Claims-Testing EVP

Claims-testing EVP occurs after development of EVP Strategy.

Employer brands make tangible claims, and employee value propositions (EVP) are developed, close attention and care is paid to your organisation’s capacity and ability to deliver on that employer brand promiseBecause any disjoint will destroy credibility, trust and can seriously undermine a company’s reputation, in fact, the entire employer brand.

Strategic employer branding process will include the opportunity to pressure-test your EVP internally, across segments and locations with wider audiences in a very safe environment.

The Higher Mix produces necessary proof-point testing questions a company needs; and facilitates an upbeat, interesting focus group/s on your EVP territories.

Our analysts interrogate the data-sets, so you are assured the EVP/employer brand developed, is in fact authentic, relevant and entirely deliverable. 

Evidence and facts that support what your company is about to claim to the market.   Key inputs, fast-facts that put critical thinking to the EVP claims, garner the company’s own people’s viewpoints, before converting EVP territories into a series of specific, compelling EVP statements (claims) and beginning to embed the EVP with leaders.

Claims testing adds a great deal of rigour to the process.

Tabling, testing EVP authenticity and messaging, arriving at proof-points, exposing your people to planned EVP strategy, anticipated communication strategy recommendations, with select group of internal (sometimes external) target groups of people galvanized around that EVP, it gets them on-board, gives them a voice in important Employer branding process.

Following collection of valuable stakeholder feedback – analysis of all data-sets highlights even more value, strengths (potential gaps) to correct with your  EVP territories.   Tweaking the EVP in line with this feedback, rounding it all out with a formal presentation of the EVP strategy to senior management – for their collective determination on what (if anything) in Employer Brand Strategy has to be altered, prior to execution.

Claims testing aside; our team at The Higher Mix enjoys guiding organisations with pre-existing EVPs through the same process, onto scaling their Employer Brands; everything from building, socialising, embedding, internalizing their EVP so it cascades through your entire organisation and beyond.