Your employer brand is driven by your Employee Value Proposition (EVP), which helps you attract, engage, and retain top employees. However, with the pandemic altering people's perspectives on work, it's more critical than ever to revisit or build an EVP that corresponds with employees' shifting expectations and needs.
A powerful, distinct selling point distinguishes your company from the competitors. The USP is your company's positioning statement, and it may be included in all aspects of your marketing, including website messaging. Finding your unique selling point starts with market research focusing on consumer wants and what your competition offers. Your unique selling point (USP) can be built on a specific sales characteristic that satisfies these needs, such as convenience or quality.
Another critical consideration is how your firm is perceived. If you have a good reputation as a fantastic place to work, it will impact your employees' decisions. Analyzing client data can also help you establish your unique selling features. For example, a free return policy is an excellent differentiator if your customers love the simplicity of purchasing a product online.
It is critical to examine existing impressions when revising your Employee Value Proposition. This will assist you in understanding what distinguishes you from your competitors and how your company can best capitalize on that distinction.
You should conduct anonymous surveys, focus groups, and one-on-one interviews with current personnel to accomplish this. Ask them what makes your organization distinctive, why they stay, and what advantages or incentives would tempt them to quit.
This allows you to customize your Employee Value Proposition to your target audience. These insights can also be used to discover gaps in your offering or opportunities for improvement.
Developing a feedback loop is critical for increasing consumer loyalty and advocacy. This allows your brand to learn what your customers value in your products and services and how to improve their experience.
Employee and customer satisfaction surveys, Net Promoter Score (NPS) surveys, and other data sources can all be used to collect feedback. Collecting this input will allow you to keep your business running smoothly and increase performance by keeping everyone on the same page.
Employees who are satisfied with their jobs are more ready to put in extra effort and work harder than those who are dissatisfied, which can significantly impact your company's bottom line. Companies with high levels of employee contentment see their stock values climb more than those without.
Many employees have created new goals and expectations around flexibility, autonomy, and the workload they are ready to take on over the last 18 months. To ensure that your employee value proposition (EVP) is the gold standard, you must be agile and sensitive to the changing needs of your workforce. Understanding your employees' objectives and ambitions and then redefining your EVP to meet those objectives will help you stand out in a congested employment market.
Consider the four important criteria for your employees when rethinking your EVP: remuneration, location, benefits, and growth possibilities. Then, customize these elements to your sector, staff demographics, and basic corporate values. Then, redesign your EVP to address those factors in the most impactful way possible. That is the best method to ensure that your EVP is a success and one you can be proud of. It's a proven formula for attracting, retaining, and motivating your most precious resource: your staff.
