In today’s competitive talent landscape, a strong employee value proposition (EVP) can make all the difference in attracting and retaining top talent. An effective EVP goes beyond just compensation and benefits – it’s a holistic promise that outlines the unique value, experiences, and opportunities your organization offers employees.By studying the EVPs of leading companies, we can glean valuable insights to inform our own approach. Let’s explore some best practices and a step-by-step guide to crafting a compelling EVP for your organization.
Best Practices from Top Companies
1. Unilever: Emphasize Purpose and Leadership Development
Unilever’s EVP centers around the opportunity to “bring your purpose to life” and “work with brands that are loved.” They also highlight their focus on developing leaders, stating “we build leaders for Unilever, and Unilever leaders go on to be leaders elsewhere in the world.”
Key elements of Unilever’s EVP include:
Purpose and Sustainability
At the heart of Unilever’s EVP is the opportunity for employees to “bring your purpose to life” through their work. The company emphasizes its overarching purpose of “making sustainable living commonplace” and the chance for employees to contribute to this mission. This resonates strongly with Unilever’s focus on developing sustainable brands and operations, appealing to talent who want to have a tangible impact on social and environmental issues.
Leadership Development
Unilever’s EVP prominently features the company’s commitment to developing leaders, stating “we build leaders for Unilever, and Unilever leaders go on to be leaders elsewhere in the world.” This emphasis on leadership development taps into the desire of many professionals in the consumer goods industry to gain valuable leadership experience that can propel their careers forward, both within Unilever and beyond.
Tangible Impact
Unilever’s EVP promises employees the opportunity to “create a better business and a better world” through their work. This appeal to making a meaningful, real-world impact resonates with talent who want to see the tangible results of their efforts. By aligning these key elements – purpose, leadership, and impact – Unilever has crafted an EVP that authentically reflects the company’s identity and values, while also addressing the core motivations of its target talent pool in the consumer goods industry.
2. Shopify: Prioritize Personal Growth and Impact
Shopify’s EVP is anchored in personal growth, with the statement “we started out as a few people, obsessed with personal growth. Today, that same pursuit of personal growth drives thousands.” They empower employees to forge their own career paths and have a tangible impact.
Key elements of Shopify’s EVP include:
Personal Growth
At the heart of Shopify’s EVP is the company’s commitment to personal growth, stating “we started out as a few people, obsessed with personal growth. Today, that same pursuit of personal growth drives thousands.” This focus on continuous learning and self-improvement resonates strongly with tech talent who are seeking opportunities to develop new skills and expand their capabilities. Shopify positions itself as a place where employees can continuously challenge themselves and reach new heights.
Forging Your Own Path
Shopify’s EVP empowers employees to forge their own unique career paths, stating “we started out as a few people, obsessed with personal growth. Today, that same pursuit of personal growth drives thousands.” This emphasis on autonomy and the ability to shape one’s own trajectory appeals to the tech industry’s preference for flexibility and self-direction. Shopify positions itself as a company that trusts its employees to take ownership of their development and make decisions that align with their personal and professional goals.
Tangible Impact
Similar to Unilever, Shopify’s EVP promises employees the chance to have a meaningful, tangible impact, stating “you are more than your job title because you create a much bigger impact in the world through the work that you do.” This appeal to making a difference resonates with tech talent who are driven by a desire to solve problems and create value. Shopify positions itself as a company where employees can directly contribute to the success of the business and make a positive difference in the world.
By aligning these key elements – personal growth, autonomy, and impact – Shopify has crafted an EVP that authentically reflects the values and motivations of its target talent pool in the tech industry.
3. HubSpot: Foster Work-Life Balance and Flexibility
HubSpot’s EVP emphasizes work-life balance, with benefits like unlimited vacation, fully remote work, and a focus on treating “employees as whole people.” They aim to “help you be the best ‘you’ that you can be.”
Key elements of HubSpot’s EVP include:
Work-Life Balance
At the heart of HubSpot’s EVP is a commitment to helping employees “be the best ‘you’ that you can be.” This people-first approach is reflected in the company’s generous benefits, including unlimited vacation time and the ability to work fully remotely.HubSpot recognizes that its employees have lives, hobbies, and responsibilities outside of work. By offering this level of flexibility, HubSpot aims to enable its people to achieve true work-life fit, rather than just work-life balance.
