguishes it).
10 Instances of Employee Value Propositions
I explored career sections and job listings to identify 10 firms (refer to the list below) that exemplify an outstanding employee value proposition.
Apple’s Employee Value Proposition
Apple’s EVP Headline: “Join us. Be yourself.”
Apple’s employee value proposition captivates with a compelling (well-written) headline: “Join us. Be yourself.” It certainly helps that Apple invests in striking creative (visuals) for their communication.
Apple’s EVP is founded on these components:
- employees contributing value
- uniting diverse thinkers and doers to innovate
- employees discovering their purpose and position
Deloitte’s Employee Value Proposition
Deloitte’s EVP Headline: “What impact will you create?”
The employee value proposition at Deloitte is compelling because it poses a question, “What impact will you create?” This inquiry format instantly makes Deloitte’s communication more relatable.
Deloitte’s career section enhances their EVP with a video highlighting inclusion, collaboration, and performance. The video illustrates what life is like working at the company, engaging with colleagues, and discovering paths for success.
Google’s Employee Value Proposition
Google’s EVP Headline: “How we support Googlers”
The employee value proposition from Google concentrates on 6 essential components. Here’s how Google “supports Googlers”:
- assisting families — benefits (parental leave, retirement savings, & beyond) and onsite amenities (for children and pets!)
- promoting a healthy lifestyle — onsite doctors and fitness facilities
- giving back — matching charitable contributions and volunteer hours for team members
- ensuring quality time off — flexible workdays and vacation opportunities
- financial aid — retirement savings matching and planning resources
- fostering employee development — personal and professional growth options (degree programs, cooking courses, guitar lessons, and more)
Hershey’s Employee Value Proposition
Hershey’s EVP Headline: “Haven’t fulfilled your full potential yet? Neither have we. There’s more to be crafted”
The Hershey employee value proposition is remarkable because it poses an intriguing question:
“ARE YOU SOMEONE WHO WANTS TO HELP US PEN THE FUTURE NARRATIVE OF HERSHEY’S?”
Moreover, Hershey’s EVP illustration is also focused on:
- culture & diversity — Business Resource Groups (BRGs) promoting an inclusive work atmosphere
- benefits for personnel — “wellness, financial stability, and life”
McDonald’s Employee Value Proposition
McDonald’s EVP Headline: “Why McDonald’s?”
Their employee value proposition at McDonald’s can be found on their Why Work In a McDonald’s Restaurant? careers page, but I also encountered a great EVP example in this job listing for a department manager:
Incorporating an EVP in a job listing on Indeed or your careers page, particularly
Beginning with it truly engages candidates. The EVP mentioned above meets all the criteria (compensation, perks, training, medical care, time off, and work-life harmony).
Employee Value Proposition: Netflix
Netflix’s EVP Headline: “Why Netflix?”
Netflix’s employee value proposition is located on their careers page, as well as in their job advertisements. Below is an illustration of an EVP within a job description for a Senior Software Engineer.
This employee value proposition example stands out, not only because it’s included in the job advertisement, but also due to the fact that it notes:
- educational chances
- welcoming corporate environment
- benefits
- remuneration
- influence
All these are essential components of a robust EVP framework.
Employee Value Proposition: Sodexo
Sodexo’s EVP Headline: “Seeking a diverse and fulfilling career?”
The Sodexo EVP excels because it is founded on two fundamental aspects:
- community and team unity — this motivates staff to remain for the long term
- career pathways — prioritizing growth and longevity for employees
Employee Value Proposition: Starbucks
Starbucks’ EVP Headline: “Anticipate more than coffee.”
Starbucks’ employee value proposition features an impressive introduction, “Expect more than coffee” and refers to its employees as “partners.” This emphasizes corporate culture and stands as one of the finest examples of employee branding we encountered.
Toyota’s Employee Value Proposition
Toyota’s EVP Headline: “We are more than simply outstanding cars and trucks”
The Toyota employee value proposition is underscored in its text, “We are more than simply outstanding cars and trucks” and a video featured on the company’s career page. Toyota’s EVP is commendable because it is constructed on two foundational principles:
- regard for individuals
- ongoing enhancement
The one-minute video profile of Jack Hollis, Senior VP of Automotive Operations, vividly illustrates why he was drawn to the company and why he has remained for over a decade.
Unilever’s Employee Value Proposition
Unilever’s EVP Headline: “What we can provide for you”
The Unilever employee value proposition is displayed in its job listings in a distinctive manner, which genuinely piqued my interest. Here’s an instance of Unilever’s EVP in a recruitment lead job description:
What We Can Provide For You
Environment for Growth|Exceptional Employee Health & Well Being Benefits|All Voices Matter|Global Presence|Life at Unilever|Careers with Meaning|Top-Tier Career Development Programs|Explore Our Location|Focus On Sustainability
This is an effective approach to present your employee value proposition model to prospective candidates as it’s structured as clickable links that are simple to navigate.
The Unilever employee value proposition is positioned right above their statement regarding diversity and inclusion.
How to Create an Employee Value Proposition (EVP)
Do you desire to design an EVP for yourself? The four suggestions below might aid in your initiation.
Determine the length of your EVP
There is no fixed duration for an EVP. Some organizations (like Netflix and McDonald’s) feature a concise list of points in their job advertisements, while other firms (like Apple and Google) allocate an entire webpage on their site to their employee value proposition.
