Article 02 : Attract the best with a Great Employee Value Proposition (EVP) and an EVP relationship through employer branding.

 There should be a motive to choose an organization where top talents can join and contribute their unique skills, experience, goodwill, and commitment to the company’s growth. The Employee Value Proposition (EVP) represents the balance of rewards and benefits employees receive in exchange for their performance at work.

An employee value proposition (EVP) is a comprehensive set of benefits that a company offers to its staff members, benefiting both parties. EVP would provide a dynamic and cooperative work environment, an opportunity for professional growth, a full range of bonuses and incentives, promotions, and a positive work culture where team members feel appreciated and encouraged. Rounak and Misra (2020) stated that the Employee Value Proposition (EVP) evaluates how employees see the organization's cultural, work, inspiring, developmental, environmental, and economic values. The higher the score, the better the offer. These principles include more than simply financial gains and incentives; they also cover the whole relationship between an employee and their employer. Numerous academics have examined the idea of employee value proposition to determine its numerous EVPs 


Source: (Next Technology Professionals, 2022)


Connection between Employer Branding & Employee Value Proposition

Source : (Googleapis.com, 2025)

Employer branding enables an organization to retain existing employees and attract new talent to the company. However, to maintain a positive image and reputation, a firm must possess qualities that other businesses often lack. Employee value propositions refer to the specific characteristics that set them apart from other firms. The Employee Value Proposition (EVP) is a strategy implemented by an organization to attract and retain top talent. Companies utilize EVP to attract employees who want to stay with the firm and to motivate potential employees to apply and join. (Yossy Eka Pradita, Setyanti and Mufidah, 2024)

Employer branding is essential, as it embodies an organization's core values, aiding in the attraction and retention of top talent. A robust employer brand not only encourages informal growth but also enhances customer service, thereby maximizing the value derived from an organization's resources. Employee Value Propositions (EVPs) serve as key instruments for organizations to articulate their values and attract talent, driving business growth. EVPs represent strategies that provide employees with equitable rewards and benefits tied to their performance in the workplace. They arise from organizational activities and practices, emphasizing the unique, engaging, and exceptional nature of the work environment. (Pawar, 2016)


Examples of the connection between Employer Branding and Employee Value Proposition (EVP) in Sri Lanka and globally:

Sri Lanka:

1.      John Keells Holdings (JKH)

o    Employer Branding: JKH is a well-established organization with a strong corporate culture and a Commitment to developing leadership skills initiatives. (www.linkedin.com, n.d.)

o    EVP Elements: Provides career advancement opportunities, training programs, and wellness initiatives to attract and retain talent.

2.      MAS Holdings

o    Employer Branding: MAS Holdings positions itself as an innovative and sustainable leader in the apparel industry. (Borneman, 2022)

o    EVP Elements: emphasizes employee empowerment, sustainability, and inclusivity in the workplace.

3.      Dialog Axiata

o    Employer Branding: Dialog recognized as one of the best workplaces in Sri Lanka. (Dialog Axiata PLC, 2020)

o    EVP Elements: Offers cutting-edge technology, career growth opportunities, and work-life balance programs.

 

Global Examples:

1.      Google

o    Employer Branding: Promoted as a leading, innovative, and employee-focused workplace. (Nevins, 2024)

o    EVP Elements: Offers high salaries, creative freedom, wellness programs, and flexible work options.

2.      Unilever

o    Employer Branding: Emphasizes sustainability, innovation, and leadership development.  (Unilever, 2023)

o    EVP Elements: Provides leadership training, purpose-driven work, and diverse career growth opportunities.

3.      Airbnb

o    Employer Branding: Promotes flexibility and global reach collaboration.  (Anon, n.d.)

o    EVP Elements: Introduced the "Live and Work Anywhere" policy to attract remote workers.



·   Key Elements of a Strong Employee Value Proposition (EVP) and Their Impact on Talent Retention

·    

Leadership

Employees derive personal benefits from the relationship they have with their leader.

Rewards

Employees derive personal benefits, including satisfaction and comfort, from the company when it provides superior rewards in both tangible and intangible forms.

Performance Evaluation

Employees derive personal benefits from performance evaluations that are conducted fairly, based on individual or team performance.

Company

Employees gain personal benefits from the way other people outside the company admire the company and its reputation

Jobs

Employees gain personal benefits in the form of satisfaction and comfort from the company when the company provides interesting work, job design and job rotation that suit the employee's desires, abilities, and skills.

