Building your employer brand out of your EVP

Put simply, the EVP is the reason people choose to join your organisation and more importantly the reason why they stay.

A compelling EVP is a priority for any organisation looking to attract, engage and retain the cream of talent in their market. Employers known for having an industry beating EVP will become the destination of choice for high performers as we enter the recovering markets in 2010. The employer brand needs to encapsulate and communicate the very essence of the EVP. An employer’s EVP encompasses both functional components (reward and remuneration, hours of work, the physical environment) and emotional ones (“how will I feel about myself working there?”, “how will I be treated?”, “how will the culture manifest?”). Both need to be understood to truly define an organisation’s EVP.

To achieve this clear understanding, our team at Heywood Innovation engages with clients to determine their real EVP and identify areas where they may not be competitive. We achieve this by immersing them in our unique EVP process which divides the reward experience into twelve carefully defined components. When combined, these form the basis of a compelling employment experience for their employees.

Each component is thoroughly probed by a representative selection of employees. We utilise several analysis tools: teleconferencing, online survey, workshops and one-on-one interviews to suit the location and make-up of the participants.

It is this good, bad and ugly, ‘warts and all’, across-the-board insight which allows us to venture deeper. We are able to give the employer a clear view of how employees and candidates perceive their organisation and the employment experience. This provides a platform to create a compelling and effective employer brand, and confidence that all brand promises will be met. This is step one on the road to reduced attrition and positive engagement.



Tony Heywood is a Fellow of the Design Institute of Australia, founder of Heywood Innovation in Sydney Australia with affiliates in Melbourne, Gold Coast, London, Singapore and Mumbai.
tony@heywood.com.au
www.heywood.com.au