You know how some companies just seem to attract the best and brightest, most passionate talent? And while it might be because they are well-known consumer facing brands we love, in other cases, these organizations have crafted compelling employer value propositions that speak directly to what people really want in a job and company culture. An Employer Value Proposition is like a brand promise that shapes how people view your organization as an employer. And, when done right, it can be a total game-changer for companies seeking to attract the best talent to their organization.
For example, Google realized their EVP had to be about more than just high pay and perks. They focused on appealing to candidates’ desire for meaningful work that makes a difference. Their EVP highlights opportunities to solve important problems and push the boundaries of technology. This helped establish Google as an employer of choice for ambitious, impact-driven candidates.
Other companies found success by tailoring their EVP to their target candidates. When Etsy wanted to attract world-class engineers, they built an EVP around learning and career growth. Their message to candidates is: come build your skills in an environment where you’ll be challenged and supported. This resonated with candidates seeking to stay on the cutting edge of their field.
In this article, we’re shining the spotlight on three companies that knocked it out of the park with their EVPs. These examples cut through the noise to connect with people on an emotional level and sync the Employer Value Proposition with the business in perfect ways.
3 Examples of Employer Value Proposition
1. Southwest Airlines: Free-Spirited, Fun-Loving Underdogs
Southwest Airlines built its brand around being the underdog. From its start, Southwest positioned itself as a scrappy, fun-loving airline for budget-conscious travelers and those seeking adventure.
Quirky, Relatable Marketing
When other airlines started charging for checked bags, Southwest stood out by offering the first two bags for free. They spun it as “Bags Fly Free,” appealing to customers’ wallets and sense of fairness. This move cemented Southwest as the champion of the common traveler.
Employee Empowerment
Southwest gives employees, from baggage handlers to flight attendants, a level of autonomy and trust unmatched in the industry. Employees are encouraged to have fun and be themselves on the job. This results in superior customer service as employees feel personally invested in the experience. The upbeat, whimsical culture where work feels like play has given Southwest a recruiting edge and boosted retention.
By positioning itself as an underdog and champion of the everyday traveler, Southwest Airlines built a brand that inspires passion and loyalty. Their employer value proposition highlights autonomy, fun, and adventure – appealing both to customers and employees. By staying true to these values, Southwest has transformed into one of the most successful airlines in the world.
2. Google: Innovation, Impact, and Moonshots
Google is known for its innovative spirit and ambition to tackle huge challenges. Their employer value proposition reflects this in spades. If you want to work on cutting-edge technology and solve problems that could impact millions of people, Google’s EVP is powerfully appealing.
Innovation
Google’s mission is “to organize the world’s information and make it universally accessible and useful.” To achieve this ambitious goal, they hire some of the brightest minds and give them the freedom to explore new ideas. Google’s EVP promises employees the ability to work on meaningful, challenging problems that push the boundaries of technology.
Impact
Google’s innovations have the potential for huge impact on people’s lives and society as a whole. Their EVP appeals to those who want to do work that matters and could positively affect millions of users. Some examples of the impact Google
has made include:
- Improving access to information through products like Google Search, Google Maps and Google Flights. This empowers people to learn new things and navigate the world more easily.
- Advancing healthcare through tools like Google Fit and by applying AI to areas like disease detection and personalized health insights.
- Tackling environmental challenges by becoming carbon neutral, investing in renewable energy and developing technologies to help cities become more sustainable.
- Google X, Google’s semi-secret research and development lab, works on radical “moonshot” projects that could transform the future. They aim to solve huge problems through technological breakthroughs. Some current moonshots include:
Google’s EVP is a magnet for talented people who want to push the boundaries of innovation and work on ambitious projects that could positively impact the world. If you’re looking for an employer with a vision for changing the future, Google should be at the top of your list.
3. Starbucks: Creating Meaningful Connections One Cup at a Time
Starbucks built its brand around creating personal connections and experiences for customers. Their employer value proposition focuses on enabling employees to forge meaningful relationships and a sense of community, one cup of coffee at a time.
Investing in Employees
Starbucks provides industry-leading benefits and perks for part-time and full-time employees, including healthcare, paid time off, parental leave, and college tuition reimbursement. By treating employees well, Starbucks is able to attract and retain passionate, personable staff. Employees become brand ambassadors, sharing their positive experiences working at Starbucks with customers and the public.
Fostering Connection
Starbucks aims to create an inclusive “third place” experience in their stores, between home and work. Employees are empowered to get to know regular customers by name and personalize their experience. Simple gestures like remembering a customer’s favorite drink or asking about their day help to build rapport and loyalty.
Developing Community
Starbucks partners (as employees are called) often form close bonds with one another as well. The company promotes opportunities for employees to connect through partner networks, coffee seminars, and other social events. When partners feel a strong sense of community at work, that positive energy spills over into customer interactions.
Promoting Wellness
Starbucks offers programs to support employees’ mental, physical and financial well-being. Things like free coffee and tea, employee assistance programs, paid volunteer time, and discounted gym memberships and fitness devices allow partners to bring their best selves to work each day. Healthy, happy employees lead to healthy, happy customers.
Passing on the Experience
Starbucks’ employer brand messaging focuses on personal growth, purpose and human connection. When partners are able to develop meaningful relationships at work and reach their full potential, they pass that positive experience onto customers. The result is a values-driven, human-centered brand that people want to be a part of. Potential employees and customers alike develop emotional connections to the Starbucks experience that keeps them coming back.
How to Create an Authentic and Impactful EVP.
So you’re ready to create an Employer Value Proposition (EVP) that attracts top talent?
Here are some tips:
Focus on your strengths
Really analyze what makes your company unique and appealing to candidates. Is it your company culture? Growth opportunities? Work-life balance? Figure out your strengths and build your EVP around them.
Involve employees
Have conversations with employees from different levels and roles. Ask them why they chose to work for your company and why they stay. Their perspectives will help shape an authentic EVP.
Be transparent
Don’t overpromise or mislead candidates. Your EVP needs to paint an honest picture of what it’s really like to work for your organization. Candidates will eventually discover the truth anyway.
Keep it concise
A good EVP should be easy to understand and remember. If it’s too long or complex, it won’t resonate with candidates. Aim for 3 to 5 short statements that capture your key strengths and values.
Use compelling language
Your EVP needs to grab attention and get candidates excited to learn more. Use dynamic and emotive words to help bring it to life. But don’t overdo it – your EVP still needs to be authentic.
Review and revise
Treat your EVP as a living document. Survey new hires to see if their experiences align with your EVP. Make revisions as needed to keep it relevant and impactful. An EVP that evolves with your company will serve you well.
With these steps, you can develop an EVP that inspires candidates by highlighting what makes your company such an amazing place to work.
Remember this: The companies that thrive in the coming decades will be the ones that understand their employees aren’t just looking for a paycheck – they want meaning, impact and the ability to do their best work. An authentic EVP that highlights what your organization genuinely offers is the key. The EVP examples we looked at prove that when you lead with your purpose and strengths, you’ll attract people who share your values. And that connection between company and employee is what builds a high-performing culture where people can do their best work.
So don’t be afraid to do something bold and share what really makes your company unique. If you’re confused and unsure of how to proceed, do not fret! Brandemix – the top Employer Branding Agency in NYC is here, and happy to help!
Schedule a call with us, today!
ABOUT THE AUTHOR
“Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.”
