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Have You Adapted your EVP to the “New Normal”?

The needs and priorities of job seekers have changed drastically – and meeting their needs is crucial to developing an attractive employer value proposition. In the “new normal”, organizations must adapt their EVP to the increasing number of job seekers. 

At Envol, we are optimists; always looking for the opportunity in every situation. To our surprise, despite the many challenges COVID-19 has presented, we didn’t have to look too far to find the opportunities.

For one, what if we told you that the “new normal” was built on mass collaboration, diversity, collective intelligence, and explicit commitment-making?

What does that mean for your business?

Simply put, organizations that adopt the new skills and ways of thinking in the post-COVID-19 era will outlast those that do not. Moreover, as CERB and other government programs come to an end, candidates will choose to work for organizations that align with their wants and needs for working in this “new normal.”

Don’t believe us?

Here are the facts: 75% of job seekers consider an organization’s employer brand before even applying for a job (LinkedIn); 93% of job seekers say it is important to be informed about the company’s culture, values, mission, and future plans before accepting a job offer (Glassdoor); 50% of candidates would not work for a company with a bad reputation (TalentNow).

We know what you’re thinking: “If only we knew what their wants and needs were!”

The good news is we’ve been tracking candidate trends to understand what matters most to employees and candidates in a post-COVID-19 world.

In the “new normal”, candidates value stability, transparency, flexibility, purpose & ethics, and work atmosphere. As stakeholders, ambassadors, and creators of your employer brand, ask yourself these questions to determine the areas your EVP is living up to its standard — and the areas it might need some tweaking.

Employer Value Proposition Framework

Answer these questions to see how your EVP lines up with the needs of candidates post-COVID-19.

Stability Transparency Flexibility Purpose & Ethics

Work Atmosphere

How are you supporting your employees’ financial concerns and well-being?


What changes to your benefits plan have you made to make these more accessible to employees?

How did you communicate with your employees during the crisis?


What did you communicate, and in what frequency?


What platforms did you use?


Who is responsible for communicating with employees?

How are you supporting employees that have transitioned to working from home?


As you plan to return to the office, are you going to maintain flexible procedures?

What feedback are you receiving from your employees about your response to COVID-19?


Is this feedback in line with your current EVP?

How are you keeping your employees engaged and productive? How are you building human connection?


How are you creating (and maintaining) a positive culture?

(Especially with work environment changes like Plexiglass dividers and empty seats!)

How has your organization supported employees that were furloughed or temporarily laid off? How transparent have you been with your broader community?


Do your competitors and peers know what you are doing to support your employees and customers?

How have you adjusted your hiring practices to accommodate during the COVID-19 pandemic?


How are you ensuring that all necessary teams are included in the hiring process?

What do you say about your organization externally? Is this aligned with what you know to be true inside the organization?


What makes you proud to work at your organization?

What challenges are you facing with employee morale? What’s inspiring your team right now? How might this impact new talent entering the organization?

Having read through these values, we encourage you to reflect on your organization’s response during the COVID-19 pandemic from the candidates’ point of view. How has your organization fulfilled, or failed those needs? The way your organization shows up during a crisis is a tell-tale sign of whether your EVP is robust and delivering what it promises.

Ultimately, you have to ask yourself: how do your responses to the above framework support or disprove your messaging? Are you delivering on what you believe to be your Employer Value Proposition?

At the end of the day, the most important aspect of your EVP is truly living it.

So: that EVP upgrade you’ve been putting off for years? It’s time to pull it out of the drawer, take a hard look at the values that have stayed core to the organization, and those lost in the fray. Adapt your EVP to the new normal, deliver on it, and the talent will come to you.

Ready to take the next step? Check out our COVID-19 Employer Brand Audit to take your employer brand to the next level!