Employees experience your EVP in different ways. An effective EVP talks to different segments of your workforce allowing you to tailor both your messaging and how you deliver the employee experience throughout the life cycle.

Willis Towers Watson Media

As you can see from the segments in the diagram above, your EVP needs to cater for a diverse workforce as well as more flexible ways of working. There are three building blocks that will help you gain a full understanding of your employees and then tailor your EVP to meet the different needs you identify.

1. Segmentation

Segmentation is core to the effective design and delivery of your EVP.

Segmentation looks to categorise employees into groups based on key elements like pivotal roles, life stages and demographics to customise the EVP to elicit desired behaviour and performance.

It is likely that you have a lot of great data available that can be analysed to both identify the different segments in your employee population and also to understand their unique needs. This could include:

  • Engagement survey results to understand the current state and where to focus to drive greater engagement
  • Focus group insights specifically around EVP to more deeply understand attitudes, values and motivators
  • Other employee data like tenure, role or location. The insights gathered will allow you to segment your workforce and create personas.

2. Creating personas

The purpose of personas is to create reliable and realistic representations of your key employee segments, based on the research and analytics you have conducted. The personas you develop will:

  • Represent major segments of your workforce
  • Focus on their major needs and expectations
  • Aid in uncovering liked or needed experiences
  • Describe real people with backgrounds, goals, and values.

Personas help focus design decisions by adding a layer of real-world consideration to the conversation. They also offer a quick and inexpensive way to test and prioritise experiences throughout the development process.

3. Journey maps

Journey maps help convert research findings and analysis into a concise, yet visually compelling story, which employees across many levels of your organisation can easily understand and interpret.

This type of visualisation, based on your personas, describes the touch points and experiences that characterise your employees’ interaction with your organisation by activity or task, but there is also emphasis on the emotions involved.

You can use journey maps in different ways: to fix or find problems in the current state or to define roles and create new employee experiences in a future state.

By providing a clear narrative, the journey map visually illustrates the steps, processes, needs and perceptions employee groups have as they experience your company. It allows you to develop a segmented and a more personalised EVP experience by allowing you to:

  • Understand the steps employees go through to accomplish a particular task or interaction
  • Identify your employees key needs and behaviours
  • Pinpoint possible ways to improve the employee experience 
  • Identify areas where more understanding of the employee experience is required.

The outcome of segmenting your EVP is a defined employee experience that delivers a targeted, smart, balanced and unique EVP. It not only shows employees what to expect day to day, but also how to progress through their careers. It examines reflects what is important to each employee segment to allow you to personalise their work experience.


Willis Towers Watson Media 

Emma Longmore

Communication Leader, Australia