Securing a Standout EVP for a Global Fire & Security Leader

The Brief

Our Client is a well-known Global Fire and Security Business, providing their customers with essential systems, equipment and services. The business approached Cogito to undertake a competitor-led Employer Value Proposition (EVP) research project, focused on sales and engineering talent.

With the market for engineering and sales talent highly competitive, the client required in-depth insight into candidate motivators, employer brand awareness, and candidate expectations to shape a compelling EVP that enables them to become an ‘Employer of Choice’.

What We Did

Our experts designed and executed a comprehensive research project, combining in-depth competitor analysis, telephone interviews with prospective candidates, and desk-based brand and benefits benchmarking.

We identified over 1,000 professionals across engineering and sales functions and engaged in 101 in-depth telephone interviews to explore current perceptions of the client, motivational drivers for candidates, and their expectations from a future employer.

In addition, our people insights team reviewed and analysed the career sites, social channels, job adverts, and employee review platforms of 17 competitors. This allowed us to benchmark EVP elements such as working patterns, benefits, progression opportunities, and recruitment marketing best practice.

The Outcome

Cogito delivered a detailed EVP Report and feedback session outlining strategic recommendations across several key areas:

Improve the Brand Perception

While the huge majority of candidates had heard of the client, a large proportion had a neutral view, meaning that a positive impression of the culture and careers opportunities wasn’t getting through to them. We advised developing messaging that tells real employee stories, highlights career development and showcases the client’s scale and impact, while also addressing historic concerns around flexibility and support.

Shape the Proposition

Amongst the most valued factors by prospective candidates were pay, benefits, and meaningful work. We advised benchmarking salaries for hard-to-fill roles, promoting underleveraged benefits and clearly outlining career paths and training opportunities in order to create a proposition that resonates with prospective talent

Refine Recruitment Strategy

We identified a window of opportunity to target professionals approaching three-year tenure marks, as well as disengaged candidates at competitors. Demonstrating which platform was the dominant job search tool, used by over 90% of those interviewed, highlighted the importance of optimising the client’s presence there and taking an active approach to engaging with talent in competitor organisations.

The Legacy

The client now holds detailed, competitor-informed insight into its perception and proposition — with a clear roadmap to elevate its employer brand, strengthen its recruitment marketing, and attract in-demand sales and engineering talent.

For further information on how Cogito can support your business with unrivalled insights, visit:

People Insights | Cogito Talent