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Employee Value Proposition


Developing a Powerful Employee Value Proposition for Your PR & Comms Team

In today’s fiercely competitive business landscape, attracting and retaining top-tier talent in Public Relations & Communications (PR & comms) is crucial. Here at BoldMove Consulting, as a specialist PR & Comms recruitment agency, we’ve discovered that a strong Employer Value Proposition (EVP) is a critical factor in talent acquisition and retention.

What is an Employee Value Proposition?

An Employee Value Proposition is the unique set of offerings and values that a company provides to its employees in return for their skills, capabilities, and experience. It’s an employment deal that articulates the give-and-get between employer and employee. A strong EVP is an essential asset in your Employee Branding offering.

A well-structured EVP serves as a fundamental tool for attracting, retaining, and engaging a high-performing PR & Comms team. It differentiates your organisation from competitors, providing a clear and compelling reason why potential talent would choose and remain with your company.

Key Components of a Strong EVP:

  • Competitive Compensation & Benefits: This includes the obvious and usual base salary but other financial incentives like bonuses, pension plans, etc. More recently this often includes other inducements like private healthcare and dental, enhanced maternity pay, sabbatical, work from anywhere 1-4 weeks per year, life insurance, death in service etc.
  • Career Development: Providing training and development programs, opportunities for career progression, mentorship, and international assignments (if applicable).
  • Work Environment: This encompasses not only the physical workspace, tools and technologies provided, but also flexible work arrangements like remote hybrid working or flexible hours, which have become increasingly important.
  • Company Culture: This refers to the values your company upholds, the way employees interact, the management style, recognition programs, and the overall workplace atmosphere.

A powerful EVP goes beyond a list of offerings; it’s a clear articulation of what makes your company unique. It’s about creating a holistic employee experience that motivates people to deliver their best work and feel a sense of commitment and loyalty to the organisation.

The Role of EVP in PR & Comms Success

The EVP plays a significant role in a PR & Comms Business or team’s success. It attracts top talent, drives employee engagement, and nurtures a strong company culture:

  • Attracting Top Talent: A compelling EVP sets your company apart in a crowded job market, attracting the best PR & Comms professionals.
  • Driving Employee Engagement: It keeps your team engaged, leading to higher productivity and better internal communication strategies.
  • Nurturing Company Culture: A well-thought-out EVP acts as the bedrock of your company culture. A clearly articulated EVP fosters a culture where employees feel valued and motivated to contribute their best.

Six Steps to Building an Impressive EVP

Crafting an EVP that resonates with your current and prospective employees requires deep introspection, analysis, and a solid understanding of their needs. Here is BoldMove’s approach:

1: Assess Your Current Offerings

  • Understand what your company currently offers, from salary packages to professional development opportunities, other benefits and company culture.
  • Identify your strengths and areas for improvement through checklists and employee feedback (anonymous surveys or sessions).

2: Interview Existing and Past Employees

  • Engage in open conversations with current and past employees to understand their perceptions and expectations.
  • Learn what keeps current employees engaged and what exiting employees feel could be improved. This helps you understand why people leave and how to prevent future talent loss.

Remember, an EVP is about understanding what your employees truly value, not what you think they want.

3: Define Key Components of Your EVP

  • Analyse your research and employee feedback to define the core components of your EVP.
  • Use the feedback to answer questions like: What is the best environment for your target employee to thrive in? What career development opportunities are they looking for?
  • What else can we do?

Align your EVP with your target candidate persona. Consider their needs, values, and aspirations. Segment your EVP for different roles and career stages, highlight the aspects that appeal most to each category.

4: Craft a Compelling EVP Statement

  • This statement should be clear, unique, inspiring, and encapsulate what sets your organisation apart.
  • Avoid corporate jargon and focus on the language your target audience understands and relates to.
  • Ensure your EVP aligns with both employee expectations and your company’s ability to deliver.
  • Make it a compelling and standout statement.

5: Promote Your EVP

  • A well-crafted EVP is useless if it doesn’t reach your target audience. Promote your EVP internally (company blogs, newsletters) and externally (social media, career pages, job postings, recruiters).
  • Leverage digital tools like communication platforms, social media management tools, and recruitment software to spread your EVP.

6: Review and Adjust Your EVP

  • An EVP is not static. Regularly review and adjust it to ensure it remains relevant and appealing.
  • Measure the success of your EVP

Communicate with your PR & comms and recruitment team

Most important in this process is to ensure that your HR team, PR & comms team and recruitment agency fully understand the company’s Employee Value Proposition. Perhaps they can even help you craft it.

At BoldMove, before starting the PR and comms recruitment process, we work closely with our clients to help clearly understand their Employer Branding and Employee Value Proposition. Our job is to share the best and most rewarding opportunities with the candidates. We know that it’s important for them to work for a company with strong values that align with theirs; a company that offers the right opportunities and the right culture, as well as a good financial and benefits package.

In today’s highly competitive market, Candidates look to a company’s Employer Brand and Employee Value Proposition, as they are looking for more than just a Job and Salary. Since Covid-19, this has become even more relevant. Long gone are the days when a salary, a travel card loan, and Friday drinks were considered generous. 

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