0WE BECOME YOU™Content Property of Cielo, Inc.

CRAFTING A POWERFUL

EMPLOYEE VALUE

PROPOSITIONCreating, refreshing or overhauling your Employee Value Proposition (EVP)

is no simple undertaking. It must become a living asset that informs your

people agenda, policies and processes.

Webinar Takeaways:

• EVP vs. Employer Brand: what is the difference and why does it matter?

• How to build the business case and engage internal advocates

• Your 10-step framework for EVP success

1WE BECOME YOU™

TODAY’S SPEAKERS

ANDY DAWN

20 years’ management and consulting

expertise spanning corporate, business

process outsourcing, agency and start-ups

Andy’s clients have included:

Waste Management, GE, Unilever, Gap, Mars,

BUPA, AB InBev, Smiths Group, Primark

20 years’ brand, marketing and

communications experience, spanning

consulting, agency and in-house (including

7 years in a senior global role for EY)

Dawn’s clients have included:

Ernst & Young, Smiths Group, Primark,

Atkins Global, Watson Wyatt, National

Health Service, Menzies and British Gas.

2WE BECOME YOU™

BRAND, DIGITAL & COMMUNICATIONS

brand.cielotalent.com

3WE BECOME YOU™

• The employer universe

• EVP vs. Employer Brand

• Market context and buzzword bingo

• 10 steps to designing your EVP

• Meaningful metrics and internal engagement

• Questions

TODAY’S AGENDA

You’ll receive a copy of this deck plus our whitepaper on

designing an effective EVP after this webinar

4WE BECOME YOU™

The realities of our

employer universe

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SOME OF OUR CHALLENGES

• How do we ensure we are visible to the right talent?

• How do we ensure our message stands out?

• How do we achieve clarity and consistency of message?

• How do we tailor our message to our different audiences?

• How do we become a ‘destination’ employer and not just one of the

crowd?

• How do we ‘keep it real’ and ensure the experience we promise

candidates matches the one we deliver for employees?

6WE BECOME YOU™

Employer Brand

SOLUTION: THE EVP EXPRESSES OUR ESSENCE AS AN EMPLOYER –

OUR EMPLOYER BRAND AMPLIFIES OUR PRESENCE AND REACH

Your EVP is a personal promise to candidates and employees. Your employer

brand and reputation is built on the experiences you deliver to them.

• It is central to creating value for your business. An engaged workforce cares more, contributes more

and sell more than a disenchanted and demotivated workforce.

• It enables you to compete more effectively for talent. In a crowded and competitive marketplace, you,

your EVP is your ticket to differentiation.

• It informs your employer branding and attraction campaigns. Your EVP will drive the strategic and

creative thinking that enables you to stand out. It is the nucleus of your messaging.

• It reduces time and money spent on recruitment. A clear EVP helps candidates make an informed

decision about whether or not to apply for a role, which reduces time and money spent on poorly matched

applicants and reduces attrition over the long run.

• It informs your HR policies and procedures. By providing a blueprint, you are clearly communicating how

things are done in your organization, how people treat each other and how to create value for customers

and stakeholders.

• It helps keep your business honest. Stay true to your EVP and your employees will amplify your positive

messaging, reinforcing your reputation as a good employer. Let them down and the consequences can

damage not only your employer brand, but also your consumer and

corporate brand.

BENEFITS OF AN EFFECTIVE EVP

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MARKET CONTEXT

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THE OLD: “RECRUITMENT”

Requisition based

One size fits all approach

Undefined Employer Brand

Indirect: over-reliant on agencies

Active candidates

Inconsistent

Paucity of data

Single-channel

Manual

And so HR were:

Order takers

Reactive – Tactical

THE NEW: “TALENT ACQUISITION”

Communities & talent pools

Segmented approach

Nuanced Employer Brand

Direct: greater capability

Active & passive candidates

Consistent

Data & metrics driven

Multi-channel: inc social media

Underpinned by technology

And we then became:

Proactive

Talent advisors

THE OUTCOMES

Improved candidate / HM experience

Reduced cost and time to hire

Better quality of hire

Lower regretted attrition

Recruitment prevention

Internal mobility

Destination employer

Improved performance

And now we must be:

Strategic and embedded

Business activators

MARKET CONTEXT

Measurement

ROI

Mainstream

Buzzword

Bingo

In House

Market

Consolidation

Talent lifecycle

Communities

& talent pools

One brand &

convergence War for talent

…yawn

Freedom within a

framework | Glocal

Authenticity & curating stories Active vs passive talent

Candidate

ExperienceAgile

Social Mobility

11WE BECOME YOU™

A brand is not a product or a promise or a feeling

It's the sum of all the experiences you have with a company and

most crucially of all, what differentiates that company from the rest

And a career is the most sophisticated sell of them all.

