No delusional EVP, please

Employer Value Propositions (EVPs) should not be empty promises. In practice, we often encounter employers struggling to define their commitment to employees when shaping their EVP—the most popular aspect of employer branding. An even greater challenge lies in translating this promise into corporate culture. Beware: this value proposition is more than just a company motto or slogan. It’s the most compelling argument for why you, as an employer, are more valuable and attractive than your competition. If our clarification has shifted your perspective on the significance of employer branding, brace yourself for further insights in the following lines.

Each workday is a ride

Every day at work is an experience. We distinguish two types of experiences: employee experience (EX) and candidate experience (CX). Ideally, these two experiences should occur simultaneously, as they mutually influence each other. A positive candidate experience (CX) can strengthen the employee experience (EX) from the very moment of hiring. On the flip side, both types of experiences contribute to building an attractive employer brand in the long run. Especially through positive references and reviews. Furthermore, employee recruitment can also be carried out on social networks, ensuring what we call ‘social recruiting’.

Great employer makes great ad

The promotion of your employer’s brand is an ongoing endeavour, extending beyond campaigns, content plans, and participation in job fairs. Because in employer branding, much hinges on what you do for your employees in terms of developing their abilities, skill sets, and mental and physical well-being. Contented employees in your company naturally tend to stay longer. However, whether they become your brand ambassadors depends on how much space you give them for self-realisation, integration into the team despite differing opinions, work habits, and other traits.

Workforce cultivation

Every individual who becomes part of a corporate structure contributes significantly to building not only the employer brand but also advancing its business ambitions. However, this principle should apply vice versa as well. Just as employees help shape the brand, employers should also foster their people and the environment in which they work. Identifying opportunities to enhance the work environment requires talent management and performance management to work in tandem within human resources management, applying to each employee. Talent management’s primary role lies in capturing high-performing and talented employees and providing them with space for personal and career development. On the other hand, performance management identifies areas impacting performance and results while ensuring proper reward systems are in place.

Within this reward system, topics like Total Rewards (TR) and Workplace Wellness (WW) play a crucial role. TR encompasses the rewards, benefits, and perks that employees receive during their tenure with the company. In the context of employer branding, WW focuses on initiatives, programmes, and benefits that support the physical, emotional, and mental well-being of employees. These activities are essential for increasing employee satisfaction and productivity and shaping the overall perception of the company as an attractive workplace.

Ready with no exceptions

Workplaces have long been grey areas where the adage “all are equal, but some are more equal than others” held true. The integration of diversity and inclusion (D&I) culture aims to prevent unwelcome signs of favouritism in the workplace. Thanks to movements like MeToo and issues that gained prominence during the pandemic within the WorkTok environment, diversity and inclusion have become pivotal aspects in shaping and building employer branding. In these companies, the reality of employment should reject gender discrimination while also providing opportunities for socially or physically disadvantaged individuals. Such organisations eschew intolerance. Every employee has the chance to contribute to the company’s development, influencing engagement and motivation by recognising their importance to the organisation.

Not just a plain theory

Employer branding is dynamic. Just as society evolves, so do its rules. While some fundamental elements of the employer brand remain unchanged, this overview should guide you in creating a resonant employer brand strategy. With our assistance at GALTON Brands, employer branding specialists can not only set the course but also define all crucial aspects of a successful employer brand. Our aim? Transforming buzzwords into measurable results that genuinely resonate among your employees.