EVP

Employee Value Proposition (EVP)

It’s all that a company offers as an employer, in exchange for the skills and experience of its employees, current and potential. Encompassing an organization’s mission, values, culture, it gives employees a powerful reason to work

At Create Think Tank, we are passionate about empowering leaders like you to shape a workplace where everyone thrives.

An employee experience that people LOVE

Get the employee engagement, performance and development tools and insights you need to build a category-defining culture.

Don’t crunch the numbers – CONNECT the dots

Engagement. Development. Performance. Retention. They're vital to business, but spreadsheets won't tell you the full story. Ready to go deeper?

Collect data, understand insights, and take action

Explore how we enable organisations maintain a growth mindset, and mesh sentiment with science. Because we believe when more people connect with culture, we all move closer to a better world of work.

Situation

Talent attraction and retention challenges exist for all organizations, whether onsite, remote, or hybrid.
Only 5% of organizations have implemented an up-to-date employee value proposition (EVP) that highlights an accurate employee experience and includes the ways in which the organization has adapted to recent environmental pressures (2022 HR Trends Report, n=295)..

Complication

Human Resources (HR) departments already strapped for time spend the majority of their attention on other HR activities rather than the EVP (2022 HR Trends Report, n=405).
When creating an EVP, organizations often forget about the employee voice and engagement, neglect to look at competitors, and confuse it with employer branding, which leads to inaccurate, misaligned, and undifferentiated EVPs.

Solution

Create a realistic and compelling EVP by using the employee voice to uncover the lived experience and the organizational offerings that employees highly value.
Highlight the organization’s unique features in the EVP to differentiate from competitors, allow potential and current employees to assess fit, and support recruitment and retention efforts.
Fully integrate and sustain the EVP through strong communication partnerships across the organization that reach both internally and externally.

A Strong Employee Value Proposition (EVP) supports key organizational needs

Attracts Talent

Organizations with effective EVPs are less likely to have challenges with attraction and retention of essential employee segments (Willis Towers Watson, 2021).

Recruiting efficiency (Increase)

Engagement

Organizations with strong EVPs are more likely to have high employee engagement (Willis Towers Watson, 2021).

Performance (Increase)

Retention (Increase)

Productivity (Increase)

Retention

Voluntary turnover is lower at organizations with strong EVPs (Willis Towers Watson, 2021).

Turnover costs (Decrease)

Recruitment costs (Decrease)

A strong EVP resonates both internally and externally

Internal Perspective

These characteristics help to retain new and existing talent by ensuring that new hires’ expectations are met, and that the EVP is experienced throughout the organization.

Retain

Aligned: In line with the organization’s purpose, vision, values, programs, and processes

Accurate: Captures the true employee experience.

Aspirational: Includes aspects of the culture and organization that are being actively worked towards.

Attract

Compelling: Emphasizes the value created for employees and is a strong motivator to join the organization.

Clear: Straightforward, simple, and easy to understand.

Comprehensive: Provides enough information to outline the true employee experience and to allow candidates to self-assess if they are a good fit.

The four-step approach to uncover, define, and implement a strong EVP

Testimonials

“The CTT EVP program is logical, well-designed, structured and easy to follow. It provided a practical process with templates and clear guidelines for every step of the EVP development process. From project team setup, stakeholder engagement to research, analysis, reporting and developing the creative brief, one of the biggest benefits was that they had done all the thinking. They were always one step ahead, saving us a lot of time!”
Faiza Savul, Director HR - Head of Center of Expertise at global utility company
“My interactions with CTT have been exemplary. They quickly understood our business and asked insightful questions to help create, validate and execute our way forward. They are helpful and knowledgeable. I found myself completely trusting their suggestions/input really quickly”
Naveed Asghar, CEO, GroupM
“A strong Employer Value Proposition is fundamental to attracting and retaining good talent. Having worked very closely with Create Think Tank, CTT, we were able to develop a strong and differentiated positioning for our employer brand, helping us win the coveted “Employer of the Year” award. I valued their expertise and laser focused approach – which delivers results. I highly recommend CTT as HR transformation experts.”
Fariha Salahuddin SVP, CHRO AMESA, PepsiCo, Dubai, UAE
‘There were refreshingly few marketing buzz words and a lot of insights. A very good partnership internally - stepping away from the traditionally heavily cognitive and cerebral process of positioning & identity and entering the world of creative and focused experimentation. And - as a welcome side effect you get a real understanding of your colleagues.’
Avid Energy, UK
‘If this had been pro-actively proposed by our normal communications agency, we would all have hailed it as genius. This could be the kind of session that transforms a “good” rating to an “excellent” rating for agency appraisals at the end of the year.’
Unilever, UK - VP
‘Really interesting and a different perspective/approach to understanding organizations better! Whether it’s to re-evaluate your employer brand position or discover the best space for it, the approach makes the experience insightful and engaging! The thinking is grounded in robust theories, which helps guide your brand to its most effective position based on what you want that brand to achieve!’
Henkel, UK - Director

Scientifically proven programs backed by tech-driven research methods rooted in disciplines of human psyche, organizational culture, and a dynamic external culture.

Start Your HR Transformation Journey

Research and analytics
Employee engagement survey | Focus groups | Internal data analysis | Employee segmentation analysis | People's analytics | Competitor analysis | Employee profile creation
Strategy
Tailored EVP statements | Differentiation of EVP statements | Alignment with HR policies | Stakeholder feedback | Communication plans
Monitoring and evaluation
Goals and Key Performance Metrics Identification | Timelines for EVP audits | Sustainability plans

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EVP Experts

Umar Alam

Chief Executive Officer

Founder of CTT, Umar has more than 16 years’ experience of working in global and regional roles with Unilever, BAT, and Coca Cola.

20 years of experience in senior management roles in MNCs (Unilever, L'Oréal) & local organizations. Mona specializes in the fields of leadership, strategic brand development, business management, and entrepreneurship.

Simon Thong

Consultant

25 years of experience leading multiple brands in Unilever and Nestle, Simon is a truly global resource, having lived and worked in all continents.

FAQ'S

Can I send the survey to employees who don't have a corporate email address?

Yes. Survey can be accessed in a variety of ways.

Is the data secure and protected?

We never buy or sell data and will always work with you to ensure your data is secure.

How do you measure engagement?

Our engagement survey asks questions across a combination of organizational job and individual driver categories to get a full measure of employee engagement levels.

What is your average survey response rate and how do we achieve a good response rate?

Our response rate is 75%. We achieved this average by encouraging and supporting preservative communication strategies, creative problem solving, and automated email reminders.

What does the process look like?

A project management and advisory teams are there to help you from start to finish. A typical engagement survey project follows a workflow that covers everything from defining the strategy to implementing action plans from the results.

What support is available?

You will be assigned a dedicated project coordinator and adviser to guide you every step of the way support is guaranteed Monday to Friday 8 AM to 5 PM. However, we do our best to respond to urgent inquiries outside of these hours.

Can I view results by different data cuts?

Your project support team will work with you to define the most important demographics you need to report on such as location, department, leadership level country and so on.

Can leaders view the results of their area?

If the appropriate demographics are provided, leaders can view their area results. Work with your project manager to ensure you are tracking the information you need.

Can we send the survey in languages other than English?

The survey can be customized to accommodate languages.

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