EVP and employer brand – the opportunity for Internal Communications
This week, we hosted a breakfast event focused on how Internal Communications (IC) can shape, connect, and leverage Employer Value Proposition (EVP) and Employer Brand.
Our insightful guest speakers were Simon Rutter, Communications Consultant, and Joss Sargent, Culture Change Specialist and IC Expert.
Simon and Joss began by describing EVP as a company’s "secret sauce" and the employer brand as the experience and delivery of that proposition.
They then went on to talk about the power of an interconnected EVP and Employer Brand informed by research, colleague involvement, and cultural indicators, and that when brilliantly conceptualised, connected, and executed, it can unleash strategic, cultural, and reputational opportunities.
But getting this piece of work right has to be considered through different lenses and there are many pitfalls to look out for where organisations can get it wrong such as…
Flawed and disingenuous stories and content
Bland and uninspiring narratives and creatives
Ill-informed and disconnected strategies
Mismatched promises to actual experiences
Complicated, confusing, and fragmented messaging
Detractors from culture and values
Misaligned internal and external stakeholders
Employees often feel the EVP doesn't align with their lived experiences, making it seem inauthentic which can create resentment and distrust. Many employer brands are also not fully activated often due to a lack of strategic perspective and/or the capability to enact the EVP and connect it to the brand.
Guests discussed that often companies want to focus on the future of the brand. However, an EVP should reflect where you are right now as well as looking toward the future. “EVP should ground you, with an authentic proposition which people should connect to”.
So what does a good EVP look like?
Connected, compelling storytelling
Bold and beneficial approaches
Inspiring, inclusive, and authentic messages
Consistency in journey and experience
Simple yet strategic execution
Acceleration of culture and values
Buy-in from internal and external stakeholders
"EVPs and Employer Brands are supposed to be a filter to attract the right people with the right skillset who will thrive in the company culture in question." Simon highlighted, emphasising the crucial role IC plays in engaging new and existing employees through developing or enhancing the EVP and employer brand.
Event guests also discussed the role IC should play in bringing the right stakeholders to the table in creating or enhancing the EVP and employer brand. Joss shared how the creation of a “culture and brand forum”, made up of HR and internal Communications (and perhaps even wider) can avoid mistakes, and misalignment and move to strengthen important internal relationships.
Guests also discussed that when HR is already involved and IC has been asked to contribute or sees an opportunity to add value, this can “act as a relationship builder, but being clear on boundaries and responsibilities is important as well as proactive partnering.”
The session also touched on Opportunity v Reality and how to approach capacity challenges with a strategic lens so that IC colleagues can prioritise their involvement and ensure that the impact they make matters.
Key Takeaways
From our conversation, several important points emerged:
EVP and Employer Brand are increasingly important but need strategic IC support
IC can demonstrate tangible ROI through involvement in EVP/EB through cost to hire, retention, and Glassdoor scores etc.
Proactive partnering with HR is more effective than reactive measures
Strategically use initiatives to build, embed, unite, develop, enable, and recognize
Leadership buy-in is essential for ensuring promises match experiences
Building stronger strategic interdependent relationships opens up opportunities
Strengthen the connected employee experience to build advocacy
Review your current Culture and EVP narrative for interconnections
Formalise relationships between the owners of EVP, Employer Brand, and Culture
Be emotive storytellers, promoters of people, and champions of reality
By taking these steps, Internal Communications can play a pivotal role in ensuring that EVP and Employer Brand not only coexist but thrive, contributing to a stronger, more cohesive organisational culture. With thanks to Joss and Simon for leading such a great conversation!
And if you’re looking for some support with devising effective communication strategy please do get in touch. We’d love to share our experiences and best practice with you.
Published by Jasmine