{"id":11844,"date":"2022-07-21T14:45:59","date_gmt":"2022-07-21T09:15:59","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=11844"},"modified":"2023-09-29T13:12:18","modified_gmt":"2023-09-29T07:42:18","slug":"employer-branding-building-a-compelling-employee-value-proposition-part-2","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/","title":{"rendered":"Employer Branding \u2013 Building a compelling Employee Value Proposition &#8211; Part II"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11844\" class=\"elementor elementor-11844\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-75852ea elementor-widget elementor-widget-text-editor\" data-id=\"75852ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>This is part 2 of a two part series. To read the first part, click on the linked section below.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ef4a06 elementor-widget elementor-widget-text-editor\" data-id=\"8ef4a06\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In our last FreeFlowing article we introduced the topic of <a href=\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-the-brand-behind-the-brands-part-1\/\" target=\"_blank\" rel=\"noopener\">employer branding and discussed why it\u2019s important<\/a>.<\/p><p>In this newsletter, we will breakdown the concept of \u201cEmployee Value Proposition\u201d or EVP, that is the bedrock for employer branding efforts.<\/p><p>Before getting into EVP, it is important to understand some general traits of talent market that firms need to consider before they go about defining their EVP.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b856995 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b856995\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c015f50 elementor-widget elementor-widget-heading\" data-id=\"c015f50\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Some salient traits of talent market<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d435313 elementor-widget elementor-widget-text-editor\" data-id=\"d435313\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Target consumer is more open for deeper engagement:<\/strong> everyone today is proactively looking for better career opportunities and growth avenues. So, if a candidate comes across an interesting opportunity, she won\u2019t mind doing some deliberate research to know more about the employer. Hence, the target group for an employer brand is open for deeper engagement. This is unlike B2C where consumers often wait for \u2018Skip Ad\u2019 button.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d43c29d elementor-widget elementor-widget-image\" data-id=\"d43c29d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"1200\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_1.jpg\" class=\"attachment-full size-full wp-image-11918\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_1.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_1-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_1-1080x1080.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_1-150x150.jpg 150w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_1-768x768.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70a8c35 elementor-widget elementor-widget-text-editor\" data-id=\"70a8c35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Target audience has an open consideration set: <\/strong>today careers are fluid, skill-sets are modular and people seek to build horizontal expertise along with domain depth. This fact has been starkly highlighted in a recent McKinsey Research on talent and attrition that states: \u201c<em>Companies can no longer assume that they can fill empty slots with workers similar to the ones who just left. Globally, just 35 percent of those who quit in the past two years took a new job in the same industry.<\/em>\u201d<br \/><br \/>Clearly then, talent has an open mind when it comes to exploring opportunities- and is willing to give a fair chance to companies they know or look up to as well as those that they discover along the way.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-652f79c elementor-widget elementor-widget-image\" data-id=\"652f79c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"900\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_2.jpg\" class=\"attachment-full size-full wp-image-11908\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_2.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_2-300x225.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_2-1080x810.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_2-768x576.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4eecfe6 elementor-widget elementor-widget-text-editor\" data-id=\"4eecfe6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Brand reputation is more important than awareness:<\/strong> interestingly, when it comes to B2C branding, top-of-mind awareness is a very important moment of truth that helps to build trust and evoke an interest in knowing more. This is slightly different for employer brands where the target group is even willing to give a fair chance to a \u2018not so known\u2019 or \u2018salient\u2019 employer brand. Further, as these brands are researched and are found to have a good reputation, there is a sense of epiphany that quickens the buy-in. So, when it comes to employer branding, a good reputation (in terms of employee references in real world and review\/rating in virtual world) can help to overcome the lack of high salience.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1e4af7 elementor-widget elementor-widget-image\" data-id=\"b1e4af7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"853\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_3.jpg\" class=\"attachment-full size-full wp-image-11909\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_3.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_3-300x213.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_3-1080x768.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_3-768x546.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-257ec37 elementor-widget elementor-widget-text-editor\" data-id=\"257ec37\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Requires building both external and internal facing brand:<\/strong> finally, building an employer brand entails a dual undertaking. On the one hand it requires building a brand that\u2019s facing an external audience- the potential talent pool. On the other hand, it also requires building an internal brand- among the current set of employees. And these 2 brands need to be absolutely consistent. An employer branding effort that doesn\u2019t focus on internal branding is bound to fail as its own employees play a big role in building the equity of the employer brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9484db8 elementor-widget elementor-widget-image\" data-id=\"9484db8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_5.jpg\" class=\"attachment-full size-full wp-image-11911\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_5.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_5-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_5-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_5-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f826e9b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f826e9b\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-022c545 elementor-widget elementor-widget-heading\" data-id=\"022c545\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">So, how can a firm build a compelling Employee Value Proposition?