A problem with Traditional EVPs Your EVP should be what sets you apart from your competitors. It’s the reality of what you are, placed in terms that your audience will respond to, expressed in a way that your competitors are not. It needs to be pretty bold. However… EVPs often fail to deliver. Not due to a lack of effort or engagement, but because the process takes you down a path of insight/scrutinise/launch. That scrutiny in traditional EVP - an “all-up testing” approach - means there is a...

For a lot of my working career, speed has been the priority. There’s been a need to react, to deliver, to make sure this lands in Q2, to make sure the invoice is sent this month. All of those remain valid priorities. But when everything you do must be done at pace, it drives a certain set of behaviours. The measure – how quick the work is completed – becomes a target. Once the target is set, that’s the priority. Quality, completeness of considerations, stretching beyond the stated remits of...

Too often, EVP is mistaken for a branding exercise — a catchy phrase or a benefits list. But when done right, it’s far more powerful: a strategic tool that helps solve people problems before they become business problems. Whether you’re an instinctive advocate or a sceptic, it’s time to reframe EVP as the engine of organisational performance. Finding the Value For some, an Employer Value Proposition, their EVP,  is a very natural concept. It’s instinctively what they would do to enhance their...