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The EVP is the new communications MVP for aligning current and future employees with their companies.
Author: WG Content
Last updated: 10/14/2024
Attracting and retaining great team members is hard – especially in healthcare.
Nearly 1 in 3 healthcare workers aren’t engaged with their company, making them twice as likely to leave for another organization. In fact, 48% of workers have left their employer because the job didn’t meet their expectations.
Change the conversation by creating an employee value proposition (EVP) to show your future and current team members just how your healthcare brand excels and why they should be a part of it.
Learn about employee value propositions, how to write them, and how your internal and partner agencies can use them to guide internal communications and employee recruitment messaging.
Want more committed team members? Show them what you’re made of! An employee value proposition can make a difference in recruiting and retaining staff who believe in your vision.
An employee value proposition (EVP) communicates the overall value of working with a company and the culture it promotes.
Particularly in healthcare, where all organizations aim to help heal and build a healthier community, an EVP helps your brand stand out from competitors. These summaries of beliefs and advantages really answer an employee’s question: What’s in it for me?
An EVP shares why a potential or current team member would want to work for your organization — but it goes beyond salary or benefits.
An EVP may include aspects such as:
Having a defined employee value proposition has many benefits. It can help you recruit top talent, reduce employee turnover (when you follow through on your promises!) and enhance your brand as an employer.
Before you write an EVP for your brand, you need to research:
Once you’re armed with this information, you can begin to write your EVP. Focus on the value your organization provides its employees, not just the perks.
Aspects you could include:
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Here are two great examples of unique EVPs.
The University of Iowa recently developed its EVP statement: “For dedicated staff in a wide range of professions who seek purpose and stability blended with a great quality of life, Iowa offers a mission you can believe in, support you can rely on, and a community where you can thrive.”
The University of Iowa team further broke the statement into supporting points that team members could recognize:
Support
Livability
Culture
Spice up your EVP with words that speak to who your organization and its people are about. Connecting brand, culture and patient experience can bring your employee value proposition from bland to inviting.
At LCMC Health, marketing, human resources and other teams created an actionable, personal approach to their employee value proposition. Listen to this short interview to learn more.
LCMC’s About page provides an excellent taste of what you can expect at their organization.
On its recruitment page, LCMC promises:
“We’re a team of committed, enthusiastic, and talented caregivers who wake up everyday knowing that healthcare is simply better with a little extra heart – and a whole lot of soul – sprinkled in!”
In both examples, the organizations offer shared language for team members that can be woven throughout employee communications and recruitment marketing.
Is a recent merger affecting your employee value proposition? Here’s how to work with internal partners through the transition.
Just like unique selling propositions help writers craft marketing content, EVPs help internal writing teams and partners craft more meaningful employee communications.
Having an employee value proposition can help guide you in creating a range of branded content, including:
Today, attracting and retaining top talent requires more than just a compelling benefits package. By creating a strong EVP, you can demonstrate your healthcare organization’s unique strengths, align current and future employees with your mission, and foster greater engagement across your workforce. An effective EVP shows employees not just what you offer but why they should be proud to be part of your team.
At WG Content, we craft clear, strategic communications that elevate your EVP and guide your internal messaging. Whether you’re refining your employee experience, improving retention or attracting the best healthcare professionals, we can help you shape messages that resonate. Let us partner with you to transform your internal and employee recruitment communications—ensuring they align with your brand’s purpose and goals. Reach out today to get started!
Your employee value proposition can be weaved into recruitment marketing tools, hiring communications, new employee orientation and employee welcome messages. You can also infuse your EVP in new team member features on your intranet.
Review your company employee value proposition at least annually. If key events, such as a merger, occur, be sure those EVPs align.
Yes, you can tailor your EVP for different employee groups, including remote workers, entry-level team members and clinical personnel.
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