RallyFwd Virtual Conference - May 6, 2020 "When Life Reveals Your Real EVP" Debbie Celado, Head of Employer Brand & Recruitment Marketing for the Americas, Philips

1. © 2020#RALLYFWD
When Life
Reveals Your
Real EVP
Debbie Celado
Head of Employer Brand &
Recruitment Marketing for
The Americas, Philips

2. © 2020#RALLYFWD © 2020#RALLYFWD

3. #RALLYFWD © 2020
What you’ll
learn
1. What is an Employer Value Proposition and
how do you create one?
2. Ways to assess if your employer brand is
real and how to evaluate your EVP
3. How to lead with your EVP during a crisis
and moving forward

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What is an EVP?
“The Employer Value Proposition helps to provide a consistent
point of reference for everything you say and do. When it comes
to promoting a positive brand reputation and experience, EVP and
Employer Branding works side by side. They help you to attract,
recruit and retain talent within your company.”
-Universum: What is an EVP?

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How to craft an EVP
Positioning
Statement
Pillar 1 Pillar 2 Pillar 3
Proof point 1
Proof point 2
Proof point 3
Proof point 1
Proof point 2
Proof point 3
Proof point 1
Proof point 2
Proof point 3
StrategyResearch Application
Leadership
interviews
Employee
focus
groups
Existing
research &
data

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What has the crisis revealed about your EVP?
• Actions & behaviors of leaders
• Internal communications
• Media and PR
• Benefits
• Employee sentiment
• Attitudes during crisis
• Review sites
Do these
support or
discredit
you EVP?

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Continuing to
develop our people
• I am proud that our employees
around the world are stepping up
to support healthcare providers
and their patients in the fight
against COVID-19. We have a
broad portfolio of products,
services and solutions that can
help address the preparedness,
response and recovery needs of
an infectious respiratory
disease such as COVID-19
–Frans van Houten, CEO LINK
• Philips details plans to increase its
hospital ventilator production to
4,000 units/week by Q3 2020, and
introduces its new Philips
Respironics E30 ventilator with
an immediate production of
15,000 units/week LINK
• Leadership support, empathy
and care
• Added benefits to support
employees
• Measures to keep our
employees safe-Philips has
implemented personal hygiene
measures throughout the
organization, together with
business travel restrictions to
and from high-risk areas.
Moreover, we have implemented
a global ‘working from home’
protocol for all employees whose
roles can be carried out remotely
and who are equipped to do so.
This measure will also help to
maintain a safe working
environment for colleagues who
are carrying out business-critical
activities and need to be at a
Philips location to do so. LINK
• “As a company we remain
focused on our triple duty of
care to ensure the health and
safety of employees, fulfill
critical customer needs, and
ensure business continuity. I am
proud of the entire Sleep and
Respiratory Care team,
including Philips production and
supply crews, and the many
others across Philips who are
stepping up, collaborating
and driving this massive
undertaking including the
rapid scale-up of
manufacturing of urgently
needed products during this
crisis.”
-John Frank, Business Leader,
Sleep and Respiratory Care LINK
Evaluating your
Proof Points
• Look at all of the information
now available to you from the
crisis and plot them as proof
points
• Does this support or disprove
your messaging? Are you who
you say you are?
• Have you identified further
ways to differentiate?

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• I am proud that our employees around the world are
stepping up to support healthcare providers and their
patients in the fight against COVID-19. We have a
broad portfolio of products, services and
solutions that can help address the preparedness,
response and recovery needs of an infectious
respiratory disease such as COVID-19
–Frans van Houten, CEO LINK
• Philips details plans to increase its hospital ventilator
production to 4,000 units/week by Q3 2020, and
introduces its new Philips Respironics E30
ventilator with an immediate production of 15,000
units/week LINK

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Are leaders in a
place to think
about your
EVP?
Use research
based process
to inform any
updates needed
Based on
research,
conduct an
audit of
creative assets
Create new
assets to
support
updated EVP
Next steps if you need an EVP refresh

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Creating EVP led content going forward
• Look to EGC
• Everyday hero stories
• Examples of how the company
supported employees, customers and
communities
• Values in action
Using your pillars and new proof
points take the time to thoughtfully
plan content going forward

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Let’s #rallyfwd
• Pause and evaluate
• Create a carefully
crafted plan forward
• Align with stakeholders
where needed
• Be authentic
© 2020#RALLYFWD

12. © 2020#RALLYFWD
DEBBIE CELADO
Head of Employer Brand & Recruitment
Marketing for The Americas, Philips
Thank You!
/deborahcelado/
Debbie.Celado@Philips.com
@Debbiecel12