Treating Employees as Whole People
HubSpot’s EVP explicitly states that “employees are treated like people, not line items.” This philosophy extends beyond just work-life balance, as the company strives to support its employees as multifaceted individuals.This is demonstrated through benefits like five-year sabbaticals, parental leave, and “fun stuff” – all designed to cater to the diverse needs and interests of HubSpot’s workforce. The company believes that by treating employees as whole people, it can foster a more engaged, productive, and fulfilled team.
Fostering a People-First Culture
Underpinning HubSpot’s EVP is a strong, people-first culture that emphasizes transparency, knowledge sharing, and a lack of “inner circles.” The company believes that by empowering all employees, from interns to executives, to contribute ideas and information, it can create a more collaborative and innovative work environment.This cultural foundation, combined with the generous work-life balance and flexibility offerings, positions HubSpot as an employer of choice for talent seeking a truly supportive and enriching work experience.
By prioritizing work-life balance, treating employees as whole people, and fostering a people-first culture, HubSpot has crafted an EVP that resonates strongly with its target talent pool, helping the company attract and retain top performers.
4. Gartner: Highlight Challenging Work, Growth, and Rewards
Gartner’s EVP is structured around five pillars: challenging work, talented people, limitless growth, community impact, and big rewards. This holistic approach addresses both intrinsic and extrinsic motivators.
Key elements of Gartner’s EVP include:
Challenging Work
Gartner’s EVP emphasizes the importance of challenging work, recognizing that employees seek opportunities to grow and develop through meaningful and stimulating tasks. This pillar aligns with the desire of many professionals to be engaged and challenged in their roles.
Talented People
The second pillar of Gartner’s EVP highlights the importance of working with talented people. This element resonates with employees who value collaboration and the opportunity to learn from and contribute to a team of high-caliber professionals.
Limitless Growth
Gartner’s EVP promises limitless growth opportunities, which appeals to employees who seek continuous learning and career advancement. This pillar emphasizes that Gartner is a company where employees can grow and develop their skills, leading to greater job satisfaction and career fulfillment.
Community Impact
The fourth pillar of Gartner’s EVP focuses on community impact, emphasizing the company’s commitment to making a positive difference in the world. This element resonates with employees who want to work for a company that aligns with their values and has a meaningful social impact.
Big Rewards
Finally, Gartner’s EVP includes big rewards, which addresses the extrinsic motivators of employees. This pillar highlights the financial and other benefits that Gartner offers, such as competitive compensation, benefits, and recognition programs.
By integrating these five pillars into its EVP, Gartner has created a holistic approach that addresses both the intrinsic and extrinsic motivations of its employees. This comprehensive EVP helps Gartner attract and retain top talent by offering a unique combination of challenging work, growth opportunities, community impact, and big rewards.
Step-by-Step Guide to Crafting Your EVP
1. Understand Your Employees and Candidates
Start by deeply understanding your current and prospective employees – their values, motivations, and pain points. Gather insights through surveys, focus groups, and interviews to uncover what matters most to them.
2. Align with Your Organizational Identity
Ensure your EVP aligns with your company’s mission, values, and overall business strategy. It should authentically reflect your unique culture and employer brand.
3. Define Your EVP Pillars
Distill your key offerings into a concise set of EVP pillars. These could include compensation, learning and development, work-life balance, purpose, and more. Prioritize the elements that will resonate most with your target talent.
4. Craft a Compelling EVP Statement
Synthesize your EVP pillars into a clear, compelling statement that encapsulates the unique value you provide. This should be a succinct, aspirational promise that captures the essence of your employee experience.
5. Bring Your EVP to Life
Bring your EVP to life through various touchpoints, from your careers page and recruitment materials to onboarding and ongoing employee communications. Use concrete examples, testimonials, and visuals to bring your promise to life.
6. Continuously Evolve and Deliver
Regularly review and update your EVP to ensure it remains relevant and authentic. Most importantly, make sure you consistently deliver on the promises you make to your employees.
By following these steps and drawing inspiration from industry leaders, you can craft an EVP that sets your organization apart, attracts top talent, and fosters a highly engaged and committed workforce.
