Elevating your brand essence through an integrated experience
When an organisation’s EVP (Employee Value Proposition) and CVP (Customer Value Proposition) align, a powerful synergy that can drive stronger engagement, trust, loyalty and reputational esteem is created.
An EVP that emphasises a positive and inclusive work culture, opportunities for professional development, and a focus on employee wellbeing can create a workforce that is passionate, engaged and dedicated to providing exceptional customer service. This can lead to a superior CVP that emphasises a commitment to customer satisfaction, high-quality products and services, and a focus on meeting customer needs.
As the world emerged from the pandemic, demand for quality talent intensified dramatically. Labour markets across the globe experienced a seismic shift. Employees became increasingly circumspect and empowered to rethink their career choices and aspirations. The ‘big resignation’ became an unstoppable trend as millions of people moved to organisations who offered superior cultures, working conditions and remuneration.
Five steps to a strong CVP/EVP alignment
A strong CVP and EVP alignment can lead to a superior commitment to customer and employee satisfaction, high-quality products and services delivery, and a focus on meeting all stakeholder needs. Creating and communicating a compelling CVP/EVP starts with understanding your organisation’s culture and values. Here are five steps to help you achieve better alignment:
STAGE 1: DEFINE
Define your purpose (define your company’s “why” – it’s your reason for being and the things it stands for).
STAGE 2: ENGAGE
Understand and engage stakeholders (internal and external) – what drives them and motivates their buying/career decisions, and why they prefer your brand over your peers. Research will help deepen understanding, build advocacy and underpin decisions.
STAGE 3: IDENTIFY
Identify your unique, ownable value propositions (define the most redeeming attributes about your brand – products, services, culture and values).
STAGE 4: ALIGN
Craft a clear, concise and authentic CVP/EVP statements (clearly articulate why someone would want to engage/buy or work for your company in your authentic tone of voice). Alignment between your CVP and EVP should be seamless.
STAGE 5: COMMUNICATE
Bring your EVP to life (connect and engage your audiences with a unique, branding system using compelling language, imagery and graphics). Nuance the branding system to ensure it appeals
to your key stakeholders.
STAGE 1: DEFINE
Define your purpose (define your company’s “why” – it’s your reason for being and the things it stands for).
STAGE 2: ENGAGE
Understand and engage stakeholders (internal and external) – what drives them and motivates their buying/career decisions, and why they prefer your brand over your peers. Research will help deepen understanding, build advocacy and underpin decisions.
STAGE 3: IDENTIFY
Identify your unique, ownable value propositions (define the most redeeming attributes about your brand – products, services, culture and values).
STAGE 4: ALIGN
Craft clear, concise and authentic CVP/EVP statements (clearly articulate why someone would want to engage/buy or work for your company in your authentic tone of voice). Alignment between your CVP and EVP should be seamless.
STAGE 5: COMMUNICATE
Bring your EVP to life (connect and engage your audiences with a unique, branding system using compelling language, imagery and graphics). Nuance the branding system to ensure it appeals
to your key stakeholders.
Communication, both internally and externally, is crucial. Regular evaluation and evolution of your CVP and EVP are necessary to retain its freshness and relevance. A creative agency can assist by providing expertise in research, strategy, messaging and design. A specialist agency can also assist with a communications plan to effectively circulate your business story and ensure it resonates with all stakeholders (employees, customers, investors and the communities in which you operate).
Here’s how Collier Creative achieved this for global specialised industrial services company, Contract Resources:
Brand Spotlight: Contract Resources
Strategy:
Strategic Alignment:
Contract Resources collaborated with Collier to strategically align its Employee Value Proposition (EVP) with its Customer Value Proposition (CVP), recognising that this synergy would yield lasting advantages in brand consistency and performance.
People & Environment Focus:
The company’s key directive for its website communications was focused on improving talent acquisition and reinforcing its commitment to sustainability.
Assets Produced:
The website now boasts enhanced user experience, an employee-centric approach, and stands as a valuable recruitment tool, with a remarkable increase in candidate interest through the Careers page.
Execution:
Employee Involvement: CR actively involved employees to ensure the refreshed brand resonated with their preferences.
Confidential Feedback: Confidential interviews with key staff members allowed for candid feedback while maintaining anonymity, providing valuable insights.
Discovery & Brand Evolution: Workshops were conducted with employees from various departments throughout Contract Resources, to understand the company’s vision, values, personality, and competitive landscape, in order to shape a talent-focused brand.
Assets Produced:
From a comprehensive global PowerPoint template, to social media templates, professional photography, videos, and large-format signage empower CR to maintain their new brand identity.
Outcomes:
User-Friendly Resources: The creation of user-friendly branding tools and resources improved efficiency and employee satisfaction, creating a smoother work experience.
Remarkable Results: The investment in brand realignment exceeded expectations, significantly improving talent recruitment efforts, and resulting in a remarkable increase in candidate interest through their Careers page.
These elements all work together to create a brand that reinforces an organisation’s values and supports talent acquisition and retention, while simultaneously elevating the external perception of the company.
