The Employee Value Proposition Impact : Developing an Application for Companies to Measure its Effectiveness

Sammanfattning: This project has been carried out by request of Universum Communications AB, a global market research company, specialised in the field of employer branding. Many of Universum’s clients are global companies with operations in several countries. From an employer branding standpoint, having people hired in different countries, comes with its challenges. On the one hand, most organisations want to communicate a consistent employer brand globally and on the other hand an employer brand that is perceived as attractive in one country, might not be attractive in another. Hence, it would be valuable for many global HR directors to have a tool that enables them to assess and compare how well their EVP resonates in different countries. The aim of this project is to build a demo version of such a tool, in order for Universum to evaluate: 1. Its usefulness for Universum’s clients. 2. If it could be incorporated into Universum’s product offering. The result was a web-based application that provides a global overview of a company’s EVP. The result is visualised on a world map and each country is colour coded according how well the company’s EVP resonates in the respective countries. The application gives a strong indication of how relevant and important it is to communicate different company attributes in different countries and provides the user with a holistic view of the result. Hence, the application proved useful in evaluating if Universum’s clients would benefit from such a tool and if such a tool should be incorporated in Universum’s product offering.