Decoding the Employee Value Proposition*: Crafting REBORRN's Unique EVP*
Written by: @Katerina Karain
Have you ever heard of EVP? It's not some secret code – it stands for Employee Value Proposition, and it's like the superhero of workplace dynamics. Picture this: a guiding light that helps companies create an environment that attracts, retains, and engages top talent. Why should an employee work for your company over another employer?
In today's competitive business world, where talent is a key driver of success, the EVP serves as a foundational element for companies striving to distinguish themselves as employers of choice. An EVP summarises the unique blend of benefits, culture, and opportunities that an organisation offers its employees. It goes beyond mere job descriptions and salary figures, delving into the intangible aspects that make a workplace stand out.
Crafting a compelling EVP is not only a task for the HR team; it's a critical priority that impacts every aspect of an organisation's talent management, from attracting the right candidates to retaining top performers and fostering a culture of continuous improvement.
Our Org. Design Team has helped many companies define and activate their EVP so it was about time for us to walk the talk and do the same for REBORRN properly.
Defining our EVP
Naturally, like in every client facing project, we designed a bespoke solution to meet our needs internally. Like in similar projects, we opted for a collaborative approach to ensure a thorough exploration of what sets us apart from other employers. Here's a glimpse into our process:
One-on-one interviews with the management team:
We initiated the process with insightful one-on-one interviews with our management team. Through a curated set of questions, we delved into various aspects, from our organisational objectives to the unique learning and development opportunities we offer.
Focus groups:
Diverse and inclusive, our focus groups involved REBORRNians from different teams, seniority levels, and areas of expertise. These sessions provided invaluable insights into the key categories of working at REBORRN, our company culture, benefits, future in REBORRN, and what distinguishes us from other employers.
Analysis of patterns and key insights:
With a keen eye on REBORRN’s purpose and values, we employed tools like Miro to analyse responses from interviews and focus groups. This analysis served as the foundation for aligning our EVP with employee experiences and expectations.
Curation and iterations of our pillars:
By tapping into the combined insights of our team and leveraging the expertise of our Content & Experience team, we took a fresh look at and refined our EVP. Synthesising the gathered information, we crafted a concise and compelling EVP statement that sums up why someone should choose to work for and stay with REBORRN.
Validation by the management team:
The final EVP statements were carefully reviewed by our management team, ensuring alignment with our culture and values. Their feedback played a crucial role in refining our EVP to resonate effectively with our target audience.
Internal communication:
Throughout the entire process, we maintained transparent communication with our team. Regular updates through Slack and all-hands meetings kept everyone in the loop, building anticipation for the grand reveal of our new EVP during the final all-hands meeting for 2023.
Activating our EVP
As we move into the next phase of EVP application, our focus turns to integrating it across various aspects of talent management. Our Q1 2024 goal includes applying the updated EVP to:
Talent attraction and recruitment process: Updating our job ads, offers, and employer branding activities with our revised EVP pillars.
Employee retention and enhancing engagement: Reviewing and aligning benefits and opportunities with employee needs, fostering a positive work environment.
Learning and development: Providing opportunities that resonate with the team’s aspirations, supporting continuous growth and skill development.
Offboarding and exit interviews: Gaining insights into reasons for departure, evaluating the EVP's alignment with employee expectations.
Internal Communications: Ensuring consistent and clear communication channels to keep the team informed and engaged.
Improving our EVP
It’s often said, "the journey is more valuable than the actual destination." The same saying holds true when creating a company’s EVP.
Our one-on-one interviews and focus groups not only highlighted our company’s strengths but also identified areas for improvement. We started by understanding how our current EVP is perceived by our team, what were the pain points identified, and sharing inputs on what we can improve and act upon.
Acknowledging the call to action and following our value of Candor, these insights were shared with both the management team and everyone else as part of transparency. Just as we encourage our team to embrace challenges and learn from experiences, as a company, we are also dedicated to evolving and improving, and this should also reflect in our EVP.
Our EVP Pillars: Unveiling What Sets Us Apart
So, time to reveal the actual outcome of this exercise and our EVP themes:
Delving into more details:
We promise, you'll never get bored. 🤘
In our dynamic and fast-paced environment, we thrive on challenges while embracing freedom and diversity, creating a unique atmosphere that fosters perpetual innovation. We empower individuals to shape their own paths through hands-on learning, actively sharing knowledge and ideas, to enhance the ways we work and collaborate. Having the chance to bring on new initiatives and discuss our projects’ impact, makes this environment a true career accelerator. Each day brings fresh opportunities to learn, contribute, and thrive, ensuring that we remain forever young.
Everyone is weird in their own unique way. 🙃
We are a diverse blend of doers hailing from different backgrounds and countries, fostering a dynamic mix of efficient, smart, and incredibly talented individuals who come together to create innovative solutions. We thrive as a community that values and celebrates the unique contributions of every individual, recognizing that our collective success is built on the strength of our differences. Whether on trips, at parties, or during gatherings, we mix our unique qualities to simply have fun!
We are masters of our schedule. ⏰
Autonomy is not just a buzzword here. It is at the core of our culture, emphasizing self-managed schedules and flexibility. We thrive in a dynamic & fast-changing environment that supports remote work, unlimited and self-managed days-off, and the chance to collaborate across different time zones. Just as we are masters of our craft, we are also masters of our time, resources, and priorities, fostering a strong sense of self-motivation. Our job has a seasonality: there will be times that working here will feel really intense and overwhelming, and other times that it will feel unreal that you are paid to have so much fun.
We are curious by design. 🐈
Part of our DNA is the spirit of exploration, where the unknown is not a barrier but a canvas for innovation and groundbreaking ideas. We thrive on the opportunity to work on big and intellectually stimulating projects that not only challenge us but also propel us into a steep learning curve. Our curiosity extends beyond projects; we are intensely curious about everything, from technology to business, politics, and science. We investigate side interests and are supported by REBORRN in pursuing personal explorations to stay ahead of the curve. Our approach is rooted in cross-team collaboration, allowing us to pool diverse expertise and perspectives. Here, you're not just part of a team; you're at the forefront of shaping uncharted.
Conclusion
The journey of crafting our Employee Value Proposition (EVP) at REBORRN has been a dynamic and collaborative process, with fruitful outcomes. Apart from the actual EVP pillars and insights for the team, it was very clear to us that we are not everyone’s cup of tea. This is not an easy realisation to accept, but it will help us transform our mindset from focusing only on attracting top talent to attracting the right talent.
But it doesn't end here; it's an ongoing progression. By recognising and applying the lessons learned, we remain dedicated to refining our EVP, ensuring that it aligns seamlessly with our evolving organisational culture and the expectations of our team. As we navigate the exciting terrain ahead, we are not just defining our workplace identity; we are at the forefront of shaping uncharted territories in the evolving business landscape.
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