How to attract the right people: the Belgacom EVP case

More than 500 employees were asked their perspective and opinion about Belgacom as an employer in 11 online Synthetron discussions, each one lasting no more than an hour. The result gave the company valuable input, and enabled it to identify a more sharply defined Employer Value Proposition, or in short “EVP”, and so attract both the right people and improve internal communication.

Why an Employer Value Proposition?

Understanding the Employer Value Proposition is the basis for engaging the right target audiences to build an organisation. Knowing and understanding where your EVP comes from will ensure consistency and effective engagement for a company’s processes, communication and policies.

Sir Terry Leahy (former CEO of Tesco):
“Your employer brand isn’t what you say it is, it’s what people tell you it is.”

An Employer (sometimes also referred to as Employee) Value Proposition is the essence of the Employer Brand.  It is the sum of the emotional & functional benefits of an organisation to its current and prospective employees. An EVP captures the core values of the Identity (internal perception – what current employees experience), the Image (external perception – what outsiders believe) and the Intent (aspiration – what you want to be both in terms of strategic intent as well as employee expectation). The more the Identity, Image and Intent have in common, the stronger and clearer the EVP.

A study of Right Management (2009) has consistently shown that engagement leads to higher financial performance, higher customer satisfaction and higher employee retention. Moreover, they found that there is a strong relationship between the level of employee engagement and organisational performance.  When business needs to do more with less, engaged employees and the right Employee Value Proposition can make a significant difference.

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