(this page blank by design)

Your Employer Value Proposition
Your Employer Value Proposition (EVP) is a clear, compelling story describing why people work for your organization. A well-defined EVP:

Engages existing staff members

Differentiates you for your competitors

Causes candidates to self-select in or out
Your EVP is essential to the tri-branding of your organization. Tri-branding is defined as the enthusiastic promotion of your organization or product. Experts at tri-branding are companies like Southwest Airlines, BMW, and Apple. Tri-branding is achieved through:

Promotion by people in the organization (a clear and compelling EVP)

Product recognition, quality, and reputation

Third party promotion (customers, vendors, suppliers)
© The Employee Engagement Group
All Rights Reserved
3 - 1
Session 3
Employer Value Proposition

Step 1: Mission (or Purpose)
Definition of Mission or Purpose:
Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its vision. For example, a charity might have a mission statement as
"providing jobs for the homeless and unemployed".
Examples include:
- 3M: "Our purpose is to solve unsolved problems innovatively
- Merck: "Our purpose is to preserve and improve human life."
- Disney: "Our purpose is to make people happy."
Key Questions to ask:
1. Why do we exist as an organization?
2. In 100 years, what do we want to be remembered for.
3. How are we different than our competitor
4. What is the one thing we do as an organization that everyone admires
What is your Mission or Purpose?
© The Employee Engagement Group
All Rights Reserved
3 - 2 Session 3
Employer Value Proposition

Step 2: Define your Vision
Definition of Vision:
Your vision will outline what your organization wants to be, or how it wants the world in which it operates to be (an "idealized" view of the world). It is a long-term view and concentrates on the future.
It can be emotive, and is a source of inspiration. For example, a charity working with the poor might have a vision statement which reads "A World without Poverty."
Your vision should be:
Imaginable, Energizing, Feasible, yet Bold, Focused, Flexible, Easy to communicate and remember
“A vision is a picture of the future that captures the imagination of others and
inspires them to follow - Walt Disney
What is your Vision?
© The Employee Engagement Group
All Rights Reserved
3 - 3 Session 3
Employer Value Proposition

Step 3: Define your Values
Definition of Values:
Beliefs that are shared among the stakeholders of an organization. Values drive an organization’s culture and priorities and provide a framework in which decisions are made. Ideally, an organization embraces 3-7 values. Consider values your guiding principles.
Examples of Values:
- Southwest airlines – Fun and value
- P&G – Product excellence
- Nordstrom – Service to customer
What are the values of your organization? What is or could be your value statement?
Your Value Statement
© The Employee Engagement Group
All Rights Reserved
3 - 4 Session 3
Employer Value Proposition

Step 4: Define your Strategy
Define your Strategy:
Strategy – a combination of the ends (goals) for which the firm is striving and the means (policies) by which it is seeking to get there. A strategy is sometimes called a roadmap - which is the path chosen to plow towards the end vision. The most important part of implementing the strategy is ensuring the organization is going in the right direction, which is towards the end vision. A strategy is generally unchanged for 3-5 years, with annual goals and objectives.
Summarize your Strategy:
© The Employee Engagement Group
All Rights Reserved
3 - 5 Session 3
Employer Value Proposition

Step 5: Define your Employer Value Proposition
Definition of Employer Value Proposition (EVP) :
The EVP is a set of associations and offerings provided by an organization in return for the skills, capabilities and experiences an employee brings to the organization. The EVP is an employeecentered approach that is aligned to business strategies. An EVP must be unique, relevant and compelling if it is to act as a key driver of talent attraction, engagement and retention. Why do people work for your firm?
List the behaviors and traits that define your organization, that are consistent with your purpose, vision, and values and will help you reach your strategy:
© The Employee Engagement Group
All Rights Reserved
3 - 6 Session 3
Employer Value Proposition

Your Employer Value Proposition
List the top 5 reasons why people work for your firm? Include both What and Why
1
2
3
4
5
List the top 5 reasons people buy your firm’s services or products:
1
2
3
4
5
Identify the overlap that exists in the above 5 lists. The best EVPs reinforce co-branding between product and employment brand.
Summarize your EVP from the above overlapping areas in a quick, memorable, and captivating way.
Test it using the “Elevator Test” – can you explain to a stranger you meet in an elevator, what you do, why you do it, and why they might want to work for your firm
© The Employee Engagement Group
All Rights Reserved
3 - 7 Session 3
Employer Value Proposition

Purpose / Values / Vision Barometer Action Plan
Using the chart below, place your employees in the appropriate box to help determine actions to help them align with the organization purpose, values, and vision.
© The Employee Engagement Group
All Rights Reserved
3 - 8 Session 3
Employer Value Proposition

