EVPs – beyond the theory

Graeme WrightStrategy Director, Havas People

@Grey101

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What is the theory

Brand Personality (primarily external)

Character & Soul (internal and external change management)

Sales proposition (external marketing)

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Brand Pillars

Brand Pillars

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Core Positioning

11

2

3

4

5

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A Story Landscape

What makes a successful EVP implementation?

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Be clear as to why

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Authenticity

As a starting point we need to help people recognise the stories they have to tell, and tell them in a natural, believable and compelling way

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Orange Connection

14 sites

2 photo-booths

2 days on each site

+ 500 testimonials

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Senior Leadership Endorsement

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We’re looking for talented, driven and ambitious

people who can become our Future Leaders. The future of our company will be defined by you.

Carlos Brito, CEO

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Buy-inWhat is it?

Why are we doing it?

What is in it for me?

How will we be consulted?

How will it take in our

unique perspective?

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Research as Buy-in

The research phase of any EVP development is as important for buy-in as insight

Ipsen

• Accountability• Agility• Team spirit• Result-orientation

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Leadership management seminar

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‘Letter of commitment’

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Team spirit

Respect organisational purpose

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Organisations with clear organisational purpose do not always need an EVP

Segmentation

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1,000 BRIC professionals

This is what we all

get out of working

here:

‘A job worth doing.’

Network Rail

And this is what it means for particular roles.

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Personality

Knowledge does not equate to emotional engagement. People may understand a message but it makes little difference unless they care

EVPs work when they generate an emotional and experiential connection between an individual and

an employer or potential employer.

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Adaptability – an EVP should last

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Levi’s – 1980s

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Levi’s 2014

• Leadership• Buy-in• Authenticity• Respect organisational purpose• Adaptability• Segmentation• Personality

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