Aligning your Employee Preferences with your EVP Activation Strategy
- Jay Kipps
- Apr 12
- 2 min read
Updated: Apr 15
Writer: Jay Kipps, Flint & Steel Inc.
Date: March 4th, 2024 | 3 min read
Building a great EVP is only half the battle. The other half? Making sure people see it, feel it—and believe it.
Too many EVPs sit unused: disconnected from hiring processes, unrecognized by employees, and invisible in content. If your EVP isn’t visible in how people talk, lead, and experience your organization, it’s just a document. You haven't really done your EVP Activation homework until it is a lived, shared experience.
Here’s how to activate your EVP through meaningful content, at scale, and with real employee ownership:
1. Translate EVP Pillars into Content Themes for better EVP Activation
Your EVP shouldn’t just be five adjectives on a slide. It should power specific stories, proof points, and creative across platforms.
At Flint & Steel we start off many of our employer brand clients with a reverse engineering process in which we begin our EVP development process by using your current brand representation to create a picture of your brand not as intended but as perceived by your candidate audience. The gap between and EVP intention and EVP perceptions can be very enlightening.
Action: Turn each EVP pillar into a set of campaign themes—like “Mentorship in Action” or “Growth Through Collaboration.” Then build content guidelines, prompts, and formats around each one.
2. Build an Always-On Content Engine
One launch campaign isn’t enough. Your EVP needs to show up consistently—across job ads, onboarding, internal comms, and social content.
Action: Create a content calendar and modular content system. Use AI-powered tools like The Martec Content Cloud to generate and manage EVP-aligned content all year long.
3. Let Employees Lead the Storytelling
Content is most powerful when it comes from employees—but most won’t speak up without support. That’s where structured storytelling programs come in.
Action: Launch an employee-generated content program with opt-in advocates, branded story prompts, and editorial support. Make it easy—and meaningful—for employees to share stories that reinforce your EVP.
4. Activate Internally, Not Just Externally
EVP content often focuses on recruitment—but activation must start inside. Employees should recognize themselves in your brand before candidates ever do.
Action: Use internal comms, onboarding, leadership messaging, and recognition programs to embed EVP narratives into daily experiences—not just campaigns.
5. Measure What Matters
Are people engaging with your content? Are the right messages reaching the right audiences? Is your EVP driving awareness, retention, or advocacy?
Action: Use campaign analytics and employee sentiment diagnostics to evaluate what’s working—and adjust where it isn’t. Your EVP should evolve with your people.
Final Thought
An EVP isn’t a campaign. It’s a commitment. And the best way to reinforce that commitment is through real stories, shared at scale, that reflect what employees actually experience.
🎯 Want to turn your EVP into a lived shared experience?
We help employer brand and talent teams activate EVP through scalable content systems, employee advocacy programs, and insight-driven messaging frameworks.
👉 Book a complimentary consultation ahead of the competition.
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