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c9aea0f elementor-widget elementor-widget-text-editor\" data-id=\"c9aea0f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Employee Value Proposition<\/strong> is a manifesto that summarizes an organization\u2019s value-add to its talent and tells both potential and current employees why it is an irresistible place to work.<\/p><p>From our discussions with founders and employees of more than 30 organizations of different sizes and in different categories, we have seen that a compelling Employee Value Proposition rests on the foundation of 5 pillars:<\/p><p><strong>People:<\/strong> the internal employees, the alumni and the potential talent- all three stakeholders need to resonate with the proposition. It is important to remember that more than what the company says, employer branding is built by what people say and experience. If this element isn\u2019t working, all the efforts at building an employer brand are bound to fail. Young employees today want to derive a sense of identity from their employer that they can leverage in real and virtual worlds. They come with a learner&#8217;s mindset and expect their job to broaden their horizons. Hence, giving them a sense of belonging to a like-minded community of high caliber talent where they can push boundaries, learn and contribute is critical to build an employer brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78328af elementor-widget elementor-widget-image\" data-id=\"78328af\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_6.jpg\" class=\"attachment-full size-full wp-image-11912\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_6.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_6-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_6-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_6-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4dc554 elementor-widget elementor-widget-text-editor\" data-id=\"e4dc554\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Policies:<\/strong> policies of an organization define the expected work-ethics and acceptable boundaries of behaviour and therefore play a big role in moulding employer brand perceptions. Both current and potential employees judge an organization on a range of factors- from its hiring practices (fair, transparent, inclusive) to its policies around flexi-working, rewards &amp; recognition, learning &amp; development, leaves and even exit. Policies that encourage gender diversity (income equality, maternity leaves etc.) are becoming a choice driver. Young employees today look for a workplace that enables self-expression (from dress codes to norms around social media usage). Hence policies that allow them to freely express their personality, voice their opinions and those that trust them implicitly and allow them to work without compromising on their social lives are increasingly appreciated.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f54c10 elementor-widget elementor-widget-image\" data-id=\"2f54c10\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_7.jpg\" class=\"attachment-full size-full wp-image-11913\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_7.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_7-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_7-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_7-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-528c1ec elementor-widget elementor-widget-text-editor\" data-id=\"528c1ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Perks:<\/strong> while a traditional way to look at perks would put lopsided focus on monetary compensation, the definition of \u201cCTC\u201d from an employee perspective is \u201cCare towards Career\u201d. What it means is that beyond immediate gratifications like competitive in-hand salary, joining bonus etc., talent today also seeks perks that deliver disproportionate future returns. These would include aspects like ESOPs, global exposure, opportunities for cross-functional learning, options to pursue personal passions and a working environment (office set-up) that\u2019s simultaneously productive and insta-worthy.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed7663f elementor-widget elementor-widget-image\" data-id=\"ed7663f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_8.jpg\" class=\"attachment-full size-full wp-image-11914\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_8.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_8-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_8-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_8-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-429a879 elementor-widget elementor-widget-text-editor\" data-id=\"429a879\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Purpose:<\/strong> new-age talent carries a natural affinity towards purpose driven brands, and employer branding is no exception. Organizations that espouse a clear sense of purpose make their talent feel that they can be a part of a team that\u2019s creating a big difference. This is particularly true in the case of startups where purpose is often pioneered and evangelized by their founding team. In the classic David vs. Goliath battle for attracting talent, where upcoming startups are squarely pitched against established legacy players, purpose often becomes a handy tool in the David&#8217;s armoury.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a8af8c elementor-widget elementor-widget-image\" data-id=\"2a8af8c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_9.jpg\" class=\"attachment-full size-full wp-image-11915\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_9.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_9-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_9-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_9-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-91af7d3 elementor-widget elementor-widget-text-editor\" data-id=\"91af7d3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Pulse:<\/strong> while people and practices are the tangible aspects, an employer brand is also perceived based on an intangible cultural vibe- the quintessential pulse. \u201cPulse\u201d is gauged from diverse sources- rituals &amp; quirks, the vibrancy of the workplace, the mood in the town-halls, the organizational lingo and the degree of openness. In case of startups, the founder\u2019s passion and how the entire organization rallies around a single mission also become an important yardstick to gauge it. Talent today seeks a youthful, dynamic and a \u2018campus-like\u2019 vibe in their workplace- the traditional notion of seeing workplace as serious and stiff is passe. \u2018Pulse\u2019 helps them decide if they can really fit and thrive in the organization.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7af7bc4 elementor-widget elementor-widget-image\" data-id=\"7af7bc4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11.png\" class=\"attachment-full size-full wp-image-11917\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11.png 1024w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11-300x225.