In a competitive business landscape, the right people can be the driving force for success. By investing in an Employee Value Proposition (EVP) you can attract top talent, and retain loyal employees that are aligned with your purpose and goals.
An EVP is the unique set of benefits and values an organisation offers to employees, encompassing everything from culture to career development, work-life balance and salary packages.
With more people seeking purpose-driven roles, your EVP must resonate with talent who want more than just a salary. A strong EVP helps organisations attract and retain a workforce committed to their mission and values.
As an organisation that regulates and manages long service leave (LSL), our EVP addressed two challenges: to clearly communicate the organisation’s purpose and transform its perception from being solely associated with the mining industry, to fostering an inclusive workplace culture. “It’s your time to shine” seamlessly connects the organisation’s purpose, emphasising the act of giving back time.
A well-articulated EVP does more than help you attract talent–it shows people who you are, and why they should care. By showcasing what makes you unique, you can significantly improve the quality of applicants and retain loyal staff.
Our employee value proposition for Uniti Group – “United we are limitless” – positions them as a dynamic, boundary-pushing workplace where collaboration leads to limitless potential. Internal feedback was overwhelmingly positive, showcasing the power of collaboration for attracting top-tier talent.
When empowered, employees become a strategic advantage. They act as a source for new ideas and perspectives, shape culture, and collaborate to execute the strategy, goals and mission of an organisation.
Employees are also the “face” of your brand through stakeholder engagement and how they speak about their work in everyday life. Their opinions and experiences can help establish a positive external reputation.
Our work with the NSW Public Service Commission sought to attract the best talent, dispel misconceptions and emphasise the importance of their contributions to the community. We developed the original “I Work for NSW” platform which was the foundational EVP establishing a unifying identity across NSW’s highly diverse public sector, setting the tone for values-led attraction and cultural cohesion and based on the strategic territories: Value and Choice.
To attract and retain top talent there are several things to consider:
Our research for ASIC revealed that their purpose and work might be unclear to the market, leading to a need for a stronger employee brand. “Be the change” was a positive, aspirational call-to-arms that invited individuals to become change agents. Our approach showcased the connection between ASIC’s vision and purpose, highlighting the values-driven organisation that resonates strongly with its people.
At The Brand Pool, we help organisations define, develop and deploy compelling and authentic Employee Value Propositions. We believe that organisations that put people at the centre–and emphasise this through their EVP–are best positioned to thrive amongst a competitive market.
Our tailored, structured approach emphasises this, and often includes focus groups or interviews with employees to discover valuable insights which help us define your EVP strategy and positioning.
Read more about our approach to crafting compelling EVP’s here or get in touch with us to create an EVP that works for you.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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