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 are paid to the organisation’s capacity and ability to deliver on the employer brand promise. Any disjoint can destroy credibility, trust and seriously undermine a company’s reputation, in fact, the entire employer brand.
Strategic employer branding processes include the opportunity to pressure-test that EVP internally, across segments and locations; with wider audiences in a very safe environment.
The Higher Mix will produce necessary proof-point testing questions your company needs; and facilitate upbeat, interesting focus group/s as we claims test your EVP territories. Our analysts interrogate the data-sets, so you are assured EVP/employer brand developed, is in fact authentic, relevant and entirely deliverable.
Evidence and facts in support of what the 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 the Employer Brand strategy which must be altered, prior to execution.
Claims testing aside – our team at The Higher Mix enjoys guiding organisations with pre-existing EVPs through a wonderful process and towards truly scaling their Employer Brand. Everything from building, socialising, embedding and internalising it so that it cascades through the entire organisation and beyond.