Leading candidates are getting 10+ recruiting calls a day. We must speak to what will resonate with them, especially in the case of a lateral move. We’re seeing that strong candidates have on average 3 – 5 solid opportunities on their plate and the differentiation between which they choose to move forward with often comes down to the Employee Value Proposition.
Employee Value Proposition answers the questions:
- Why should prospective candidates come work for your company?
- What are the set of unique contributions you could make to their lives for a complete, and fulfilling, employee experience?
- What can you offer them that your competitors can’t?
- Why would they not only want to join your organization, but also perform their best work for you every day?
- Opportunity (career advancement, challenge and self-improvement, formal training, on-the-job learning, evaluations and feedback, personal development, company growth rate)
- People (company culture, relationships and camaraderie, reputation of senior leadership, quality of management and coworkers, trust, collaboration, team spirit, team-building activities, and events)
- Organization (market position, company reputation, quality of product/service, company mission/vision/values, diversity, social responsibility)
- Work (job-interest alignment, challenging/fulfilling tasks and responsibilities, work-life balance, quality of projects, innovation, intellectual stimulation, impact the role plays in fulfilling the company vision)
- Rewards (salary, bonuses, health and retirement benefits, disability, holidays and vacation time, paid leave, remote work, tuition benefits, share ownership, and the level and fairness of compensation)
Employer brand is how people outside of the organization perceive what it’s like to work there. It’s the sum of the company mission and vision, its culture, and the benefits it can offer employees. The Employee Value Proposition specifically describes the benefits a candidate will receive in exchange for the skills, capabilities and experience they will bring.
What will make candidates respond to outreach? How will they perceive your organization? What does the role and organization offer that their current company does not? Which tangible benefits (salary, health benefits, PTO) and intangible benefits (recognition, challenging work, flexible environment) that you offer are most important?
What ultimately made current employees decide to come work for you? Have their expectations of the company been met (or exceeded)? How? What makes your organization unique? What tangible benefits offered by the company are most attractive to them (and why)? What intangible benefits are most attractive to them (and why)? What’s been the most fulfilling thing about working for your org? What would they change if they were in charge?
What initially drew former employees to your organization? Were their expectations met? Why did they ultimately leave? What did the employee experience lack that would’ve made them stay? What did they appreciate most about working for your organization? What would their advice be to a jobseeker who wanted to know about the company?
To attract and land the industry’s top talent, you must have an Employee Value Proposition that truly stands out. It should be compelling and differentiate your organization’s offer from your competitors. If you cannot immediately articulate your company’s EVP, it’s time to create one or reinvent it to effectively share your story with prospective candidates.