The Client’s Pain Points
A leading digital healthcare provider were in desperate need for a strong employee value proposition strategy. This was evident from the fact that they were facing high lead time to get new talent onboard (includes the entry level positions), high cost per hire, high dependency on external agencies for talent sourcing (includes the entry level positions), high infant attrition, low satisfaction scores with Employees less than 1 year old. (Also see, Organizations neglecting their employee value propositions)
Being a high growth organization, the unfavorable human capital metrics were hemorrhaging the client’s growth plan, the profitability & overall brand equity. On the positives, they had strong advantages going their way – being one of the leading digital healthcare solutions provider, they had a great story to share, high impact in terms of improving the healthcare quality industry wide & enhancing quality of healthcare outcomes. All of these needed to be given a strong voice, brought to life, authentically to strike the chord strongly on the humane side of business model.
The approach to counter the above pain points was to build a compelling Employee value proposition strategy & resonant employer brand to differentiate in a noisy, crowded market & competitive industry. This entailed gauging the overall EVP capability maturity, post ascertainment of strengths, identifying the EVP pillars (in this case – purpose, organizational behaviors & total rewards), a range of possible employee value proposition strategy and employer brand projections, internal testing & continually monitoring EVP effectiveness across employees up to 1 year old in organization (Scope of work for this intervention)
To improvise on client’s pain points, we deployed the end to end discovery process – a tested process to develop the right employee value proposition strategy and Employer Brand for every client. We reviewed engagement surveys and exit data and ran focus groups across multiple employee personas – all across, the field staff, customer support teams, extended healthcare service providers etc.
We reviewed existing data on engagement, attrition and administered a number of focus group discussions & one-to-one discovery sessions with key stakeholders as well as engaged with employees in their day-to-day roles. In addition to developing intrinsic core premise, we ran competitor review process to understand what was being projected & highlighted in observable behaviors/cues across the market, simulating fully how the client’s core premise would be differentiated and how the authentic message would stand out.
Post the research & extensive data crunching, we formed our core employee value proposition strategy basis the strengths derived from EVP Capability Maturity Index, validated with strong feedback refining the core EVP and employer branding strategy. And, after more rigorous testing, we were able to shape a compelling employee value proposition strategy (predominantly focused on organizational purpose, primed with organizational behaviors & total rewards) that would deliver internally and externally, a unique employee experience.
In run-up to having the workforce resonate with the developed employer branding strategy, ascertaining & deploying is just half the efforts, the other half is to continuously monitor the deployed employee value proposition strategy with existing workforce & targeted talent pools. Through employee inputs we capture the extent to which EVP pillars are delivering on perceptional metrics – analyzing this information to deliver most value to employees and where one should continue to focus one’s efforts to drive the biggest impact on the employee experiences.
Deep partnering with the clients, we developed & reinforced the pillars for the EVP to act as a compass for core organizational messaging & positioning. The ultimate test of a compelling employee value proposition strategy’s authenticity and engagement is the degree of resonance with defined target group & degree of effectiveness. In our case, the EVP strategy is driving favorable impact, with existing workforce & talent pools, with the overall aggregate score of 76 (as see from the above effectiveness meter)
With the current score 76 on overall EVP strategy, the Cost per hire has reduced to half, & the lead time to hire entry level positions has dropped by 85%, & for critical roles, it has come down by 45% with further work to reduce this further. Attrition in the first six months has reduced by 65% already and we will keep seeing definite multiplier improvement improvising on the above pain points further.