Stand out from the crowd: establishing a strong EVP and employer brand

Written by
May 19, 2023
Employee Experience

Attracting top local talent

In recent years, the governments of Saudi Arabia and the UAE have launched initiatives aimed at increasing the participation of their respective national workforces in the private sector. As a result, companies in the region need to prioritise attracting top local talent to meet their Saudization and Emiratization goals. The competition is fierce, and organisations really need to stand out from the crowd. Companies can do this by creating an attractive employer brand that resonates with the region, offering competitive compensation packages and opportunities for career growth, and investing in training and development programs.

What is an EVP and employer brand?

An EVP (employer value proposition) is the unique set of benefits and values that an organization offers to its employees in exchange for their skills, experience, and capabilities. It's what makes your company a desirable place to work.

An employer brand, on the other hand, is how your company is perceived by current and potential employees, including what it's like to work there and the overall culture.

Why are they important?

It's simple: a strong EVP and employer brand can help you attract and retain top talent. When employees feel that their employer aligns with their values and offers a positive work environment, they are more likely to stay with the company long-term. Additionally, having a strong employer brand can help you stand out in a crowded job market and attract the best candidates for your open positions.

Key steps to establishing a strong EVP and employer brand?

1. Understand your company culture and values: Before you can create an EVP, you need to understand what your company stands for and the values it holds. Consider what makes your company unique and why someone would want to work there.

2. Conduct employee research: To create an effective EVP, you need to understand what your employees value most about working for your company. Conduct surveys or focus groups to gather feedback and insights into what employees appreciate and what they would like to see improved.

3. Craft your messaging: Based on the insights you've gathered, craft messaging that communicates your EVP and employer brand. This messaging should be consistent across all touchpoints, including your website, social media, and job postings.

4. Get creative: Make a lasting impression with a unique employer brand that utilizes the power of colour and imagery. Consistency is key, so ensure that your brand is applied seamlessly across all touchpoints in the employee journey at your company, from recruitment to retention.

Now for some top tips

Be authentic: Your EVP and employer brand should be true to your company's culture and values. Don't try to be something you're not, or you'll risk losing the trust of your employees and potential candidates.

Focus on what sets you apart: What makes your company unique? Focus on those elements that set you apart from your competitors.

Be consistent: Consistency is key when it comes to establishing a strong EVP and employer brand. Make sure your messaging is consistent across all touchpoints, and that your company culture aligns with the messaging you're putting out.

Finally, you might want to consider using a professional agency like Engage to help establish your EVP and employer brand? We’ve created EVPs and employer brands for some of the most recognisable brands in the region and have the expertise and experience you need. Engage can help you conduct research, craft messaging, and develop a strategy that aligns with your company's culture and values. Give us a call today.

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