EVP defines the unique value proposition a company provides its employees, setting it apart from other brands in the job market. It covers everything from company culture, career growth, and compensation to the working environment and employee benefits. In simple terms, it answers the question: “Why should I want to work for this company?”
People naturally want to work for attractive brands and crave being part of something bigger, something with deeper meaning. But how do you uncover that in your value proposition? Let’s take a look at some more inspiring real-world examples, where renowned brands share their approach to creating EVP.
Microsoft and the Macro Impact of Their EVP
Microsoft builds its EVP on talented individuals and the drive for continuous learning and growth. Although they replaced the original tagline “Be What’s Next” with the new “Because Impact Matters,” the values they’ve long supported remain unchanged. Passion, versatility, teamwork, and innovation are embedded into Microsoft’s DNA, as they believe these qualities benefit employees, customers, and the world.
You might wonder: why did this tech giant decide to change their EVP tagline? The goal was to more clearly communicate what employees should imagine when aspiring to drive progress. It’s primarily about their reach and impact on people’s lives and company culture. Through various upskilling programs, such as the Microsoft Viva platform, employees can actively contribute to innovations in communication and team management.
Even as a tech company, you can show the public your human side. Microsoft does this through the Microsoft Life platform, where real employee stories are shared, turning them into inspirational ambassadors for the employer brand. They share work experiences and personal stories, fostering closer and more genuine relationships not only within their teams but also with the wider public.
Read also: How to approach EVP? Get inspired by TOP brands vol.1
Sport for a Better Life with Adidas
A sporting spirit and passion for what fulfills us—these aren’t just the values behind the Adidas brand as most of us know it. These pillars also form the foundation of its employer value proposition. As a global leader in sports goods, Adidas aims to cultivate a culture that values employee well-being, performance, and experience. These goals are reflected in the company’s core pillars: courage, ownership, innovation, team play, respect, and integrity—key elements in defining their EVP.
Adidas expresses its commitment to changing the world of sport and offering opportunities to everyone, regardless of background, through its current EVP tagline. “Through Sport, We Have the Power to Change Lives” reflects their dedication to improving lives, working conditions, and conventions even in the global job market. On top of benefits, Adidas offers employees various sports programs and creates opportunities for movement even within the workplace.
At Bosch, Everyone’s a Boss
You probably know the slogan #LikeABosch from their ad campaigns. But it’s also found a place in their employer brand under the expanded version “Work #LikeABosch,” which serves as the EVP tagline. It represents a promise of shared growth, flexibility, teamwork, innovation, and inspiration, encouraging every employee to think like a true leader. This philosophy fosters mutual motivation and individual responsibility, directly impacting a better future.
Bosch truly acts like a boss, taking care of every member of its team. They translate this into a well-designed set of employee benefits, carefully aligned with employee needs. Bosch guarantees flexible working arrangements and remote work opportunities, while also supporting employees who relocate to different regions. They take into account the needs of family life, partnerships, and opportunities for both personal and career development.
Interested in the topic of EVP? Check out our video from the GALTON Culture Talks series.
Pfizer: Inspiring Higher Goals
Pfizer became fully aware of its true values when the world was hit by a pandemic. Not only did this drive the internal team, but it also brought unprecedented public attention to Pfizer. Therefore, it’s no surprise that innovation and courage became central pillars of their EVP. Excellence and passion for the job rose to prominence over the more predictable values like care.
Their tagline “Use your power for purpose” represents Pfizer’s confidence in the capabilities of its employees while encouraging them to pursue and fulfil the company’s collective goals and vision. Pfizer strengthens its employees’ belief that they hold all the tools to not only care for others but also for those closest to them—their family, friends, and loved ones. This tagline gently conveys a narrative of recognition and rewards, highlighting that Pfizer supports exceptional individuals in achieving their goals and excelling in their fields.
Sustainable Employment at Hitachi Zosen Inova
How do you attract and retain talent when you’re an international company dealing with waste management? For cleantech giant Hitachi Zosen Inova, which operates in the WtE and renewable energy sectors across 14 countries, we developed an employer brand strategy, defined their EVP, and streamlined their hiring process. Following stakeholder meetings, we began crafting and adapting a strategy based not only on in-depth interviews but also on internal online surveys. These insights helped us tailor a relevant EVP and determine a communication style that would appeal to both current and future employees.
With the inclusive narrative “Turning waste into energy,” we focused on authentically communicating the company’s atmosphere and work culture. In addition to the employer brand strategy, we organised a photoshoot featuring employees who explained their motivations for working at HZI. For the client, we proposed an effective media mix of online and offline channels, including digital citylights, audio ads, and social media posts. The concept was further emphasised by redesigning the careers page on the portal profesia.sk.
Check out the full case study on the Hitachi Zosen Inova project.
Seeking guidance on building your employer brand and defining an EVP? Feel free to reach out, and we’ll be excited to talk.