Julie Randall, head of employer brand strategy and talent experience at Ph. Creative, explores how to craft an employee value proposition that truly differentiates a brand.

Crafting a unique employee value proposition (EVP) that resonates deeply with your talent audience isn't just about coming up with catchy slogans or listing generic perks. It's about uncovering the emotional truth at the core of your organisation's culture—what truly drives people to thrive and what sets your company apart from competitors. Whether you’re starting from scratch or refreshing an existing EVP, the goal is the same: to ensure your EVP reflects the authentic, sometimes raw, realities of working at your organisation.

At Ph. Creative, we always say, "Data tells us what, but people tell us why." When it comes to crafting an EVP, this principle is crucial. Developing a unique and impactful EVP requires digging deep into the emotional truths of your workplace. This means moving beyond surface-level claims about teamwork, passion, or integrity—buzzwords that, frankly, every company could use. Instead, you need to explore what really makes your organisation tick.

Start by asking tough, revealing questions. For instance, don’t just ask employees if they enjoy personal development opportunities—ask why those opportunities matter, how they’ve made a difference, and what the cost has been. You need to uncover the vulnerabilities, the harsh realities, and the true behaviors that define your workplace. As I always say, "It’s your specific brand of ‘difficult’ that makes you different." Without embracing these challenges, your EVP risks being as generic as the next company’s.

Even the most carefully crafted EVP needs to evolve. So, how do you know when it’s time for a refresh? The triggers can vary, but common signals include shifts in leadership, large structural changes, shift in brand promise or reputation, or a decline in employee engagement or retention rates. It’s essential to continuously measure the performance and resilience of your EVP against the current business environment and your strategic business goals.

Is your EVP still relevant in today’s competitive talent market? Does it resonate with the consumer trends influencing your workforce and your customers? If not, it’s time to act. The key is to be agile. Think of your EVP as a flywheel—different elements can be adjusted without overhauling the entire system. By focusing on the most pressing areas, such as updating persona definitions or re-emphasising core aspects like flexibility, you can refresh your EVP in a way that maximises impact without unnecessary strain on resources.

In today’s crowded talent market, standing out requires more than just a well-designed EVP—it demands a proposition that genuinely differentiates your brand. This is where the ‘give and get’ methodology becomes invaluable, it is a two-way value exchange between employer and employee. To attract and retain top talent, organisations must be clear about what they offer (the ‘give’) and what they expect in return (the ‘get’). Your EVP should be a smart filter that compels the right candidates while repelling those who wouldn’t thrive in your particular environment.

Ask yourself: is your EVP different from your competitors? Is it memorable and relevant to your target audience? If your gut tells you something is off, it probably is. Don’t settle for an EVP that sounds like everyone else’s. Push yourself to go deeper, to reveal the unique stories and experiences that only your organisation can offer.

Whether you're crafting your EVP from the ground up or refreshing an existing one, the process requires honesty, introspection, and a willingness to embrace the challenges that come with it. By uncovering the emotional truth of your organisation and staying vigilant for signs of needed change, you can create an EVP that not only attracts top talent but also galvanises your existing workforce. Remember, the goal isn’t just to survive—it’s to thrive, by authentically representing who you are and what you stand for.