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Building Employee Value Proposition bottom up

How a telecom company built its Employee Value Proposition (EVP) from the bottom up using Synthetron online dialogues

Situation

The challenge of the HR department of a telecom company in a changing market environment was two fold:

  •  Maintaining a high level of motivation and employee engagement
  • Attracting the right people

Available material was too generic to help build the “who we are” and “who we want to be” pictures for the EVP.

 

Approach

First, the desired insight was identified: the components of the EVP (affiliation, culture, HR policies, way of working and job), then 6 business-critical target segments were recruited for 11 Synthetron online discussions in different languages over 3 days.

Synthetron designed the discussions to trigger all of our 3H components: behaviour (Heart), rational thinking (Head), and practicalities (Hand). People discussed what motivated them about the company, what they were less enthusiastic about, shared their aspirations and finally give their advice to the leadership.
After every discussion, participants were thanked and given a quick report, which created a lot of goodwill.
The management report was structured so as to give the global view of all segments and the specific insight per segment, in terms of drivers, image, mind-set and management implications.
Profile sheets indicated the starting level and drivers of engagement and how to improve or maintain it, the recommended tone of voice and finally what is common and different to other profiles.

 

Results

The report and following workshops helped to build the EVP of the company.
This new sharp and strong EVP has since helped to:

  • Build the internal employee branding plan
  • Rewrite job advertisements and find better fit candidates
  • Rewrite the internal career site and reach higher training rates
  • Launch new strategic employee programs

When you deal with a big company, it is not always easy to get the opinion of large groups of employees. Focus groups are time consuming and do not cover all opinions. Working with Synthetron has allowed us to involve a big part of the company when defining our Employee Value Proposition. The Synthetron process is simple, the outcome very valuable, and our people really enjoyed participating. Thanks to the chat sessions we now have a more realistic view about how our employees perceive us as an employer.

VP Employee Engagement Belgacom (Belgium)