Incorporate visuals and video into an EVP
Not all the example EVPs mentioned above utilize videos or images to narrate their stories, but it may be beneficial. Therefore, if you are integrating an EVP into your career page or website, using visuals can be more captivating than text alone.
However, if your resources are constrained (e.g., lacking a budget for a graphic designer), employing a straightforward bulleted list is effective as well. Just ensure that the terminology you choose resonates with your audience (refer to the following).
Engage your audience in an EVP
Engaging your audience through 1st/2nd person verbiage generates greater impact. In the employee value proposition instances mentioned above, Apple, Deloitte & Hershey utilize “you” to connect directly with their audience.
Conversational tone is yet another excellent method to connect with your audience. Deloitte, Hershey, and Unilever initiate their EVPs with a query. Candidates may find themselves more connected to the phrase “What can we provide you?” rather than terminology like “Benefits.”
Utilizing inclusive language within your employee value proposition is also crucial. Ongig’s Text Analyzer highlights terms that may imply bias and offers recommendations for more inclusive alternatives. Thus, processing your employee value proposition example through the tool can assist you in crafting an unbiased EVP.
Components to include in your EVP
If you’re uncertain about which components to incorporate in your employee value proposition, first contemplate what distinguishes you from other organizations. Is it adaptable work policies, dog-friendly benefits, or access to extraordinary family perks?
The answers to these inquiries may help you determine which components to select. If not, here are some recommendations along with examples from top brands:
Headline/Impact Statement
Commence with a statement of effect. How will the business and the employee foster a mutually advantageous association? Deloitte & Hershey link their EVP to how employees influence the organization with compelling headlines such as:
“What influence will you create?”
and
“Haven’t fulfilled your maximum potential yet? Neither have we. There’s more to achieve”
Compensation and Benefits
Compensation ranks as one of the primary aspects potential candidates examine before applying, and it’s what retains many employees at organizations long-term. Therefore, ensure to incorporate salary, bonuses, and additional benefits in your employee value proposition.
Google, Hershey, McDonald’s, Netflix & Unilever refer to employee benefits and/or family support in their employee value proposition.
Other firms like Accenture, Chipotle, Goodyear & Massage Envy utilize a compensation section titled “What’s in it for you” within their EVPs.
Company Culture
Individuality is essential, and that’s what enhances companies. Therefore, presenting a viewpoint on diversity and inclusion in your employee value proposition is vital. Employees who feel valued and respected, irrespective of their race, age, sexual orientation, etc., tend to be more committed and productive.
Your company culture is what employees experience daily, so allow them to convey their narratives and their message regarding inclusivity at work.
Starbucks & Sodexo highlight their company culture and employee belonging. Mutual of Omaha employs the phrase “A diverse workplace where associates experience a sense of belonging” in their job descriptions as part of their EVP.
Employee Growth and Training
Providing pathways for advancement and stability is also a significant concern for employees. Do you offer coaching or mentoring avenues? Or prospects for promotion within the firm? An effective employee value proposition should encompass these factors.
Apple, Deloitte, Google, Hershey, McDonald’s, Netflix, Sodexo, Starbucks, Toyota & Unilever all incorporate some variation of “opportunities for success” in their employee value proposition.
Companies like John Deere, Sweetgreen & Vacasa outline career advancement and training options in their EVPs.
Work-life Balance
The advantages of a work-life balance are a major concern for many individuals. Consequently, outlining benefits like flexible hours, parental leave, and vacation time is essential to an employee value proposition.
Employees who maintain a balance between their professional and personal lives are generally:
- more efficient and driven
- less anxious
- avoid burnout
- healthier (mentally and physically)
Hewlett Packard Enterprise, Jamba Juice & NetApp include this in a section termed “What We Offer” for employees in their EVPs.
Location
The COVID-19 pandemic has significantly influenced location in the EVP model. Numerous companies worldwide were compelled to transition from office environments to working entirely remotely for extended periods.
In this post-pandemic era, employees may appreciate having the option of working from home versus being in an office full-time. Therefore, if your organization has a remote work policy as an advantage or if it’s standard operating procedure, you may want to include it in your EVP.
GoDaddy, VMWare, & Wikimedia Foundation utilize expressions like “you can work remotely from anywhere,” illustrating flexible locations to enhance their EVPs.
Why I Created This?
A part of Ongig’s mission is to assist you in attracting top-notch diverse talent. Ongig’s software transforms your career page and job descriptions to ensure you highlight your employee value proposition (EVP). Request a demo to discover more.
Note: If you require some examples of employee branding or assistance with your EVP model, our blog 9 Winning Employer Brand Marketing Strategies could be beneficial.
Acknowledgments
- 5 Key elements of an Employee Value Proposition (by AIHR)
- Employee Value Proposition (by Gartner)
- EVP trends you should be monitoring post-COVID (by Talent Works)
- EMPLOYEE VALUE PROPOSITION: HOW 30 COMPANIES DEFINE THEIR EVP (by Bailey Reiners)
- A federal brand worth working for (by Accenture)
- WHAT IS THE DIFFERENCE BETWEEN EMPLOYER BRAND AND EVP? (by Karim Ansari)
- Employee Value Propositions: 14 Great Examples (by Chris Platts)
- 5 Ways a Healthy Work-Life Balance Improves Your Productivity (by Toby Nwazor)