London Gatwick
Employee Value Proposition
An Employee Value Proposition is a promise. And like any promise, it lives or dies on how it’s worded.
Most EVPs read the same: “A great place to work. Opportunities to grow. A culture of collaboration.” Swap the logo and you’d never know whose it was.
When the London Gatwick Talent Experience team asked MGA and me to create theirs, the job was to write something only Gatwick could say. Something candidates would believe and the people already working there would recognise.
The campaign landed and went on to win a Silver at the Employer Brand Management Awards.
Three questions worth asking of any EVP:
- Could a competitor sign it without changing a word?
- Would your current team nod or roll their eyes?
- Does it sound like a person, or a policy?
If the answers are yes, eye-roll and policy, it’s not an EVP yet. It’s a wish list.
Candidate brochure
