Employer Branding For Dummies

Chapter 4

Defining Your Employer Value Proposition

IN THIS CHAPTER

Knowing what an employer value proposition is

Gathering the information and insight needed to write an employer value proposition

Maintaining a balanced perspective

Discovering what makes your organization special

Reality-testing your employer value proposition

An employer value proposition (EVP) defines the qualities you’d most like to be associated with as an employer. It provides current and future employees with clear reasons to choose and stay with an employer. It conveys what employees can expect from an employer and what is expected of them in return. Employers that manage their EVPs effectively attract more people to their potential talent pool and enjoy higher levels of employee engagement and retention.

Effective customer and consumer brands are founded on a proposition that defines the key benefits customers and consumers will derive from their relationship with the brand. The EVP helps to provide a similarly ...