Employee value proposition is your secret weapon for attracting talent

Michael MichelKnows quite a lot about online marketing

You’re looking for that one perfect new employee, but the job market is so tight that it feels like looking for a needle in a haystack.

Recognizable? Then it’s time to take a closer look at your employee value proposition. Because believe me, a strong EVP is like a magnet for talent. An employee value proposition is also a crucial part of your organization’s HR strategy and employer brand.

At Online Marketing Amsterdam, we know better than anyone how to sharpen your brand proposition and use it to find the right people. With our expertise in brand positioning, proposition development and employer branding, we help you create a brand story that really resonates. A strong employer brand is indispensable here, because it is directly linked to a convincing EVP. Together, we attract potential candidates who not only fit, but also stay.

But what exactly does an Employee value proposition (EVP) entail?

A strong employee value proposition (EVP) is essential today for any organization that wants to stand out in the job market. The EVP is much more than a list of benefits; it is the promise you make as an employer to your employees and potential candidates. It’s about the value you offer in exchange for their effort and commitment.

Think of a good salary, attractive benefits, an inspiring work environment, plenty of opportunities for personal development and, of course, a good work-life balance. All these elements together form the core of a strong employee value proposition, with which you not only attract new talent, but also keep your current employees engaged and motivated. In this article you will discover how a strong EVP contributes to a successful employer branding strategy and why it is so important to invest in it as an employer.

The key points of a strong employee value proposition (EVP)

• A strong employee value proposition (EVP) ensures that your company stands out as an attractive employer in a labor market where everyone is fighting for talent. A good EVP is not only attractive, but also distinctive and future-proof, so that as an organization you really stand out and remain relevant to current and future employees.
• EVP is much more than just salary; it is about culture, development opportunities, good work-life balance and community involvement.
• Organizations with a good employee value proposition see on average 69% less employee turnover and five times more employee engagement.
• Authentic EVPs that really fit the company culture work much better than standard promises that no one believes anymore.
• Your EVP is the foundation of your employer branding and helps you attract new talent as well as make your current employees proud.
• A distinctive employee value proposition is essential to stand out among other employers and make a difference in attracting and retaining talent.

What is an employee value proposition and why is it core to your employer branding strategy?

An employee value proposition is the total package of value your organization offers to employees, both new employees and current staff. This value proposition includes not only financial rewards, but also aspects such as culture, identity and terms of employment that together form the distinctive story with which you attract and retain employees. This includes not only a good salary or fringe benefits, but everything that makes your organization attractive to work for.

Consider:

• Salary, bonuses and pension plans
• Development and advancement opportunities
• A great work environment and culture where you feel at home
• Flexible working hours, part-time work and a good work-life balance
• Community involvement and the opportunity to contribute to community projects

In its broadest sense, an employee value proposition encompasses all factors that matter to employees.

In short, your EVP is your brand activation towards the job market and forms the basis of a successful employer branding strategy. It is the story you tell about why someone chooses your organization as a new employer and why your current employees are proud to work there. And yes, that story must be authentic. We help you with our positioning workshops and brand strategy to discover that unique brand identity and translate it into a powerful EVP.

Why is a strong EVP so important?

The job market has changed. Employees have more choice than ever and are critical. They want not only a good salary, but also an employer that matches their values and lifestyle. Employers who pay attention to their employees’ performance are also more attractive to new talent. Research shows that while 54% of job seekers want to change employers for a higher salary, most people actually consider good work-life balance, stability and respect more important.

With a strong employee value proposition:

• Do you stand out among all the job openings out there
• Do potential candidates get a clear picture of what makes your organization unique
• Attract employees who truly fit your culture and core values
• Prevent unnecessary staff turnover and save on recruitment costs
• Increase the engagement and loyalty of your current staff
• Improve the recruitment process and facilitate the connection of new staff within the organization

At Online Marketing Amsterdam, we combine storytelling with creative concept development to bring your EVP to life. Together with you, we develop a brand story and tone of voice that not only speaks, but also connects. This way, we ensure that your employer marketing is not only seen, but also makes a real impact. Investing in a strong employee value proposition helps employers retain employees and successfully recruit new personnel.

The five core components of an effective employee value proposition

A strong EVP consists of five components that together show why your organization is attractive to work at.

Successful organizations continuously align their employee value propositions with the wants and needs of their employees.

1. Compensation and appreciation

This goes beyond basic salary. It is about a total package where employees feel valued, both financially and personally.

