An EVP can’t be researched mathematically, and sometimes even the wrong instruction can lead to the right result. In our seven-point list, you can read why quick shots quickly go nowhere.
1: QUICK SHOTS DISAPPEAR QUICKLY.
A good employer branding campaign should not be a temporary communication measure that merely makes a company appear in a good light to external applicants. It is not a purely operational issue, but part of a genuine corporate identity. Strategic considerations are therefore an indispensable part of the development and implementation process. Whitewashing is quickly punished in social media and can even be counterproductive in the worst case.
2: AN EVP IS NOT A MATHEMATICAL FORMULA!
An Employer Value Proposition (EVP) is a promise of the company to its current but also potential future employees, and the basis for credible employer branding communication. The decisive factor in determining an EVP is that, with the help of cleverly chosen evaluation formats, one does not simply determine the lowest common denominator, but lets the employees enter into a discourse to enable statements beyond a corporate language.
3: HEARTBEAT INSTEAD OF SLOGANS
Pure branding tools are only conditionally suitable for revealing the true identity of a business. A brand is primarily perceived as a quality seal of assured product characteristics, employees on the other hand do not necessarily want to be equated as a "brand". Instead of flat advertising messages, an EVP should contain relevance for the individual and, in the best case, a purpose, thus generating real emotions.
4: TO THE GOAL!
Despite all structured research and well-prepared interviews, chance should always be given an important role. Sometimes it is a small story in the context of an evaluation that can develop great power to symbolise the identity of an organisation. Creative curiosity and a creative eye should therefore always be constant companions of an evaluation!
5: QUICKLY START RAPID PROTOTYPES!
In order to avoid the danger of becoming a prisoner of your own concept plan, it is recommended to allow experiments that can be tested much faster than the overall story. By means of rapid prototyping, sketches can be developed that do not necessarily have to be covered with control elements. In this way, based on methods such as SCRUM and Design Thinking, an own strategy can be found in the HR area, which combines top-down and bottom-up elements.
6: DEVELOP AN AUTHENTIC AND STRINGENT STORY!
With the perfect tension between attention and authenticity, it is important to develop storytelling that has a high degree of relevance, especially from an employee perspective. Stringent storytelling ensures that new talent is not only a professional gain, but also support and live communicated values.
7: WIN THE WAR FOR TALENT.
New, highly motivated employees are won over when the creation shows maximum authenticity. This only happens if the content is supported by your own employees. A concept that is strongly based on participation increases the level of approval. Without employees as ambassadors, no employer branding campaign will be successful in the long term.