Research-led employer value propositions that help people choose you, join you and stay with you.
For HR leaders, employer brand teams, internal comms teams and agencies who need clearer, sharper, more credible employer messaging. Built from insight, not guesswork.
Employer Value Proposition Strategy for Attraction, Engagement and Employer Brand
I help organisations define what makes them a distinctive place to work, then turn that insight into messaging that improves hiring, engagement and loyalty.
Your people offer may be strong, but if it is unclear, generic or disconnected, candidates and employees will not feel the reason why they should commit to you.
Services:
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Attract talent: EVP and employer brand messaging for hiring.
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Engage employees: clearer internal messaging and employee experience alignment.
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Listen better: research and listening for leaders.
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Support agencies: senior EVP strategy and research partnership.
Why Reason Why:
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Research-driven
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Clear, simple strategy and messaging.
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Built for both external attraction and internal belief.
Build a clearer EVP
Free Resources
Check out some of our research and thinking that will help clarify and improve your EVP.
EVP Maturity Assessment
Assess how mature your EVP is across important dimensions, with practical advice on next steps
Joy At Work
Read our research on Joy at Work, and what it means to people in the workplace
Purpose at Work
Read our literature review on Purpose at Work - and why you may be thinking about it in the wrong way
Create an Agile EVP
Practical guidance on how to create an agile EVP. How to nail the basics and keep building.
Measurement of Effects
How to meaningingfully measure the impact of your communications - in the terms that matter to your organisation
What is an EVP?
An EVP - Employer Value Proposition - sums up the real experience of working for you and what people can expect, now and in the near future.
It is the foundation for all employer communication, helping to align perception to reality.
It attracts the right people, engages those you have and avoids attracting those who wouldn’t thrive.
If your EVP is doing the things it should do – you have the opportunity to be:
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DISTINCTIVE - you can say things that few other organisations can
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ATTRACTIVE – you are talking in the language and terms your audience/respond to
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REALISTIC – you are being open, honest and authentic, without false promises
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CONSISTENT – you have a structure that means you talk about the same things in similar ways
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STRATEGIC – not just a tactical recruitment tool, you can play a part in brand, people and organisational plans
And the very best EVPs are also:
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AGILE – they adjust fast in a fast-changing world
How do you create an EVP?
It must be based on solid insights. And those insights should be focused on understanding:
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What You Offer
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What Your Audience Wants
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What Your Competitors Offer
With the aim of working to an ideal position where you can speak to your audience needs in a way that the competition don’t.
A lot of the insight will already exist, and much of what you can say about yourself, and how, is also “pre-approved” – there should no need for many rounds of approvals and tweaking.
But there is the need to hear the authentic voice of your people – to understand exactly why they chose and commit to your organisation. To discover the things they find truly distinctive and would not get elsewhere. And as well to find the elements that they compromise on to work for you.
Added together, these source will give you a rich and realistic EVP.
How does EVP improve recruitment and retention?
An EVP helps recruitment by giving people sold reasons to choose you. From the outside, once you’ve established you can do the job, the flexibility works, and that you might enjoy it … most jobs and employers look pretty same-y. an EVP allows to show, to prove, at each stage of the attraction and selection process, that you are different.
An EVP helps recruitment in just the same ways. Too often, employers forget that they need to keep selling their offer to their people, to keep giving them reasons to stay, engage and perform. An EVP helps you understand the topics that matter, and the language to make sure your messaging keeps cutting through.