As you would build USPs to market and sell your product or service, so too is it necessary to define and package the unique benefits you offer to keep your employees engaged and retained internally, and attract talent externally. This is called an Employer Value Proposition (EVP) which is a set of unique benefits that companies use to retain their employees and compete for high-demand candidates.

The EVP is about what the employer wants and what talent is looking for. Benefits are divided into attributes both tangible (monetary compensation) and intangible (culture, career development, work set up).

An EVP is often referred to as one’s currency to communicating what’s on offer as an employer. The COVID crisis has required companies to relook at their Employer Value Propositions to accommodate the new way of working i.e. flexibility, WFH, Medical assurance, etc.

Stay tuned into the Pulse of Employer Branding Africa as you continue to build a broader understanding of why employer branding matters now more than ever!!!