When creating and launching an employee value proposition (EVP), companies often focus on candidates. Employees are usually the last to get the message – if they get it at all. While this is a good tactic to attract the right talent, it can inadvertently damage employee engagement.
Research shows organizations that don't actively engage employees aren’t only missing out on valuable benefits, they also risk losing good people. Employees are your company’s greatest asset. Engagement reminds them why they joined in the first place and helps reduce turnover.
It’s also important for employer branding to consider the employee experience. Effectively activating your EVP internally will:
- Decrease annual employee turnover by 69%
- Increase employee engagement, with new hire commitment growing nearly 30%
- Increase your employer’s overall reputation
In today’s digital world, your employees are constantly told that the grass is greener elsewhere. But you have the home field advantage. Here are six steps to engage employees around your employer brand and EVP:
1. Engage & equip your internal communications team
Provide them with the content needed for their ongoing internal communications around employee value propositions. Create an easy-to-use toolkit with guidelines, as well as images and messaging they should use. Mockup a few examples so it's clear what it should look like in practice. Encourage them to conduct employee communication surveys for deeper insights.
2. Take it on the road
Create a roadshow that key leaders and HR Business Partners can take and share with employees – whether they’re in the office or remote. Check the calendar for upcoming all-company events or town halls. Your CEO and other senior leadership can use this content to energize team members.
3. Leverage your employee brand champions
This is a quick win. Chances are that your existing employee brand champions are anxious for fresh material. The above-mentioned toolkit and roadshow can easily be adapted into talking points and assets.
4. Update your career website
When you elevate your career website to include rich content that's relevant to your employees – content they can be proud of – they’ll often come back to visit the site and proudly share it with their network. The more the content is up-to-date and evergreen, the more they’ll check in to see what’s new and exciting.
5. Be more social
Social media platforms are the perfect space to inform and engage your employees with rich EVP content. Create posts that encourage comments, likes and shares. Feature your employees and their stories. They’ll feel the love and their network will see that your company truly values its people. Engaging on social media will boost chances that people will explore opportunities to join your company.
6. Use the latest technology
There are countless tools available to support employee-generated content. SoAmpli, for example, curates employee-generated content that can easily be posted on your website and social channels. Employees are your most credible and effective advocates so encourage them to share their experiences at the organization.
Activating your employee value proposition across your organization is a process. It won’t happen overnight. A good first step is to plan and take it step by step. Ultimately, make sure to have consistent messaging across all your channels for an optimal user experience. You’ll be winning over hearts and minds in no time. After all, your employees are your greatest asset!
About the expert
Former Director of Brand Solutions, Cielo
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