6 Ways EVPs Are Evolving This Year

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A solid EVP document can answer all why’s, what’s and how’s about an Employer Brand. But asking the right question is equally important. Let’s talk about the ways EVPs are evolving in 2022.

Here’s what companies should focus on, in 2022:

  1. Looking at what makes a real difference

A brand’s message needs to be memorable as well as unique. EVPs are experiencing a similar trend. It is true that having a rewarding career, working with interesting people, and having a purpose in your work are all significant offerings but they aren’t distinctive enough to make a compelling tale for an EVP.

More personal and current employee value proposition themes have emerged this year. Some of them are: wellness, work-life balance, ally ship/belonging, remote/work from anywhere programs, CSR, or innovation empowerment, etc.

  1. Making the transition from business to conversational language

In the “Why Join Us” section of a firm’s recruitment website, candidates respond better to genuine, human EVP speech that focuses less on what “We Offer” and more on what “You Will Experience/Get” when they join the company.

To better connect with people, this type of communication is adopted. Additionally, the tone of voice is shifting away from corporate language and moving towards an engaging interaction directly with talent about what they can anticipate seeing and doing in the workplace. This is a significant move.

  1. Backing up your promises with facts

EVPs are increasingly being accompanied by information on the organization’s programs, which substantiate each of its pillars and promise. The EVP pillars are great, but today, job seekers are savvier and have more options than ever before. This is making the emotional connection more difficult to establish.

After creating the EVP, the best employer brands establish the best programs in the market to further enhance and validate each pillar. An outline of programs such as memberships at a local gym or a wellness coach or a personal time-off program should be included in the EVP pillar to show that the pillar is more than just words.

  1. Regional and role-specific EVPs

When it comes to EVP development, most companies go a step further by focusing on certain regions and roles within their core talent pool. The cornerstone of the employer brand and the culture story cannot be built without a company-wide EVP. It is impossible to disregard the nuances in what matters most to each talent persona.

The appointment plan of action will witness more efficiency and impact if it takes the time to understand and communicate with each core category. EVP segments allow employers to convey more tailored stories and experiences for each of their main talent segments, whether it is on the careers site, the interview process, or in the campaign strategy.

  1. Propositions for a diverse worldview

Employer branding and DEIB strategies often emphasize a Diversity Value Proposition (DVP). This enables a clear statement to talent about the organization’s commitment to an inclusive, egalitarian, and diverse working experience.

It conveys that belonging is a key aspect of the culture plan, not a side project. Job posts and social storytelling platforms benefit greatly from including Diversity Value Propositions to reach a wider and more diverse audience.

  1. EVP for contingent workforces

The gig economy has developed enormously throughout the pandemic, and there are no signs of it slowing down. It’s now a need for companies trying to compete and establish long-term talent models in today’s world.

Organizations are diligent in trying to captivate and keep this group. According to recent data, 73% of Gen Z gig workers actively seek work outside the traditional 9-5 workplace.

While these are some ways that EVPs are evolving this year, this list is by no means exhaustive. And if there’s one thing we have learnt from working through the pandemic, it is that creativity and agility is the name of the game.