In a recent webinar, our brand strategy experts explored talent value propositions (TVPs), their theory, how they differ from employer value propositions (EVPs), and what it takes to activate one in the real world. We closed with a behind-the-scenes look at bp’s global TVP journey, which included challenges, insights, and standout successes.
What is a TVP, and how is it different from an EVP?
While your EVP defines your employer brand's overarching messaging, visuals, and tone, a TVP is more targeted. A TVP zooms in on a specific talent group, market, business unit, or demographic, helping you better engage distinct audiences with nuanced, relevant messaging.
TVPs can be market-specific (targeting audiences in culturally unique regions), group-specific (engineers, nurses, frontline workers), or demographic-specific (women, veterans, or underrepresented communities). They’re ideal when you’re struggling to attract or retain a particular group or to reposition your brand in a specific area.
The key distinction? Think long-term. If you’re investing in reputation and engagement over time, a TVP is the way to go. Whereas creative campaigns work best for urgent hiring pushes.
Understanding talent motivations
To create a resonant TVP, we go beyond the what and focus on the why. That’s where our KILOS model comes in. It captures the emotional drivers behind why people join and stay with an organization.
This model helps pinpoint your target audience’s unique motivations so your messaging can speak directly to their needs, expectations, and aspirations. It complements your existing EVP, enhancing relevance at every stage of the funnel from awareness to offer acceptance.
The bp retail TVP strategy in action
bp had a strong EVP in place, but its retail business required a different approach. With over 20,000 sites worldwide and millions of daily customers, retail plays a vital role in bp’s global footprint. Yet awareness was low: only 28% of surveyed talent associated bp with retail careers.
That disconnect created three significant challenges:
- Low brand awareness as a retail employer
- High turnover and limited understanding of BP’s retail career path
- Inconsistent attraction efforts across markets
The goal? Develop a global TVP that felt consistent yet flexible across markets, specifically the UK, Poland, Australia, and New Zealand.
Uncovering insights through layered research
With prior EVP research as a starting point, the team took a deeper dive into BP Retail’s unique needs using competitor audits, external talent surveys, internal focus groups, and senior stakeholder interviews.
What emerged was a nuanced picture of retail employment across different geographies. The insights revealed stark contrasts in competitors, customer behavior, and candidate expectations.
In short, the team delivered a future-proof proposition that aligned with BP’s evolving business model and the changing face of energy retail.
Looking ahead
bp’s journey highlights the value of crafting a targeted, insight-driven TVP. It’s a reminder that even the strongest EVPs must flex for frontline talent, global markets, and fast-evolving business models.
Whether navigating similar challenges or simply wanting to better connect with the talent that drives your business, a TVP could be the unlock you’re looking for.
To start a conversation on TVPs, reach out to an expert today!