 

Reference List

  •          Anon, (n.d.). Workations In Action: Airbnb’s Live and Work Anywhere Policy. [online] Available at: https://www.linkedin.com/pulse/workations-action-deep-dive-airbnb-wfa-policy-john-lee-njaff
  •          Borneman, J. (2022). EDANA FiltrexTM. [online] Textileworld.com. Available at: https://www.textileworld.com/textile-world/knitting-apparel/2022/02/mas-holdings-announces-company-wide-sustainability-strategy-plan-for-change/?utm_source=chatgpt.com [Accessed 22 Mar. 2025].
  •          Dialog Axiata PLC. (2020). Dialog Business Services Certified as a ‘Great Workplace’. [online] Available at: https://www.dialog.lk/news/Dialog-Business-Services-Certified-as-a-Great-Workplace?language=ta&utm_source=chatgpt.com [Accessed 22 Mar. 2025].
  •          Nevins, A. (2024). Google’s Company Culture: Unveiling Organizational Values - Culture Partners. [online] Culture Partners. Available at: https://culturepartners.com/insights/googles-company-culture-unveiling-organizational-values/?utm_source=chatgpt.com.
  •         Next Technology Professionals (2022). EVP (Employee Value Proposition) - what is it and what are its benefits? [online] Next Technology. Available at: https://nexttechnology.io/evp-employee-value-proposition-what-is-it-and-what-are-its-benefits/
  •         Pawar, A. (2016). Leveraging the Employer Brand Strategy with Employee Value Proposition. [online] Available at: https://www.researchgate.net/publication/339956153_Leveraging_the_Employer_Brand_Strategy_with_Employee_Value_Proposit
  •          Rounak, S. and Misra, R.K. (2020). Employee value proposition: an analysis of organizational factors – the way to enhance value perception. Development and Learning in Organizations: An International Journal, 34(6). doi:https://doi.org/10.1108/dlo-09-2019-0216.
  •          Unilever (2023). Careers. [online] Unilever global company website. Available at: https://www.unilever.com/careers/.
  •          www.linkedin.com. (n.d.). Talent Management at John Keells Holdings PLC. [online] Available at: https://www.linkedin.com/pulse/talent-management-john-keells-holdings-plc-shameel-hassimdeen-6nnpf/.
  •         Yossy Eka Pradita, Setyanti, H. and Mufidah, A. (2024). The Influence of Employer Branding and Employee Value Proposition on Employee Retention with Employee Engagement as Mediation. International journal of scientific research and management, 12(05), pp.6449–6463. doi:https://doi.org/10.18535/ijsrm/v12i05.em15.

Comments

  1. Kavindi RanaweeraApril 1, 2025 at 8:44 AM

    Employer branding is crucial as it reflects an organization’s core values, helping attract and retain top talent as you have stated in your article. Employee Value Propositions (EVPs) are key in conveying these values, offering employees fair rewards and benefits based on their performance. EVPs emerge from organizational practices, highlighting the unique and exceptional qualities of the work environment as you have stated! Well demonstrated article!

    ReplyDelete
  2. Sanja De SilvaApril 3, 2025 at 12:14 PM

    Insightful breakdown of Employee Value Proposition (EVP). It's clear that a strong EVP goes beyond financial benefits, fostering a supportive and growth-oriented environment for employees. Rounak and Misra's perspective on evaluating organizational values adds depth to the concept, emphasizing the importance of aligning cultural and developmental aspects. A well crafted EVP..!

    ReplyDelete
  3. Senuri's HR InsightsApril 5, 2025 at 8:49 AM

    Hi Anya,
    This is an interesting article that helped me to learn about EVP and how it is linked to employer branding. I totally agree with you that having both EVP and employer branding in an effective manner, organizations will be able to attract top talented employees very easily.

    ReplyDelete

Post a Comment

Popular posts from this blog

Article 01 - Employer Branding – Understanding the depth and why it’s importance to the Organization

Image
  Article One Employer Branding – Understanding the depth and why it’s importance to the Organization   Describe "Employer Branding." A systematic approach to attracting and retaining top talent from the fiercely competitive labor market and creating a positive work environment, employer branding primarily reflects the company's reputation. According to Lybrand and Dewar (2023), managing the company's individual cultural features to attract candidates is known as employer branding. When the organization's goal is to be a great place to work, part of that involves improving the hiring process, enhancing employee engagement, and promoting retention, as well as committing to employee benefits and maintaining a high-quality work environment for employees. One significant approach used by organizations to attract and retain talent is employer branding. Ensuring existing and potential workers understand the company's value proposition and promoting their loyalty ...
Read more

Article 03 - Employee Experience as the Heart of Employee Branding

Image
Employee Experience = Employer Branding & Company Culture Source by : Olah, (2023) Kulkarni and Mohanty, (2024) indicated that the employee experience is shaped by the three workplace environments: physical environments, technological environments, and social environments. Internal Employer brand is the corporate reputation of the organization, communicated through different messages and actual workplace experience of the employees. Employee experience is sum of perceptions of employee across the journey with the employer. The employee experience should fulfil employee expectations as communicated by the employer brand. The alignment of employee experience and internal employer brand is essential for attracting and retaining of the talent. A strong alignment between these two elements acts as a competitive advantage in the talent market. This study is aimed at understanding impact of the employee experience on internal employer brand and consequences of internal employer brand on...
Read more