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EVP – Are we there yet?

Andy TaylorGlobal Employer Branding Director, Schneider Electric

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Who are Schneider Electric?

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To set the scene...

• Company grown greatly in last 10 years• Global Employer Branding focus is new• Stakeholder engagement a priority

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What have we done?

• Agreed objectives• Asked is EVP fit for purpose?• Stakeholder buy in • Business case for approach• Made friends! Internal Comms and Global Mktg

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The Employer Branding roadmap

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Our EVP Objective:

Define a global Employer Value Proposition (EVP) that articulates “Why Schneider Electric?” effectively and consistently

Which:-

1. Differentiates (from competition) and resonates with target audiences

2. Is based upon objective insight, utilising 3rd party expertise

3. Is aligned with corporate brand, values and culture

4. Focuses on being comprehensive and inclusive while allowing for regional, cultural and business tuning

Why?

To gain and retain the best talent

a fully developed EVP will provide the

strongest foundation to:-

1. Develop integrated creative toolkit

2. Build “best in class” Careers Site

3. Bedrock for strategy

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How?

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Now/Next

• Employer brand offers aligned with corporate brand• Narrative options to test• Launch• Creative development• Embed• Review• Refine

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Learning points

• You know what an EVP is but stakeholders may not• Views need to be heard and objectives made clear• The need to leverage 3rd parties• It’s your baby but the company’s EVP• Realistic timescales

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In summary

• To make it stick takes time• Insight is king• Love your stakeholders

Always have the end in mind

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