HCMx Radio: Does Your Organization Have a Compelling EVP?

You should be excited to get up everyday and go to work, just like you look forward to your weekend activities and seeing your friends and family. On average people spend more than 75% of their time at work, and in our research we find many individuals to be continuously dissatisfied with their jobs, culture, and work environments, leaving them in constant search of new opportunities. shutterstock_368269613 copy

High-performing individuals want to be part of a culture that values them as much as they value their work and their commitment. HR leaders need to be aware that employees continue to assess their workplace and that companies can be at risk at anytime to lose their key talent if they are not prepared to invest in their Employment Value Proposition (EVP).

In my latest HCMx Radio show, I interviewed Daria Friedman, Brandon Hall Group’s resident expert in the areas of talent acquisition, employer branding and employment value proposition (EVP).

EVP has been around for a while – it is a construct of what employers and employees value in each other, and it’s based on a series of pillars that describe different aspects of an organization’s relationship with its employees.  However, companies continue to struggle with how to make it impactful and effective. Brandon Hall Group’s recent EVP Research shows that only 15% of organizations have a well-defined and communicated EVP. Almost twice as many, 29%, don’t have any defined EVP whatsoever; 21% are in the process of defining EVP, and 35% have defined some elements of EVP, but it is not universally understood or adopted. If EVP is paramount to ensuring that companies can offer the most compelling message to attract and retain the best talent, then it’s time for more companies to prepare and plan to focus on EVP.

In particular, Daria shared the latest findings from our recent EVP research. Daria defines EVP, the importance of conducting research, and developing an EVP strategy and communicating it effectively. She also shares how Brandon Hall Group’s EVP framework helps guide organizations through the process, and offers compelling examples of the impact EVP has had on companies.

Listen to our episode to learn more about the importance of EVP, and simple tactics to address a complex topic, to help you get started or further refine your existing approach.

You can download the show anytime at the HCMx Radio site.

Rachel Cooke, Chief Operating Officer, Brandon Hall Group


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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.