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Developing an EVP in an

imperfect world

Steven BrandRecruitment Marketing & Employer Brand Manager

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• How and why we built the Deloitte EVP

• Stakeholders and how we socialised it

• The impacts that had, and the benefits

we’ve seen

• The lessons we’ve learned about an EVP

in the real world

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Why develop a central proposition?

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Where you’re aiming to get to

• The intersection point where opportunity for distinction,

credibility of offer and interest of candidates meet

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Delivered us 4 Brand Pillars

• Areas we can credibly claim mapped against those with a relevance

and interest to our audience

• Covering a variety of topics

• Ownership by team and service line is built in

• They do not all need to be true for every piece of work we do

• The final step was to further condense these down into a single,

encapsulating statement – our essence and our starting point

So, we have our EVP. But that’s the easy bit…

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The challenge?

• How do we bring it to life

• How do we share it across a 15,000 person firm

• How we do bring cynics on board

• How do we ensure it can sustain itself

• How can we make it meaningful

The answer? It’s not ours, it’s everyone’s

• A fundamental objective for us had to be how can we make sure it belongs

to everyone

• So we don’t develop in isolation, we involve a variety of key stakeholders

• And we don’t focus only on our launch timeline – we embrace

collaboration with the wider business

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What we did

• Socialised EVP via sessions with:• Leads in Experienced Hire and Student Resourcing

• HR Directors in each service line

• Talent Partners for each service line

• UK firm Managing Partner for Talent

• UK firm HR Partner

• CMO and Head of Brand

• Comms journey and purpose:• Early briefing with HR Partner and Chief Marketing Officer to help

shape the project

• Outputs and journey shared with full stakeholder group

• Sessions kept small, short and personal

• Bespoke presentations for different audiences

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Bringing it to life: Tying in with purpose

• Big focus on our agenda for 2020

• Strong link to the strategy of our re-elected CEO

• Both heavily influenced by our purpose

• High visibility of purpose globally

Therefore:

• Work closely to ensure we’re not side-lined or derailed

• Leverage relevance of purpose to our audience

• Raise profile of our work by association

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What have we learned?

• That this isn’t grown in a lab in sterilised conditions

• There’s no such thing as the perfect time

• You can launch. You don’t have to LAUNCH!!!

• That your project might belong to you, but your EVP belongs to the

firm…

• …which makes it hard to rigidly dictate timings, launch dates, outputs…

• …and will mean sharing, tweaking and changing constantly as you progress through

stakeholders.

• That all of this leaves you with something that will land better,

resonate stronger, last longer and work much harder for you than

something developed in isolation can ever do.

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In conclusion

Embrace your stakeholders

Take your time to get it right for them

And start to share it when you’re ready

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Examples of work

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Real Estate: bringing projects to life with unusual photography

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School Leavers: Placing them in the centre of the business world

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