What is Employee Value Proposition (EVP) and Employer Branding 

The Employee Value Proposition (EVP) is the set of attributes that employees and candidates perceive as the value they gain from working for a specific employer.  It is made up of attributes related to the Work Setting; Growth Opportunities; Rewards; Culture and Values; and People.   The Employment Brand is how organizations communicate that EVP to the external labor market to attract candidates.


What can I use this data for? 

Having a compelling, authentic, competitively differentiated EVP enables organizations to attract and retain top talent.  Organizations designing or refreshing their EVP need data to inform their decision process.   Organizations working on improving their Employment Brand also need to understand how competitors are positioning their EVP to inform how they can improve their own EVP communications.   And recruiters can also benefit from knowing how competitors for their target candidates are positioning their EVP so that they can develop competitive talking points.


TalentNeuron’s EVP data helps you answer the following questions:


  1. What are the EVP attributes that my peers are mentioning in their job postings?  How can we ensure that we are both competitive and clearly differentiated?
  2. How competitive are we relative to our peers in our EVP offerings mentioned?
  3. What EVP attributes are more commonly mentioned and what are some newly appearing EVP attributes to be aware of?
  4. How are my peers communicating about their EVP in their job postings?  How can we more effectively communicate our EVP to make it visible to candidates?


Acquire: Where do we get our EVP data? 

To identify EVP Attributes, we monitor job postings from thousands of sources, including job boards, corporate sites, partner feeds, news sites, staffing websites, and applicant tracking systems. Learn more about our demand data


Organize: How do we prepare our EVP data for analysis? 

Job postings are written in any format the employer sees fit. When data is unstructured like this, it must be cleaned and prepared before it can be analyzed. Cleaning and preparation can include translation, stripping punctuation and special characters, and removing extraneous text not related to the job or the extracted EVP Attribute. 


Each EVP Attribute in our library of identified job attributes is manually assigned a category. This category provides additional context on the meaning of the EVP and allows users to filter and focus only on the types they care about. Currently, we sort EVP into the following mutually exclusive categories: 


  • People 
  • Work Setting 
  • Growth Opportunities 
  • Rewards 
  • Culture and Values


Each of these 5 categories is further broken down into over 400 attributes. TalentNeuron has developed a method to identify and extract relevant mentions of these attributes in each posting.


Analyze: How do we calculate EVP?

Within each of the 1.3 million job postings we process each day, we look for any of the 400+ EVP Attributes currently in our library. This process is automated, and each job posting is tagged with the EVP Attributes it contains. After identifying the EVPs found in job postings, we can provide counts as well as insights on who offers which EVP Attributes. 


Deliver: How do we represent our EVP data?  

We typically represent EVP data either as a count or a percentage of job postings that match your search criteria and contain a specific EVP Attribute. 


More about EVP: 


How is your EVP database compiled? How do you identify a new EVP? 

We rely on a variety of methods to keep our EVP inventory as up-to-date and relevant as possible. Our approaches can be classified as user-driven, research-driven, and automated. 

  • User-driven: We invite users to report a specific EVP that we’re missing or to send us a list of EVPs they’d like to see added to our database. We review all submissions to determine whether they are relevant and appropriate for all users and can react very quickly to these suggestions. 
  • Research-driven: Our team includes a dedicated group of researchers who proactively identify new EVP. These researchers review company and job profiles, research HR publications, and set alerts to be notified when the media discusses Employee Offerings among other things. 
  • Automated: We rely on several fully or partially automated methods to continuously look for new EVP. For example, we use advanced natural language processing to examine recurring words and phrases in job postings for potential new EVPs to add to our database. 


How often is your EVP database updated? 


We continuously add, remove, and modify EVP Attributes in our database in response to feedback from our users and recommendations from our research team. These revisions immediately affect job postings harvested after the update is made. For example, if we add an EVP to our database, that EVP will be identified in new job postings going forward. 


However, changes to EVPs can’t be applied to already-harvested job postings until we’re able to reprocess our historical postings. For example, if we remove an EVP from our database, that EVP may still appear in your search results until all historical job postings are reprocessed. 


We regularly reprocess our job posting database in batches and are working on ways to increase the size and speed of these batches to minimize discrepancies when EVPs are added, removed, or modified.