How to craft a compelling Employer Value Proposition to attract top talent (with infographic)

One of the most effective ways to differentiate your company and attract top talent is to craft a compelling Employer Value Proposition (EVP). It helps you to articulate why your company is a great place to work, and what sets you apart from other employers.

‍Understanding the Employer Value Proposition 

Your EVP is the unique set of benefits and values that your company offers to its employees in exchange for their skills, experience and commitment. It’s what sets you apart from other companies and gives your employees a reason to choose to work for you. Your EVP should reflect your company's culture, values, and goals and provide a clear picture of what it's like to work for your organisation.

The importance of a strong EVP in recruitment

A strong EVP is critical to attracting and retaining top talent. In fact, a study by Glassdoor found that a strong EVP can result in a 30% increase in the number of job applications received by a company. It helps you differentiate your organisation from your competitors and communicate your unique selling points to candidates. A well-crafted EVP can also help you build a stronger employer brand, increase employee engagement, and reduce turnover rates. According to LinkedIn, companies with strong EVPs have a 28% lower turnover rate compared to companies with weaker EVPs.

How to define your EVP

To define your EVP, you need to have a good understanding of what makes your organisation unique. You should consider what your company culture is like, what values you prioritise and what benefits you offer your employees. You can start by conducting research by carrying out surveys, focus groups and interviews with current employees. Once you have gathered this information, you can start to identify the key themes and values that define your organisation. These themes and values will form the backbone of your EVP. You should aim for a clear and concise EVP statement summarising what you offer your employees and why they should choose to work for your organisation.

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Crafting a compelling EVP Message

Crafting a compelling EVP message involves turning your EVP statement into a message that resonates with your target audience. Your message should be clear, concise, and compelling. It should highlight the unique benefits and opportunities that your organisation offers its employees.

One effective way to craft a compelling EVP message is to use real-life examples of how your organisation supports and develops its employees. For instance, you could highlight a recent employee success story or showcase your organisation's commitment to training and development.

Communicating your EVP to attract top talent

Once you’ve crafted a compelling EVP message, you need to communicate it to your target audience using various channels. 

Company website: Your company website is often the first point of contact for potential candidates. Ensure that your EVP is prominently displayed on your website, such as on your careers page, about us page, or home page.

Job postings: Include your EVP in your job postings. This can help to attract the right candidates and showcase what makes your company a great place to work.

Social media: Use social media to communicate your EVP. Share photos, videos, and stories that showcase your company culture and highlight the unique benefits and values that you offer to your employees.

Employer branding materials: Use employer branding materials, such as brochures, videos, and presentations, to communicate your EVP. 

Employee testimonials: Use employee testimonials to showcase what it's like to work at your company. Share quotes or videos from current employees who can speak to the unique benefits and values that your company offers.

Unique recruitment ideas to showcase your Employer Value Proposition

Leverage social media: Social media is an excellent platform to showcase your employer brand value. Use platforms like LinkedIn, Instagram, TikTok and Twitter to share engaging content about your company culture, values, and employee benefits.

Employee testimonials: Employee testimonials can be a powerful way to showcase your employer brand value. Encourage your current employees to share their positive experiences working at your company on social media, your website, or review sites like Glassdoor.

Host virtual events: Host virtual events like webinars, Q&A sessions, or meet-and-greets to engage with potential candidates and showcase your company culture and values.

Create a video: Create a video that highlights your company culture, values, and employee benefits. Post the video on your company's website and social media platforms to attract potential candidates.

Employee referrals: Encourage your current employees to refer their friends and family for open positions. Offer incentives for successful referrals to attract top talent.

Highlight your diversity and inclusion initiatives: Highlight your company's diversity and inclusion initiatives to attract a diverse pool of candidates. Showcase your commitment to creating an inclusive workplace where all employees feel valued and supported.

Showcase your company's impact: Share stories about how your company is making a positive impact on society or the environment. This can be a powerful way to attract candidates who want to work for a company with a strong sense of purpose.

Measuring the success of your EVP

Measuring the success of your EVP is essential to ensure that it is effective and positively impacts your organisation. You should use a range of metrics to measure the success of your EVP, including employee engagement, retention rates, and candidate satisfaction.

You should also conduct regular surveys and focus groups to gather employee and candidate feedback. This feedback will help you identify areas for improvement and ensure that your EVP remains relevant and effective.

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Looking for more ways to improve your employer brand? Check out our blog with our top strategies to help you do it.

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