Defining a company’s employee value proposition requires the involvement of several other stakeholders besides your HR department. Who are these stakeholders and what are their roles? How can your internal communication facilitate the process?An employee value proposition (EVP) is an integral part of any modern workplace. It’s a comprehensive ecosystem of rewards, support and recognition that a company provides its employees for them to reach their true potential.
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EVP assists companies in attracting and retaining top talent in the market as well as boost employee engagement.
Any company without a strong employee value proposition will have a tough time finding the right people for their vacancies.
However, who should be responsible for defining and crafting your employee value proposition (EVP)?
In this article, we’ll discuss the role of various people in defining your EVP and the role of internal communication in the process.
While having an employee value proposition is important, ensuring that the right people define it is essential. This will hold your EVP in good shape and keep it valuable to your workforce.
Who Should be Responsible for Crafting a Great EVP at Your Workplace?
1. Human Resources (HR)
A cross-functional team from your HR department should take a leading role in defining your EVP. As they deal with your employees directly, they should play a major role in creating it.
This team should include people from several HR teams like talent acquisition, employee engagement and training & development.
It’s up to your HR department to design, run and monitor your Employee Value Proposition.
They must first understand what your organization currently offers and identify its selling points.
In case you already have an EVP in place, they need to evaluate its efficacy and identify any changes that need to be made.
Next, they need to consult focus groups comprised of current and former employees to get a better idea of what their needs and desires are.
A comprehensive employee survey program can help with this. Your HR department can ask questions such as:
- What motivates you to work here?
- What would you like to change?
- What do you need from the company?
This will give them a better idea of how the employees view the company and what it can do to help them achieve their true potential.
Remember, engagement increases when managers review and take action on the survey results!
Once your HR team has collected all this information, they must categorize your workforce into buckets and create different EVPs that are relevant to each group.
It’s up to them to empathize with your employees and ask themselves:
- What kind of career growth is this persona trying to achieve?
- What kind of workplace culture are they looking for?
- What kind of structure does the company need to provide for this employee to grow?
Your HR department must consult members across your organizational hierarchy to develop a comprehensive EVP that satisfies all the parties involved.
💡For a more detailed look at crafting a great employee value proposition, check out this detailed guide.
While HR does most of the actual planning and implementation, your employees play a vital role in your EVP development.
It’s your employees' insights and expectations that drive what your EVP becomes. Your HR department must consult your employees and value their feedback when developing an employee value proposition.
Remember, an EVP is for your employees - it’s only right that they have a significant say in what it should be.
If your HR bypasses this step - or doesn’t consult your employees enough, you could be left with an EVP that is irrelevant to the majority of your company.
You’ll then have a dissatisfied workforce on your hands that isn’t motivated or engaged with your organization.
Your employees will also play a big role in distributing your EVP and ensuring that it’s easily adopted.
Once well-connected, influential team members publicly vouch for an EVP, the rest of your workforce should happily follow suit.
3. Executive Management
It’s important for your executive management to be involved in the EVP development process.
This ensures that your employee value proposition is aligned with the company's culture, mission and business goals.
Moreover, any proposed changes to EVP will need approval from your top management.
For example, if you choose to have a flexible work from home policy, your CTO will have to sign off on software needed to make remote work seamless. Additionally, your CFO will have to agree to a budget for that software.
Finally, ensuring that your leadership staff thoroughly understands the EVP also helps prepare them for its implementation.
They’ll now be better placed to address any employee concerns or suggestions that arise as changes are implemented.
The Role of Internal Communication in EVP Development and Implementation
Internal communication plays a huge role in the development and implementation of your EVP.
It’s important to have a strong internal communication strategy in place to make the most of your EVP.
Here are three ways an effective internal communication will help you build a great employee value proposition:
1. Gathering Employee Feedback
A good internal communication system facilitates efficient feedback. As your employees have a strong, effective channel to communicate their grievances and thoughts, your HR team will find it easy to identify areas of improvement.
When it comes to building an EVP, you need to consider your employees' expectations and find ways to improve your work environment.
A good internal communication system can also help your HR team carry out employee surveys and reach out to target groups.
As all your communication is streamlined and ordered, they’ll easily get all the information they need.
2. Creating a Positive Workplace Culture
Your HR team can use your internal communication platform to check past grievances and issues that your workforce has had in the past.
It’s also a good place to identify what your employees are concerned about and what they truly need and desire.
For example, if your internal communication platform shows that employees are sharing articles on leadership and having discussions around how to manage people better, it’s an indication that they would be interested in attending leadership training programs.
Accordingly, you could introduce leadership training for newly appointed managers and even one-one coaching for your senior leaders.
Investing in developing soft skills is great for their professional growth as well as boosting employee engagement of their reporting team members.
Studying these conversations will make it easier for your HR team to identify what your employees want and develop an EVP that solves their problems.
3. Sharing Content that Attracts Top Talent
You can also use your internal communication channels to help your employees to share company-related and behind-the-scenes content to their social networks.
That way you can develop an authentic employer brand and attract top talent.
Think about it: by providing your employees with shareable content - such as hiring videos, Employee Appreciation Day videos, birthday celebration photos, employee success stories, you’ll be able to improve your employer brand easily.
Most candidates today look for jobs and research new opportunities on social media. Therefore, promoting your EVP on social media is a great way to highlight your company as a great place to work.
It’s an easy way to create an effective marketing campaign for your company’s EVP. By involving your employees in your employer branding efforts, you can easily draw and attract the best talent to your company.
Every modern company must have a well-planned, comprehensive employee value proposition. The only way to achieve that is to involve all your employees - across your organizational hierarchy, in the process.
When coupled with a strong internal communications system, your HR department will have no difficulty developing and implementing your EVP.
Feeling inspired? Download our free eBook “How to Boost Internal Communication” where we share best practices for crafting an internal communication that drives adoption and engagement in the workplace.