Delivering on the promise of the employee value proposition is paramount to a remarkable employee experience.

When you think back to your very first day at the company you’re working for… what was it that drew you there?

Was it the salary and benefits? Was it career development prospects? Or was it about being a part of an organisation that’s pursuing a meaningful purpose?

And as you sit back and reflect on your day one, would you say that your experience is living up to those expectations? Are you experiencing the ‘promise’, as you’d imagined it?

I hope so!

But as a hunch, I’d say maybe not?

To be fair, it’s no mean feat for a company to deliver on its employee value proposition, every day, in every moment, for an employee’s entire career. It means being committed to weaving the EVP — ‘the promise’ — through every touchpoint of the employee lifecycle. But ultimately, this is what elevates or breaks people’s overall experience.

You promised me this.
I experienced that.

If the two align, you have yourself the makings of an exceptional employee experience.

This is why it’s exciting to be the architects behind the moments that matter most to employees — designing an EVP strategy that goes beyond a tagline and is experienced long after onboarding and induction.

In any employee lifecycle there are just so many opportunities to surprise and delight employees, and to transform the mundane moments into the truly memorable.

How do we do it at Everyday Massive?

01 — Discover

Gather a cross-functional team, including Marketing for alignment with the external brand, to bring a broad spectrum of insights (also ensure diversity of age, geography and tenure).
Collect data and insights to inform the development of the employer brand.

02 — Synthesise

Synthesise and theme data from the Discovery phase to build an employer brand scaffold, which forms the basis of the EVP messaging.

03 — Craft

Document the employee lifecycle (if one doesn’t already exist), calling out all of the tangible touchpoint that matter most.
Craft an EVP statement that reflects the themes from the Synthesise phase, and develop a set of EVP pillars that map to the company’s brand attributes, as well as the employee lifecycle.

04 — Test

Get the cross-functional group back together to test the EVP strategy and messaging. This is fun. Especially when we get the ‘you just gave me goosebumps’ reaction after we’ve shared our thinking.

06 — Launch & measure

Launch!
Keep a measure on the success metrics, and refine the strategy as needed.
Celebrate success (often involves a well-earned Ink Gin or two).

05 — Integrate

Carefully design (or redesign) the employee lifecycle touchpoints to align with the EVP — so that employees ‘experience’ what the company promises.
Design the EVP communication strategy and launch campaign.

A well designed EVP is the secret weapon when it comes to finding and retaining the best people — it’s what draws someone to a company, inspires them to do their best work, and compels them to stay.But more than that, a well designed EVP delivers on the promise you make people in exchange for their skills, capabilities and contribution, in making your company great. It’s what sits at the heart of a great employee experience.

EVP need a refresh? Looking to integrate it throughout your employee lifecycle? We’d love to help.

EXPERIENCE<br>VERSUS<br>EXPECTATIONS