Consider market-based salaries, bonuses, development budgets, wellness programs and regular recognition. Rewarding performance also increases engagement and motivation within the team. We’ll help you use the Value Proposition Canvas (model = 1K easy) to determine exactly what your employees really value.

2. Work-life balance

Flexibility is no longer a luxury, but a must. Flexible working hours, part-time work, work-from-home opportunities and adequate leave ensure that employees maintain a healthy balance.

With our expertise in UX and UI design, we also ensure that your digital work environment meets these needs, for example, with mobile first design and accessibility UX.

3. Development and career opportunities

People want to keep growing. Offer training, mentoring programs, internal mobility and clear career paths. Advancement opportunities are essential to attracting and retaining talent. This way, employees feel they can continue to develop and advance.

We support you with content strategy and branded content to clearly communicate these opportunities to current and future employees.

4. Work environment and culture

A great work environment is a mix of physical space and culture. Modern workplaces, inclusive work environment, open communication and appreciation for diversity make the difference.

With our brand development and brand design, we help you create a visual identity that conveys this culture, including corporate identity and brand activation.

5. Impact and meaning

More and more employees want to contribute to something bigger. Social projects, sustainability initiatives and autonomy in work give meaning.

We advise you on storytelling and content creation that authentically conveys this impact in your employer branding.

Here’s how to develop your own employee value proposition step by step

We believe in a practical approach, with room for creativity and above all: results. Formulating an EVP is a structured process in which you work step by step toward an Employee Value Proposition that fits the organization and its employees. It is important to include distinctive elements, such as work-life balance and unique core values, in the EVP so that the EVP is attractive to potential employees. The EVP is the foundation of your employer branding strategy and encompasses more than just terms of employment; it is about the overall feel and benefits experienced by employees. After developing the EVP, the next step is to implement and communicate it inside and outside the organization.

Step 1: do target audience research

We start by mapping out what your current employees and potential candidates really care about. We do this with surveys, focus groups and competitive analysis. Both internal research (among employees) and external research (into the market and competitors) are important. This way we know exactly where your opportunities lie.

Step 2: analyze your organizational culture

Together with you, we map your core values and brand identity through workshops and a SWOT analysis. This is how we discover what makes your organization unique.

Step 3: prioritize and fill the gaps

We compare what you currently offer with what employees want, and determine where the biggest improvements can be made. This way we focus on quick wins as well as sustainable growth.

Step 4: formulate your EVP

With creative concept development and storytelling, we translate the insights into a powerful brand proposition and a clear tone of voice. In doing so, we use tools such as Positioning Workshops and the Value Proposition Canvas.

Step 5: implement and communicate

We make sure your EVP is reflected everywhere: in your website, social media, recruitment campaigns and internal communications. With UX design and conversion-oriented design, we ensure that potential candidates and employees actually experience the message.

Step 6: measure and optimize

With web analytics, conversion tracking and KPI mapping, we keep a close eye on the results. This allows us to continuously improve and adapt your EVP to changing needs.

Employer Branding: the role of EVP in your employer brand

Employer branding is all about the image you project as an organization as an employer. It is the way you present yourself to potential employees and how you show what makes your organization unique. A strong EVP is the foundation for this: it is the crucial part of your employer branding strategy that shows what value you offer to your employees. By developing an attractive EVP, you not only attract future employees, but you also ensure that potential employees feel attracted to your organization. This helps you build a strong employer brand that stands out in the job market. A well-conceived EVP ensures that employees feel connected to the organization and thus strengthens your reputation as an attractive employer.

The future of the employee value proposition

The employee value proposition will only become more important in the future. The labor market is changing rapidly, and employees are placing increasing value on flexibility, autonomy and a good work-life balance. Organizations that want to continue to compete for the best talent will have to continuously develop their EVP and align it with the needs of their employees. Investing in a strong EVP means investing in your employees’ pride and commitment. By showing that you have an eye for their needs and ambitions, you are building an organization where people want to work and stay working. As an employer, this not only makes you attractive to new talent, but also ensures that your current employees feel appreciated and proud to be part of your organization.

Why choose Online Marketing Amsterdam?

We are not just another marketing agency. We combine strategic thinking with creative execution and technical know-how. Whether it’s brand strategy, branding trajectories, content creation, digital strategy or performance marketing, we provide a full-funnel approach that works.

In addition, we love a personal approach. We listen, think with you and translate your story into a brand that touches people. This way, we help you not only attract new talent, but also retain and make your current employees proud.

Want to know how we can help you develop and activate your employee value proposition? Contact us for a free positioning workshop or a no-obligation consultation. Together we will make your organization irresistible to talent.