I’m over the Employer Value Proposition (EVP).
There, I said it. Send in the troops. Tell me how great your EVP is and how it changes everything for everyone. How it’s a magical mash of words that reflects your team, your values, and every person who works at your company. Unicorn paragraphs make people apply.
Yeah, yeah, yeah.
Don’t get me wrong, I think there’s some value in an EVP. I just think they’re getting way too much credit, especially when the copy for most of them is a cliché fest. No joke, you can look at 30 of the most admired companies in the world and literally write an EVP that summarizes all of them.
The amazing Melissa did that for us, actually, and here’s what she found:
Over a third of the companies analyzed used these words in nearly the same exact way, and all of them think they are “best in class” and “stand out.”
Us, you, with
Yet we’re still talking about the EVP like it’s critical for success – and if you are, you’re giving that paragraph way too much credit.
You’re spending too much time and money worrying about how you phrase “collaborative environment” and sound like everyone else.
Why? My friend Ben Gledhill said it best:
“An EVP to most is simply getting paid on time & being safe. That is today’s working reality.”
Let’s get real about one thing: if you’re sitting in some cushy, six-figure job with benefits and perks, you are living a really privileged life. Most people don’t have the choice to work from home or call in sick. Most people (in the United States, at least) are one healthcare crisis away from going bankrupt.
And there you are spending three weeks in a conference room to write a paragraph that’s going to tell me about your collaborative, inspired approach to creating impact.
Katrina Kibben is the Founder and Principal Consultant of Three Ears Media. For most of Katrina’s career, she has been a marketer living in a recruiter’s world – listening to both sides of the talent equation to understand the real issues and find solutions for engaging and hiring better people. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver content that fuels smart recruitment marketing that makes the right people apply.
Katrina has written for Monster.com, HR.com, RecruitingDaily and many other digital publications. She is a recognized leader in recruiting and employer branding who speaks regularly at conferences around the world.