A powerful employee value proposition (EVP) is the compelling, authentic message that communicates the benefits of working for your organisation, distinguishing you as an employer of choice to attract the best people. It provides a truthful message about the benefits and challenges of a role, as well as a framework for your organisational goals and aspirations.
People are your organisation’s most important asset. In today’s candidate-driven market, potential candidates not only know their worth, but have access to resources such as the website Glassdoor, which provide an abundance of information about what it means to work for your organisation. The needs of candidates have shifted also, with research revealing their preference for opportunities to contribute in meaningful ways over other benefits such as salary.
A consistent, authentic, and compelling employee value proposition (EVP) will assist you in attracting the best people to your organisation and appeal to people who will work well within your existing teams.
Nicole Dorskind, Managing Director of talent engagement organisation ThirtyThree, reporting for Forbes states: “A consistent, compelling and coherent brand message will help you become a magnet for the people you want and need to employ. This is the first step to taking control, changing the conversation and appealing to the people who will thrive in your culture.”
Be authentic
There’s nothing worse than making a great new hire, only for them to leave because the position wasn’t what they were expecting. Start by being truthful about the experience people will gain by working for your organisation. Position yourself from their perspective and communicate the benefits as well as the challenges. (For the right candidate, the challenges of a role will be a point of appeal instead of a turn off!)
Match the realities of the role with an authentic message about your organisation as a whole. “A robust EVP is based on internal research and consultation.”
Engage in immersive research to reveal the truth about what your organisation stands for, as a truthful message is one based on internal consultation. Use objectivity to determine the predominate ideas and messaging.
Use creativity
While being objective in establishing an authentic message about what you can offer as an employer, Dorskind recommends using emotion to convey the message. Expressing this message creatively will help you connect with your target candidates and create a memorable impression.
Incorporate your aspirations
Strike a balance between your current business situation and your goals and aspirations. A powerful EVP can be a guiding force internally, while still being authentic and truthful. For example, Alex Fraser Group uses company values as both as an attraction strategy and a way to engage current employees.
Establishing a strong EVP will assist you in attracting, retaining, and engaging people who will enable you to achieve organisational success.
“Get this right and it more than pays for itself. An effective employer brand means that you’ll become an employer of choice, and build a pool of talent who will flourish in your business — not just for today, but for the future. With the right people working for you, you’ll have a more engaged workforce. And as we all know, more engaged workforces lead to higher performing [organisations]. Who doesn’t want that?”
How has your organisation articulated your EVP? Tell us in the comments, or get in touch with us to discuss opportunities to be featured.
Source
Style and substance: how to perfect your employer value proposition
Nicole Dorskind, Managing Director for ThirtyThree
Forbes
1 comment
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