As Employer Brand Management becomes ever more important in the attraction, development and retention of talent, so it has become a more complex area that can all to often default to branded ‘expression’ activities focussed around employee benefits and expectations.
Our approach to EVP development is built around the creation of a ‘core thought’ to provide the focal point and direction around which employee benefits and employer expectations gravitate to form the basis of the employment ‘deal’.
If implemented correctly, the development of an informed and authentic EVP creates the 'thread' that links the spectrum of people management activities from recruitment and on-boarding to talent management and retention.
Adopting a research-led approach, our starting point was to work closely with Amey’s Brand, HR, Recruitment and Communications teams to initially undertake a comprehensive insight and research phase.
Using annual survey results, pulse surveys and other data from on-boarding and exit interviews, we conducted an extensive discovery phase. Insights from this data analysis, alongside further interview based qualitative research, enabled us to develop a comprehensive stakeholder and audience map and in-turn create a number of prototype EVPs for testing.