Employee Name
Example #1:
X
Purpose / Values / Vision Barometer Action Plan
Position on Chart Actions Plan
 Schedule time to discuss issues with Bob – get his

 input
Discuss mentoring program for Bob with Diane
Identify the training opportunities with Bob –
 what does he think he needs
Create an action plan with Bob – ask Bob to assign dates and deliverables
Example #2:
X
 Make list of areas of concern to discuss with Sue; schedule meeting
 Review organization purpose, values and vision with Sue – discuss where she’s not meeting expectations
 Create transition plan – actions needed to improve or next steps to leave the organization
© The Employee Engagement Group
All Rights Reserved
3 - 9 Session 3
Employer Value Proposition

Social Media
How do you use these social media tools?
Facebook Twitter
LinkedIn YouTube
© The Employee Engagement Group
All Rights Reserved
3 - 10 Session 3
Employer Value Proposition

© The Employee Engagement Group
All Rights Reserved
Session 3

This page intentionally left blank
© The Employee Engagement Group
All Rights Reserved
Session 3

Engagement Action Plan
This action plan involves two of the four required assignments in the workshop. Be sure to complete and turn this document in (either hard copy or by sending as a .pdf via e-mail) on or before Session 4.
1.
Meet with members of your Leadership Team and share the results from your flip chart:

Discuss tweaks, improvements, and other discoveries

Use the space below to note the results of your discussion, what was discussed and any changes that might be considered
2.
Part 1 - Create a task team to make a branding video that describes your EVP. Below, list your task team members and outline the key components of your video. The information below should be turned in at the next session.
Task team members Video outline
Part 2 – Create a 1 – 2 minute (or longer) branding video that describes your EVP:

Who your organization is

Why someone would want to work in your organization

The benefits and features of working in your organization
Be prepared to share your video with the group (or at least your workshop facilitators) during or before Session 9.
© The Employee Engagement Group All Rights Reserved 1 Session 3 Action Plan
Use additional pages if needed
Please finish all sections, copy and send or give to the facilitator by Session 4

Engagement Action Plan (continued)
3.
Rate yourself and your company on your social media usage by sharing numbers of followers and activities
Twitter
Facebook
LinkedIn
YouTube
Personal
How many followers do you have?
How many do you follow?
How often do you send Tweets?
How often do you check your account?
How could you and your company use Twitter more effectively?
How many friends do you have?
How often do you access your account?
How often do you post to your account?
How could you and your company use Facebook more effectively?
How many contacts do you have?
How often do you post information?
How many groups do you belong to?
How often do you update your profile?
How could you use LinkedIn more effectively?
Do you have an account / channel?
How often do you post new videos?
How many videos do you have posted?
How could you use YouTube more effectively?
Your company
Other Do you have an account / channel?
How often do you post new videos?
How many videos do you have posted?
How could you use YouTube more effectively?
© The Employee Engagement Group All Rights Reserved 2 Session 3 Action Plan
Use additional pages if needed
Please finish all sections, copy and send or give to the facilitator by Session 4

Engagement Action Plan (continued)
4.
Rate at least 3 employees using the Purpose/Values/Vision Barometer and create an action plan to help each make improvements
Employee Name
Example #1:
Position on Chart
X
Actions Plan
 Schedule time to discuss issues with Bob – get his input
 Discuss mentoring program for Bob with Diane
 Identify the training opportunities with Bob – what does he think he needs
 Create an action plan with Bob – ask Bob to assign dates and deliverables
© The Employee Engagement Group All Rights Reserved 3 Session 3 Action Plan
Use additional pages if needed
Please finish all sections, copy and send or give to the facilitator by Session 4

© The Employee Engagement Group All Rights Reserved 2 Session 3 Action Plan
Use additional pages if needed
Please finish all sections, copy and send or give to the facilitator by Session 4

Session 4 Pre-work
1.
Innovation is taking a current product, process, or service and making it better. Based on that definition:

Look at products and services that you use on a daily basis – what are 2 – 3 innovations that you’ve seen in products you use? How have these products and services been improved?

What are 2 - 3 innovations that have occurred inside your organization and/or industry?
© The Employee Engagement Group All Rights Reserved 1 Session 4 Pre-work
Use additional pages if needed
Please complete as much as possible and be prepared to discuss during Session 4

Session 4 Pre-work (continued)
2.
Think about what changes you’ve been part of:
Change
Personal change
What went well? What would you do differently?
Organizational change that you delivered
Organizational change that you received
© The Employee Engagement Group All Rights Reserved 2 Session 4 Pre-work
Use additional pages if needed
Please complete as much as possible and be prepared to discuss during Session 4