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11-768x576.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd8dd34 elementor-widget elementor-widget-text-editor\" data-id=\"cd8dd34\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>People, Policies, Perks, Purpose and Pulse together form \u201c<em><strong>Employee Value Proposition<\/strong><\/em>&#8220;.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9c1be0 elementor-widget elementor-widget-image\" data-id=\"b9c1be0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"922\" height=\"691\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11.webp\" class=\"attachment-full size-full wp-image-11852\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11.webp 922w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11-300x225.webp 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_11-768x576.webp 768w\" sizes=\"(max-width: 922px) 100vw, 922px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a55f89a elementor-widget elementor-widget-text-editor\" data-id=\"a55f89a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Some of the best firms headline their employee branding effort with a succinct EVP, followed by specific benefits and snippets of culture to offer strong reasons to believe in their proposition.<br \/><br \/>*For example, the value proposition of Nike is \u201cWin as a team\u201d. This directly reflects in and flows from the benefit bouquet and cultural codes at Nike. Nike\u2019s culture emphasizes accomplishing excellence with a team mentality. It is notable that the EVP at Nike also ties in well with its consumer proposition, thereby building a good coherence between its employee and consumer facing brand.<br \/><br \/>*Source: <a href=\"https:\/\/vervoe.com\/employee-value-proposition\/\" target=\"_blank\" rel=\"noopener\">https:\/\/vervoe.com\/employee-value-proposition\/<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db4820b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"db4820b\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e2517f elementor-widget elementor-widget-heading\" data-id=\"4e2517f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"> In conclusion<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1cfb3d elementor-widget elementor-widget-text-editor\" data-id=\"b1cfb3d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>There was a time when an employer brand was built by default- thanks to a firm\u2019s legacy, its market value or even its compensation bouquet. But times are changing.<br \/><br \/>The good news is that an employer brand can be systematically cultivated with a strong employee value proposition that rests on the right foundations.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-acf38a0 elementor-widget elementor-widget-heading\" data-id=\"acf38a0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">WORKSHOP ALERT! - THE POWER OF BRAND PURPOSE<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b04258f elementor-widget elementor-widget-text-editor\" data-id=\"b04258f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>We live in an era where consumers hold brands accountable in more ways than one, and where \u2018conscious consumerism\u2019 is on the rise. In such an era, a genuine brand purpose is a great way for brands to differentiate themselves and grow their business.<\/p><p>Join <a href=\"https:\/\/www.linkedin.com\/in\/gurudevprasad\/\" target=\"_blank\" rel=\"noopener\">Gurudev Prasad<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/suharsh-dikshit-4a579b77\/\" target=\"_blank\" rel=\"noopener\">Suharsh Dixit<\/a>, and <a href=\"https:\/\/www.linkedin.com\/in\/sandeepnairtvpm\/\" target=\"_blank\" rel=\"noopener\">Sandeep Nair<\/a> on July 24th (Sunday) from 2 pm to 6 pm for a live workshop on \u201cPower of Brand Purpose.\u201d<\/p><p>Here&#8217;s what you will learn from the workshop:<\/p><p>&#8211; What is brand purpose, and more importantly, what it is not.<br \/>&#8211; Why is brand purpose important in today&#8217;s world.<br \/>&#8211; Practical frameworks to unearth and identify a great brand purpose.<\/p><p>All this will be bolstered by hands-on interactive sessions, solving real life case studies.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a9dfdf9 elementor-widget elementor-widget-text-editor\" data-id=\"a9dfdf9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a href=\"https:\/\/winnerbrands.in\/live-workshop\/power-of-brand-purpose-live-workshop\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #f4963c;\">CLICK HERE<\/span><\/a> to register for the workshop before admission closes!<\/p><p>What are some interesting employer brands that you are aware of? Why do you think they score over their peers? Do keep the discussion flowing at <a href=\"mailto:freeflowing@winnerbrands.in\" target=\"_blank\" rel=\"noopener\">freeflowing@winnerbrands<\/a>.in We read all your emails!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>This is part 2 of a two part series. To read the first part, click on the linked section below. In our last FreeFlowing article we introduced the topic of employer branding and discussed why it\u2019s important. In this newsletter, we will breakdown the concept of \u201cEmployee Value Proposition\u201d or EVP, that is the bedrock [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":11909,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Employer Branding \u2013 Building a compelling Employee Value Proposition - Part II - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Employee Value Proposition is the bedrock of employer branding efforts. 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Here we propose a WinnerBrands\u2019 proprietary framework to create EVP.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-21T09:15:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-29T07:42:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/employer_branding_3.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"853\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"akhil_academy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"akhil_academy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/\"},\"author\":{\"name\":\"akhil_academy\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/5bf462ddb58d703c4e88c4a12d8f3be3\"},\"headline\":\"Employer Branding \u2013 Building a compelling Employee Value Proposition &#8211; Part II\",\"datePublished\":\"2022-07-21T09:15:59+00:00\",\"dateModified\":\"2023-09-29T07:42:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/\"},\"wordCount\":1467,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/winnerbrands.in\/#organization\"},\"articleSection\":[\"Marketing 101\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/\",\"url\":\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/\",\"name\":\"Employer Branding \u2013 Building a compelling Employee Value Proposition - Part II - WinnerBrands - Helping brands leverage the power of top marketing talent\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/#website\"},\"datePublished\":\"2022-07-21T09:15:59+00:00\",\"dateModified\":\"2023-09-29T07:42:18+00:00\",\"description\":\"Employee Value Proposition is the bedrock of employer branding efforts. 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