12WE BECOME YOU™

10 STEPS TO

CREATING A

POWERFUL

EMPLOYEE VALUE

PROPOSITION

13WE BECOME YOU™

DESIGNING YOUR OFFER FOR 21ST CENTURY TALENT

14Content Property of Cielo

A great employee promise - example

With dynamic expansion

comes incredible opportunity

for talented individuals. We

offer a distinctive culture, an

open environment and a

meritocracy where

employees thrive. We have a

collaborative and

entrepreneurial spirit, with a

focus on our ultimate goal –

improving the wellbeing of

patients around the world.

Bringing open-mindedness,

strong values and flexibility

to grow with us, you will be

supported to develop and

build your skillset and develop

a rewarding career.

EXTRINSIC

“Money, Status & Power”

INTRINSIC

“Satisfaction, Fulfilment & Enjoyment”“THE RIGHT DEAL”

Rewards

Total reward with focus on career development, skills-gathering and

opportunity for new experiences. We invest in developing our people

to make them the best in the industry.

Organization

We are a leader in clinical quality, with a clear mission to care for our

patients, serve our physicians and improve healthcare around the

world. We are on a rapid growth journey, and ensure that everything

we do has a focus on healthcare outcomes.

Brand Reputation

Living the business’s values, with a focus on rapid growth and bringing talented staff with us on the journey to improve healthcare around the world

Location / Environment

We are dispersed workforce yet wherever you are located, you will

feel the distinctive culture in your local team. We extend this feeling

of support and family to the communities around each of our facilities.

Leadership / Vision Story

We take pride in the impact that our business is having - and will

have - on global healthcare. We are part of the one of the world’s

leading and most influential care groups. We’re proud of the value

we add to the industry and our influence on patient care. Our name

is synonymous with quality , compassion and results.

Work

There is huge scope for variety of work– your role will evolve as we

grow as an organisation. You will be a part of something big: we are

committed to innovation in patient care and improvement in

healthcare so whatever your role, your contribution will be felt and

you can maximise your potential.

Opportunities

Rapid growth brings with it great opportunity. Perform well and you

will be rewarded with new responsibility and experiences which will

help you develop your own skillset as well as ours. We promote from

within our business often, celebrating the success and

entrepreneurial spirit of our own people.

Culture / People

Lifestyle

It is a professional as much as a personal experience. Our

organisation from the top down cares about our employees, and is

committed to building a healthy and balanced workforce.

We are passionate about care, passionate about progress and

passionate about quality. If you share these qualities, you could be

part of a team of high-performing, friendly professionals who

collaborate to deliver great results. Our people are strongly values-

focused and show true belief in the organisational mission. We treat

our patients and employees with the same level of care.

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15WE BECOME YOU™

BUILD YOUR BUSINESS CASE

Key questions to address:

• What are your key drivers for change?

• How do these relate to business strategy?

• How would an improved EVP impact

performance?

• What metrics will you use to measure

success?

• What is the current baseline?

• What is the competitor and wider market

context -what does this mean for your

business now and in the future?

• Gather Data

• Assess Competitive

Environment

• Set Benchmark Metrics

• Align to Business Strategy

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ENGAGE SENIOR STAKEHOLDERS

Key issue to address:

• Consult

• Workshop

• Collaborate

• Capture Drivers

• Refine Business Case

• Secure Commitment

“What’s

in it for

me?”

2

17WE BECOME YOU™

IDENTIFY AND SEGMENT YOUR CORE EMPLOYEE AND

WIDER STAKEHOLDER AUDIENCES

Macro:

Function, division, role and purpose,

geo-location, generational group.

