Help Employees Be Part of Your Story

A recent NACS webinar discussed how to develop an employee value proposition and what that means for hiring.

August 13, 2021

Happy Store Clerk

By Sarah Hamaker

ALEXANDRIA, Va.—Are your employees telling your story? Do you have a story to tell both prospective and current workers? If not, then you need an employee value proposition (EVP).

“How your employees feel about coming to work for you on a day-to-day basis is what an EVP is all about—it’s like the employee experience,” said Joanne Loce, managing partner of Fortify Leadership Group during the NACS webinar, “Employee Value Proposition: Telling Your Story.”

The benefits of an EVP include:

  • Attracting people to come work for you
  • Establishing an emotional connection (an especially appealing feature to younger workers)
  • Providing a roadmap to managers of how to treat employees and customers

“Everybody has an EVP whether you’ve written it out or not,” said Chris McKinney, HR director for Victory Marketing/Sprint Mart. “An EVP demonstrates that you understand your employees as well as they understand your customers. It also increases engagement, which is tied to employee retention, better customer service and greater business results.”

For McKinney, one of the major benefits to have a formal EVP is that it “creates a consistent experience across the organization. … At Sprint Mart, we use it to clearly communicate to managers what it means to work here, often through the words of our own employees.”

Building an Employee Value Proposition isn’t difficult. Loce identified at least five building blocks of an effective EVP:

  1. The company brand
  2. Commitment to customers
  3. Values, a purpose and a mission
  4. Pay and benefits
  5. Development opportunities

Sprint Mart uses video recordings of its own employees talking about what it means to work for the company as a recruitment tool. “Oftentimes, we hear echoes of our EVP when we’re interviewing potential employees because of these videos,” McKinney said. He pointed out that when he first started at Sprint Mart, the storytelling in employee orientation focused more about the history of the organization. “While valuable, I noticed that new employees resonated far less with the company story than with what their own story at the company would be,” he said. “We’ve intentionally crafted an onboarding function within HR to reinforce … this sense of belonging and of being part of something bigger than just your store.”

You can watch all three webinars in the NACS Labor Landscape Webinar Series: Finding and Hiring Employees in a Post-Pandemic Economy here.

And for more learning opportunities in the human resources field, register to attend the 2021 NACS Show October 5-8, at McCormick Place in Chicago.

There are multiple human resources-related education sessions to pick from at this year’s Show: Building Customer Loyalty Through Employee Culture & Engagement (October 5), Recruiting & Retaining Employees: Roundtable Discussions (October 5), Stronger Together: The Business Case for DEI (October 5), Why Storytelling Helps Attract and Recruit Top Talent (October 5), How to Hire in the “New Normal” Labor Market (October 6) and YOU Can Create Disney Magic Too! Lessons in Leadership, Management, Culture & Customer Service (October 6)—and more!

Sarah Hamaker is a freelance writer and NACS Daily and NACS Magazine contributor based in Fairfax, Virginia. Visit her online at www.sarahhamakerfiction.com.

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