Employer Brand & Employee Value Proposition

Employer Brand & Employee Value Proposition

What is it and why is it important?


Employer brand

Your employer brand is the sum of all parts, including your employer brand positioning, EVP and proof points, as well as the culture and employee experience, segment employee value propositions and experiences. Every experience matters and either adds value to or detracts from your employer brand and your reputation as an employer. 

Employer brand positioning 

Your employer brand positioning is how you are positioned within the market to attract, retain and engage employees. It’s how you stand apart from competitors in a way that is relevant and compelling to current and future employees across the organisation.

In some organisations, the employer brand positioning is the same as the corporate brand positioning:

  • Airbnb “Belong anywhere”  

In other organisations, the employer brand supports the corporate brand:

  • Nike “Move the world” 

In both cases, your employer brand positioning serves as a rally call to drive behaviour of employees to deliver the business and brand strategy.  These two examples are aspirational and tap into motivations of their target audiences.

Think of them like this:

  •         Airbnb is a great place to work because you have the opportunity to “belong anywhere”.  
  •         Nike is a great place to work because you have the opportunity to “move the world”

Employee value proposition

Whilst some organisations interchange the use of “employer brand” and “employee value proposition” (or EVP), we define the EVP as the key attributes that are of value to employees. The EVP is accompanied by proof points which detail the two-way relationship between the employee and organisation, what the employee gets and what the organisation expects the employee to give in return.

After developing employee segmentation, employee value propositions are developed for each segment or cohort, along with the employee experience.

  • In their EVP, Nike surfaces the attributes of diversity and inclusion, realising full potential, empowerment, embrace different perspectives, collaboration and innovation.
  • The EVP specific to Retail employees focuses on creativity, ambition, the opportunity to grow with world-class teammates and delivering immersive experiences to consumers. 

How we go about it

This is high level and a detailed approach will be designed specific to your organisation’s needs. 

  1. Understand the people strategy and the type of people required to deliver the business strategy. Usually a skills / talent needs analysis would have been developed against the future business strategy and gaps identified vs current employee data to input into this project up front. 
  2. Define the business problem and objectives.
  3. Conduct research to understand the problem, insights and trends about workplace culture and employees, the category and competitors, company, existing employer brand and corporate/customer brand/s, market mapping to identify the positioning opportunity for the employer brand.
  4. Employee segmentation to identify key segments, their values, needs and unmet needs/pain points, what motivates them to join, stay and thrive.
  5. Develop employer brand vision and values, translate values to behaviours
  6. Develop employee value proposition and proof, brand positioning and narrative
  7. Create an organising idea and stress test it across the employee experience 

Our experience in this area
Our Managing Director, Rachel Bevans, has been working in employer brand since its inception about 15 years ago, and completed a Certificate in Employer Brand Leadership in 2016. 

This includes client-side experience for Westpac, consulting for WSP Engineering (Radley Yeldar), Mars European Regional Sugar Team (Dragon), Western Pacific Financial Planning and Metro Trains (McCann).

Over the last nine years, we’ve helped TAFE NSW Riverina, SUMO Salad, CareFlight and Australian Fitness Network; Norton Rose Fulbright, Xenith IP, Herbert Smith Freehills, NSW Department of FACS and Geoscience Australia (with Folk); and another professional services firm (to be launched). 

How can we help you?

You can download a copy of a strategy brief here: THBC STRATEGY BRIEF

Contact Us

Please contact us to discuss further what we can do for you.

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