【HR术语】什么是员工价值主张（EVP）？（What is an employee value proposition (EVP)?）
什么是员工价值主张（EVP）？
员工价值主张，又称 EVP，是员工在工作场所的表现所换取的所有福利和奖励的总和。从本质上讲，它就是作为雇主，你能为员工的技能、经验和能力提供哪些回报。
员工价值主张是任何雇主品牌的重要组成部分，它展示了企业能为潜在团队成员提供的独特价值。
员工价值主张由哪些部分组成？
员工价值主张由五个要素组成，包括：
薪酬： 这一要素包括薪资以及整个福利方案，包括保险、退休、奖金、学费报销、健康计划和任何其他福利。它还包括您按时支付薪酬、适当加薪以及公平补偿所有人的能力。
工作与生活的平衡： 这包括灵活的工作时间、在家办公、休假时间、PTO 政策和带薪育儿假。
稳定性： 这指的是贵组织确保员工了解其工作安全并帮助他们成长和发展的能力。这包括指导、辅导、培训、学习和发展。
地点： 这是关于您所提供的工作环境，既包括实际的、物理意义上的，也包括更形象的。
尊重： 这一要素指的是公司文化、组织价值观、管理、团队合作、信任等。
为什么需要员工价值主张？
您的员工价值主张最终决定了您吸引和聘用的人才对您品牌的看法。它可以将你与竞争对手区分开来，帮助鼓励人们选择为你而不是其他公司工作。在当今竞争激烈的环境中，这一点至关重要，因为正是人才最终决定了企业的发展和成功能力。
特别是，如果你从事的是竞争激烈的高科技行业或其他类似行业，你可以利用你的 EVP 来吸引科技人才。
员工价值主张有哪些例子？
为了帮助你学习如何创建一个引人注目的员工价值主张，以下是一些公司的例子。
联合利华： 正如联合利华欧洲区全球人才吸引和品牌主管 Anuradha Razdan 所说："我们价值主张的核心是培养领导者。我们为联合利华培养领导人才，而联合利华的领导人才也会成为世界其他地方的领导人才。联合利华的价值主张非常注重稳定性，这对那些有兴趣在与鼓舞人心的员工一起工作的过程中不断成长，以改善人们生活为目标的求职者来说极具吸引力。
Trader Joe's：Trader Joe's是公认的最佳零售雇主之一，它的EVP强调学习和成长机会、公平的福利（如每年两次的审查，每年可能加薪7%到10%），以及灵活、多样化和善于沟通的企业文化，从而赢得了人们的忠诚。
贝恩公司： 这家咨询公司在 Glassdoor "最佳工作场所 "排行榜上名列第一，他们的 EVP 有几项令人难忘的福利，包括外部实习机会、全球调动、育儿假、请假、弹性工作时间以及两个月的休假机会。
如何衡量员工价值主张？
您可以查看一些关键绩效指标来衡量您的 EVP 在帮助您吸引、聘用和留住人才方面的效果，其中包括：
保留率
流失率
每次招聘成本
申请人数
员工净促进得分
Glassdoor 等网站上的排名和评分
员工推荐
如何制定员工价值主张？
现在您已经熟悉了什么是 EVP，下一步就是学习如何为您的组织制定 EVP。我们建议采取以下步骤：
进行审核： 审视您当前的品牌形象。您是如何与人才沟通并吸引人才的？你们的薪酬福利、企业文化或工作环境有什么特别之处？
征求反馈意见： 你能从在职和离职员工那里收集到一些最有价值的信息。利用调查、内部焦点小组和离职访谈来询问
是什么吸引了你的员工申请为你工作？
是什么让他们选择你而不是其他公司？
员工喜欢与你共事的哪些方面？
如何改进为员工提供的服务？
确定包含在你的 EVP 中的关键点：利用你收集到的信息，列出你作为一个优秀雇主的与众不同之处。
起草你的 EVP：现在，你已经准备好撰写 EVP 了，重点是你能为理想候选人提供什么。目标是使用清晰、独特和鼓舞人心的语言。
评估您的 EVP：您的 EVP 不一定是一成不变的。利用我们上面提到的关键绩效指标，定期重新审视您的 EVP，看看是否可以加以改进。
为什么 EVP 应成为现代人力资源战略的一部分？
吸引、聘用和留住顶尖人才的能力是企业能否取得成功的关键。令人信服、独一无二的 EVP 是寻找和聘用最优秀人才的重要工具。
以下为文章原文：
What is an employee value proposition (EVP)?
