At UKG, we recently embarked on a transformative journey to develop an Employee Value Proposition (EVP). Here’s a behind-the-scenes look at how we crafted it.
Understanding the Need for a Strong EVP
A compelling EVP helps attract high performers by clearly communicating the unique benefits and opportunities your organization offers, leading to reduced turnover and cost savings. Additionally, a well-defined EVP enhances employee engagement, boosts business performance, and fosters organizational growth. In fact, highly engaged teams can increase profitability by 23% and improve customer loyalty by 10%.
Our EVP provides clarity on what we value in our relationship with our U Krewers and what they can expect from us as an employer. It was built out of direct feedback from U Krewers, and encapsulates our culture, values, and the unique benefits we offer.
Step 1: Gathering Insights
The first step in our EVP development process was to gather insights from a diverse range of stakeholders. We conducted comprehensive surveys with hundreds of U Krewers, hosted internal 1:1s, focus groups, senior leader breakout sessions, and had 300 hours of engagement with employees across various departments and levels. This allowed us to capture a wide array of perspectives and experiences.
We also analyzed external market data and conducted focus groups with external talent to understand what potential candidates value most in an employer. By combining internal feedback with external insights, we aimed to create an EVP that is both authentic and competitive.
Finally, we validated our EVP via external workshops and surveys, and internal sessions and surveys with stakeholders and U Krewers.
Step 2: Crafting the EVP Statement
With these core themes in mind, we set out to craft a clear and compelling EVP statement. We had an incredible project team comprised of cross-functional employees from Talent Brand, Talent Acquisition, Marketing & Brand, Internal Communications, Total Rewards, Change Management, Public Relations, People Analytics, and Belonging, Equity, and Impact. After several iterations and feedback sessions, we arrived at a statement that we believe truly represents our organization:
United by purpose. Inspired by you.
Step 3: Communicating the EVP
Once our EVP was finalized, the next step was to communicate it effectively across the organization and beyond. We launched an internal campaign to introduce the EVP to our employees, using a variety of channels including town hall meetings, photo shoots in the US and India, email newsletters, and an employee engagement contest on our intranet.
Externally, we integrated the EVP into our UKG careers site. We followed this up with 12 new careers landing pages and three refreshed careers pages. We are also running digital and social campaigns to promote the EVP, and refreshing our recruitment marketing materials. Threaded throughout these materials is our new EVP launch video.
Step 4: Living the EVP
An EVP is only as strong as the actions that support it. At UKG, we are committed to living our EVP every day. This means continuously investing in our people, fostering an inclusive and innovative culture, and providing opportunities for growth and development. We regularly seek feedback from our employees to ensure that we are meeting their needs and living up to our promises.
Reflecting on our journey
Developing our EVP was a collaborative and insightful journey. It allowed us to reflect on what makes UKG unique and how we can continue to create a workplace where everyone feels valued and empowered.
We hope this glimpse into our EVP development process inspires other organizations to invest in their people and create a compelling value proposition that reflects their unique culture and strengths.
