Employee Value Proposition (EVP) and Employee Advocacy: Impact of Internal Perception in Shaping External Employer Branding

Abstract

This study examines the role of Employee Value Proposition (EVP) in shaping employee advocacy within the telecom sector in Pakistan, focusing on Jazz and Zong. In an increasingly competitive job market, organizations often communicate attractive EVPs to attract talent, but the disconnect between internal employee experiences and external employer branding remains a significant concern. This research explores how employees perceive their organization’s EVP and how these perceptions influence their willingness to advocate for the organization externally. Using a quantitative research design, data was collected through a structured questionnaire distributed to 300 employees. The study investigates the relationship between EVP, employee engagement, and employee advocacy, with employee engagement acting as a mediator. Statistical analysis, including descriptive statistics, correlation, and regression analysis, was conducted using SPSS and PLS-SEM. The findings suggest that positive perceptions of EVP significantly enhance employee engagement, which in turn increases the likelihood of employee advocacy. Despite the lack of statistical significance in some of the direct relationships, the results indicate that employees who perceive their EVP positively are more likely to advocate for their organization. The study highlights the importance of aligning internal experiences with external branding to build stronger, more authentic employer brands. The findings have practical implications for HR practitioners and employer branding teams in the telecom industry and other sectors seeking to improve employee engagement and advocacy.