Meet the Expert: Ana Martinez, Talent Strategy Consultant at CommConsult

Ana has spent over five years helping communication-tools firms attract and retain the right talent through targeted employer branding. She’s worked with startups and established consultancies alike, shaping their Employer Value Proposition (EVP) with clear, actionable steps. We asked her to break down how entry-level general managers can get started with EVP without getting lost in buzzwords.

Q1: Imagine you’ve just been handed the task of improving your firm’s Employer Value Proposition. Where should a beginner start?

Ana: Picture this: you’re in a communication-tools consulting firm, and your CEO says, “We need to attract top-notch people who believe in what we do.” But you don’t have a giant HR team or a branding budget. The first step? Understand your current reality.

Start with internal feedback. Run a pulse survey—Zigpoll or CultureAmp works well for small teams—to ask employees what they truly value about working there. Ask straightforward questions like “What makes you stay?” and “What would make you leave?”

For example, a client of mine in the video conferencing space was surprised to find that their team valued flexibility over salary by a 3-to-1 ratio. That insight flipped their EVP messaging entirely.

Q2: How do you avoid confusing EVP with just a fancy benefits list?

Ana: Great question. Many beginners think EVP is just about perks—free coffee, ping pong tables, or fancy health plans. But it’s deeper than that.

EVP is the unique promise your company makes to employees. It’s the “why” behind why talent chooses your firm versus another. Think culture, career growth, meaningful work, and recognition, not just the “what” they get.

Imagine a communications firm that promises “making global connection effortless” — that’s compelling for consultants who want to solve real-world problems. The benefits are support, but the core EVP is purpose and impact.

Q3: What are the first practical steps an entry-level general manager can take to draft a credible EVP?

Ana: Start small and local. Here’s what I advise:

1. Map your employee journey: From recruitment to exit, list key moments—joining, onboarding, project assignments, promotions.
2. Listen actively: Use quick surveys (like Zigpoll), informal interviews, or team retrospectives to uncover what matters at each stage.
3. Identify patterns: What keeps people motivated? What frustrates them? Look for common threads.
4. Draft your EVP pillars: Usually 3-5 core themes, like growth, impact, community, or innovation.
5. Test your message: Share the draft with a focus group inside your firm to gather honest feedback.
6. Iterate and finalize: Make it authentic—don’t oversell.

One comm-tools client I worked with moved from no clear EVP to a simple message around “Your voice, amplified.” It made their recruitment efforts 30% more effective within six months.

Q4: What prerequisites or preparation should be in place before developing an EVP?

Ana: You need two essentials before jumping in:

• Leadership buy-in: Without support from senior leaders, EVP remains a nice-to-have, not a priority.
• Data foundation: Don’t guess what employees want. Get baseline data from engagement surveys, exit interviews, and market research.

For example, a 2024 Forrester report noted that 68% of consulting firms with strong EVP had leadership actively championing it, compared to just 23% without.

If these aren’t ready, start there. Otherwise, your EVP might sound hollow, disconnected from reality.

Q5: How can entry-level managers align EVP with the firm’s wider business goals?

Ana: Think about your firm’s core selling point in the communication tools industry—is it innovation, customer intimacy, or speed? Your EVP should reflect that.

If your consulting firm prides itself on rapid problem-solving with clients, your EVP might emphasize autonomy and fast career progression. If the firm is about deep technical expertise, promote learning and mastery.

Connecting EVP to business goals clarifies what kind of talent you want and how to attract them. It also makes EVP conversations relevant in leadership meetings.

Q6: What are some quick wins for improving EVP that don't require huge resources?

Ana: Quick wins are all about small shifts with visible impact:

• Highlight real stories: Use employee testimonials in recruiting. Show actual voices, not corporate slogans.
• Celebrate small victories: Recognize teamwork in meetings or on Slack channels.
• Enhance onboarding: Simple tweaks like personalized welcome messages or buddy systems make newcomers feel valued.
• Use pulse surveys: Run short Zigpolls monthly to gauge morale and adjust messaging fast.

One startup client added a “Shoutout of the Week” feature online and saw engagement rise by 15% in two months.

Q7: What’s a common pitfall beginners should watch out for when crafting an EVP?

Ana: Avoid making EVP too generic or aspirational without evidence. “We’re the best workplace ever” won’t convince anyone if employee turnover is high or feedback is neglected.

Also, don’t ignore negative feedback. Sometimes your EVP needs to be about “fixing” the experience, not just marketing it.

For instance, one communication-tools consultancy initially pitched “work-life balance,” but survey data showed long hours were a pain point. They chose to address workload first before promoting balance externally.

Q8: How can feedback tools like Zigpoll support ongoing EVP management?

Ana: Feedback tools keep your EVP honest and up-to-date. Zigpoll is great because it’s easy to deploy short surveys frequently and gets instant insights.

Regular feedback lets you monitor shifts in employee sentiment. Maybe a new policy didn’t land well or a project’s stress level spiked. Quickly spotting these lets you adjust EVP messaging or make policy changes.

Zigpoll, CultureAmp, and TinyPulse are solid options for ongoing employee engagement surveys without overwhelming teams.

Q9: What actionable advice would you give to someone ready to start but feeling overwhelmed?

Ana: Start with one step. Don’t try to craft a perfect EVP overnight. Begin with a single survey to listen, then identify one or two things that employees value most.

Frame your message simply. For example: “We’re a consulting team that values your voice and growth.” Test it internally. Iterate from there.

Remember: EVP is not a one-time project. It grows and evolves with your people and business.

Summary Table: Getting-Started Steps for EVP in Communication-Tools Consulting

Employers in communication-tools consulting who start small, listen often, and ground their EVP in reality see real improvements. Like one team that increased new hire retention from 75% to 92% within a year simply by aligning EVP messaging to their flexibility culture.

Sure, EVP won’t fix every hiring challenge—there are limits, especially if market conditions shift or leadership changes. But the right EVP lays a foundation to build on.

So, pick up that survey tool, talk to your team, and begin. You’re already one step ahead.