Back to Part Four – Understanding the Employer Brand
In Part 5 of our blog series on Talent Attraction, TalentSum’s Christopher Mengel explains the employee value proposition and helps you to think around this important issue. Use this post as a guide to help organize your thoughts and to get moving in the right direction.
PART FIVE – DEVELOPING THE EMPLOYEE VALUE PROPOSITION
Developing a compelling employee value proposition (EVP) is critical to improving your ability to attract, engage and hire people into your organization.
Think of your brand and EVP as a structure that will help you to frame (or support) all other messages, content and communication materials. (It’s very much like a coat hanger used to hang and shape the cloth over the actual hanger.)
The employee value proposition is the “give and take” (or contribution and the expected return) between the employee and the employer. A compelling EVP supports content/messaging, explains additional value outside of salary, benefits and perks, serves as a tool to engage prospective candidates and employees, and can differentiate your company and help it stand out in a crowd.
This might be a good time to drill down and show you how to build up the value proposition.
When building up a brand new employee value proposition, you should remember to keep the following in mind:
- Make sure your new EVP speaks to and resonates with our ideal prospects.
- Clearly identify the benefits and advantages candidates receive by working at your company. (similar to the employer brand promise)
- Your new EVP should convince others that your company is a better place to work than the competition. (Explain how it’s different; how it’s better)
- Your new EVP should be able to be delivered and understood within a few seconds (under 10).
It’s important to get this right because your new employee value proposition will be used to help guide (or drive) conversations with niche and target candidates in the future. To support those conversations, you’ll want your new EVP to cover the following:
- What work/career experience value is my company selling?
- What is the end-benefit of working at my company?
- Who is our target candidate for working at my company?
- What makes my company unique and different?
Here’s an example of a general EVP: “HP helps great people grow. We develop strong leaders who trust and respect our people, give them opportunities to stretch and achieve, and reward those who focus on the customer, drive innovation and help HP win.”
The general EVP explains what employees need to do and also what the company promises to deliver.
Here’s an example of a niche EVP: “For experienced technical sales representatives interested in continued career growth and financial independence, our company offers an in-house career development program and performance-based bonuses to those who take an active role in helping the company meet its obligations to its stakeholders and finding new ways to attract and retain customers.”
As you can see, the niche EVP speaks directly to niche/target audiences within niche sections of the career site and job descriptions.
Next time, we’ll discuss how to build your perception survey and create a list of questions (for employer, employees, and candidates) to support the development or validation of your employer brand and employee value proposition.
Continue to Discovering Your Company Core Values (Part Six)
Related to read:
- How to Conduct an Employer Brand Study
- How to Create an Effective Employee Value Proposition
- How CMO’s Can Build Strong Employer Brands
- How to Discover Your Most Effective Employer Brand Message
ABOUT THE AUTHOR
Christopher Mengel is the founder of TalentSum LLC, a strategic talent acquisition consultancy and best practices implementation firm. Some of the world’s most notable companies partner with TalentSum to activate a strong employer brand, attract more people who fit, improve engagement and experiences, and deliver high-performing cultures.
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