An employee value proposition, also called EVP, is the sum of all the benefits and rewards people receive in exchange for performance in the workplace. It’s essentially what you, as an employer, can offer in return for a person’s skills, experience, and abilities.
EVP is a major part of any employer brand, showing the unique value your organization can offer to potential team members.
What components make up an employee value proposition?
An EVP is made up of five elements, including:
Compensation: This element includes salary as well as the entirety of your benefits package, including insurance, retirement, bonuses, tuition reimbursement, wellness programs, and any other perks. It also includes your ability to offer pay on a timely schedule, give appropriate raises, and compensate all people fairly.
Work-life balance: This includes flexible hours, work from home, vacation time, PTO policy, and paid parental leave.
Stability: This refers to your organization’s ability to ensure people know their job is safe and to help them grow and develop. It includes things like mentoring, coaching, training, learning, and development.
Location: This is all about the work environment you offer, both in a literal, physical sense and a more figurative one.
Respect: This element refers to your company culture, your organization’s values, your management, teamwork, trust, and so on.
Why do you need an employee value proposition?
Your EVP ultimately defines how the talent you attract and hire perceives your brand. It can differentiate you from your competitors and help encourage people to choose to work for you instead of another company. In today’s competitive climate, this is essential because it is your talent that ultimately determines your organization’s ability to grow and succeed.
In particular, you can use your EVP to attract tech talent if you work in the notoriously competitive high-tech industry or others like it.
What are some examples of an employee value proposition?
To help you learn how to create a compelling employee value proposition, here are a few examples of companies who have theirs dialed in.
Unilever: As Anuradha Razdan, Unilever’s head of global talent attraction and brand, Europe, explains, “At the heart of our value proposition is that we build leaders. We develop leaders for Unilever, and Unilever leaders go on to be leaders elsewhere in the world.” This strong focus on the stability element of EVP is highly appealing to candidates interested in growing while working with inspiring people toward the goal of improving people’s lives.
Trader Joe’s: Widely recognized as one of the best retail employers, Trader Joe’s wins people’s loyalty with an EVP emphasizing learning and growth opportunities, fair benefits (such as their bi-annual reviews with potential for a seven to 10 percent pay increase each year), and a flexible, diverse, and communicative culture.
Bain & Company: Ranked first on Glassdoor’s Best Places to Work list, this consulting company has several memorable perks in their EVP, including externship opportunities, global transfers, parental leave, leaves of absence, flextime, and an opportunity to take two months off.
How can you measure your employee value proposition?
There are a few KPIs you can look at to measure how effective your EVP is at helping you attract, hire, and retain talent, including:
Retention rate
Attrition rate
Cost per hire
Number of applicants
Employee net promoter score
Rankings and scores on websites such as Glassdoor
Employee referrals
How can you develop an employee value proposition?
Now that you’re familiar with what an EVP is, the next step is learning how to develop one for your organization. We recommend taking the following steps:
Perform an audit: Look at your current brand identity. How do you communicate with and try to attract talent? What’s special about your compensation package, culture, or work environment?
Ask for feedback: Some of the most valuable information you’ll be able to gather will be from current and former employees. Use surveys, internal focus groups, and exit interviews to ask:
What attracted your people to apply to work for you?
What made them choose you over other companies?
What do people love about working with you?
How could you improve what you offer people?
Define critical points to include in your EVP: Using the information you’ve gathered, make a list of the things that make you stand apart as a great employer.
Draft your EVP: Now you’re ready to write an EVP focusing on what you can offer your ideal candidate. Aim to use language that’s clear, unique, and inspirational.
Evaluate your EVP: Your EVP doesn’t have to be static. Use the KPIs we mentioned above to revisit your EVP regularly to see if you can improve it.
Why should EVP be a part of modern HR strategy?
Your ability to attract, hire, and retain top talent is key to your organization’s capacity to succeed. A compelling, unique EVP is a critical tool in the effort to find and employ the best people.
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