EVP Research That Converts Talent—Fast
Context. A leading UAE heavy-manufacturing employer asked Sapience to sharpen its Employer Value Proposition (EVP) to attract priority talent segments. We diagnosed perception gaps, sized the “convertible” pool, and pinpointed high-leverage EVP moves that shift candidates from awareness to application.
Objectives
Measure brand salience and sector attractiveness, map willingness to work over a three-year horizon, and isolate decision drivers vs. barriers to inform a focused EVP activation plan.
Approach
Mixed-mode quant (CATI + CAWI), N=1,000 UAE residents. Measured awareness, EVP importance vs delivery, and segment motivators (salary, safety, growth, innovation, work-life balance).
Key Insights
- Strong consideration headroom; many candidates are neutral and convertible.
- Barriers are practical: perceived physical demands, male-dominance, unclear total rewards.
- Five fix-first EVP gaps: safety & well-being, transparent rewards, career ladders & skilling, visible tech/innovation, workable flexibility.
Impact
Six-month EVP activation roadmap: career-site proof points, employee-led LinkedIn content, referrals, targeted portals. Closing the five gaps converts the neutral middle and lifts application quality without “spray & pray.”
