HR University Logo, Teaching the Business of HR; and CHCO Council seal



Recruitment Policy Studio

Federal Section
Employer Branding - Building your EVP
Building and implementing your employee value proposition (EVP) involves four phases:

Select each phase to learn more about it.

 
Phase I - Assessment
To design a new EVP for your organization you need to understand your organization's brand in the labor market, what your talent competitors are offering, and your organizational strategy.

The Federal Employee Viewpoint Survey is a helpful tool for this assessment phase. You can get additional information through interviews with supervisors, managers, employees, and other stakeholders. Other useful sources for your assessment include your organizational strategy and annual reports.

Information regarding talent competitors can be sourced from employment websites, job postings, and other publicly available information. The sum of this information should be used to create an EVP which appeals to your applicant pool and differentiates your organization in the marketplace.

The Essential Assessment Questions Matrix can help you get started with assessing your EVP.
Phase II - Design An Ideal EVP
Once your initial analysis is complete, you can use this information to evaluate the top 3-5 attributes which will make up your employee value proposition (EVP). A focused EVP produces a stronger brand and is more memorable.

Think about it from a product perspective. If a company advertised a product listing 20 features you would find it hard to remember exactly what the product was about and what differentiates it from competing products. The same is true of employer brands. If you pick a short list of employment attributes that appeal to applicants, you are more likely to improve your recruiting outcomes.

Evaluate each attribute using the following categories:
  • Current Strength — Is your organization one of the best at delivering this attribute?
  • Competitive Differentiation — Are other organizations better than yours at delivering this attribute?
  • Strategic Relevance — Does this attribute align with your organization's values?
  • Feasibility — Can your organization reasonably deliver this attribute?
Those attributes which return strong results in all four categories should be included in your organization's EVP.

You can use the sample Attribute Selection Worksheet to help you evaluate your organization's EVP attributes.
Phase III - Communication
After determining your 3-5 attributes which comprise your organization's employee value proposition (EVP), communicate it widely and be consistent in communicating it both internally and to applicants. Ensure your recruiting and hiring team sends a consistent message to applicants and that all onboarding activities reflect the organization's EVP.

Reinforcing your organization's EVP, strengthens your employer brand and helps enhance applicants' perception of opportunities at your organization. Job postings, careers websites, interviews and other applicant interactions should all echo the core attributes of your organization's EVP.

Here is a sample Communications Plan.
Phase IV - Tracking
Tracking the effectiveness of your brand over time helps your organization anticipate issues both in recruiting as well as retention. An employee value proposition (EVP) is only sustainable if it is attended to over time.

You can assess the success of your organization's EVP by linking individualized metrics to the goals of your branding initiative. There are several recruiting-oriented metrics you can use to monitor the effectiveness of your EVP. Metrics such as: new hire performance, employee referral rates, and offer acceptance rates provide valuable information about the quality of your applicant pool and the effectiveness of your EVP.

Ask yourself some questions as you review results:
  • Are you able to attract the critical talent you need?
  • Are you experiencing high turnover rates?
  • Are you getting optimum productivity from your people?
Here is a sample of some Recruiting Metrics to help you understand the impact of your EVP. You can also visit the Recruiting Effectiveness to learn more about metrics.