Micro:

Length of service, candidate/joiner/

leaver, gender/ethnicity etc.

Third-party influencers:

recruiters, career advisors and

possibly union or membership bodies

• Macro and Micro

Segmentation

• High-Performer and

Diversity Attributes

• Third-Party Influencers

3

18WE BECOME YOU™

ENGAGE YOUR PEOPLE AND YOUR CANDIDATES.

Canvas your different audience groups:

• What is their current experience?

• How would they like things to be?

• What would they change or improve?

• Reasons for joining, staying or leaving?

• How do you compare to competitors?

• Which organizations do they admire and why?

• What qualities and attributes are needed to be successful?

• What would they say to someone who was thinking of joining

your business?

• What do they think of your public profile?

• Quantitative Surveys

• Qualitative

Interviews and

Focus Groups

• Guaranteed

Confidentiality

4

19WE BECOME YOU™

SYNTHESIZE YOUR INSIGHTS

Look out for:

• Extract and analyze the core themes

• Seek consistency and nuances

• What differentiates you from the pack?

• Pain and power points

• Surgery, sticky plaster or new comms?

Bottom line:

• What will it take for you to compete

effectively and attract, retain and

inspire the right people to create

business value?

• Analyze Core Themes

• Highlight Nuances

• Assess Competitive

Positioning

• Identify Implications

5

20WE BECOME YOU™

BUILD YOUR EVP FRAMEWORK AND

OUTLINE STRATEGY

Pointers:

• Use the framework

• Two options? V1: now, V2: future

• Consider red, amber, green

coding – what needs developing

and what are your power

attributes?

• Capture the “deal” – what you

expect back in exchange for what

you offer. It’s a two-way street.

• Visualize and Articulate

• Highlight Pain Points and

Power Attributes

• Define Aspirations

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21WE BECOME YOU™

VALIDATE YOUR EVP FRAMEWORK

AND OUTLINE STRATEGY

• Use focus groups and workshop

sessions to test your core findings and

to begin identifying the different work

streams that will be required to make

any necessary changes going forward.

• Refresh stakeholders’ enthusiasm and

commitment by reminding them of

your business case and what is in it for

them. Keep everyone’s eyes on the

prize.

• Focus Groups

• Workshops

• Refresh Commitment

• Align Thinking

• Develop Strategy

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22WE BECOME YOU™

DESIGN MESSAGING FRAMEWORKS

• Decide how you will communicate

your offer to your different

audiences.

• Remember to apply the 70/30 rule

and 80/20 principle

• Keep language clear, simple and

relevant.

• Put yourself in your audience’s

shoes and use words they will

understand.

• Avoid corporate buzzwords.

• Core Promise

• Tailored to Different Audiences

• Credible Commitment

• Clear and Simple Language

Apply the K.I.S.S Principle

8

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DEVELOP YOUR INTERNAL AND

EXTERNAL COMMUNICATION STRATEGIES

Bring your story to life…

• Videos

• Interviews

• Infographics

• Soundbites

• Games

• Competitions

• Blogs

• FAQs

• Etc.

Media

• Owned

• Earned

• Paid

• Compelling Content

• Clear Channel Strategies

• Communication Owners

• Ongoing Measurement

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LAUNCH

Pre-launch:

• Engage and brief leaders, managers

and work stream leaders on what is

coming and what is required of them.

• Set your dates for internal launch and

for the refresh of your external

messaging platforms.

• Involve your people in the process, so

they can be active participants in the

development journey and in making

the EVP a reality for all concerned.

• Brand Ambassadors

• Media Coverage

• Leadership Endorsement

• Joint Journey-Setting

10

Generate more

love for your

employer brand

(and better

attraction, retention

and productivity)

Always on CRM and candidate experience

Alignment with corporate and consumer marketing and communications

Metric Awareness Followers, TBI, fans, subscribers, views, web traffic, SEO

Metric Engagement Web stickiness, Likes, shares, re-tweets, comments, downloads

Metric Conversion Media and website analytics, applications, interviews, hires

Metric Performance Engagement, retention, promotion, revenue benefit scores & ROI

MEANINGFUL METRICS

Internal Drivers Cost | Risk | Growth

26WE BECOME YOU™

THANK YOU!

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