Building a recruitment strategy that works is impossible if you don’t carefully tend to how potential talent and your current employees view you. Employer brand determines if they apply, how long they stay, and how they speak of you after they’ve left. Neglecting it makes it harder to secure new talent and keep hold of your stars.
Establishing your employer brand requires a well-crafted Employee Value Proposition (EVP) that will help you attract and retain talent by:
- Improving employee engagement and satisfaction by over 77%
- Reducing turnover by as much as 70%
- Increasing your reputation as an employer of choice
Creating a Compelling EVP
An EVP is a magnet to draw in talent who share your values and aspirations, inspiring them to join your journey. Before you put together your EVP you should know two things:
- What makes you, you?
Articulate what makes you different from others in your space in company culture, values, and goals. Organise a culture discovery day where employees can share their experiences, insights, and perceptions of the company culture through roundtables, focus groups, and storytelling sessions.
- Who are you trying to attract and retain?
EVP should also be tailored to the audience. What professionals need and want from an employer varies by industry, location, seniority, etc. For example, 80% of software developers want to work remotely, but for nurses, you might offer flexibility through job shares or set hours.
The answers to these questions create a compelling narrative around the opportunities you offer and why talent should choose you.
Putting Your EVP Into Action
Get your EVP statement working for you immediately. Here are three easy, low-cost ways to active your EVP:
Embed your EVP into all your internal and external communications
Everything you say should include your EVP. Whether it’s your job descriptions, team memos, or social media it should speak about your EVP. This way everyone, from senior management down receives a consistent understanding of what makes you a great place to work.
Track key metrics
To spot if your EVP is no longer resonating with candidates and employees track KPIs like turnover rates, number of qualified candidates per opening, and employer brand perception.
Regularly review your EVP and messaging
Ensure your EVP continues to meet candidate needs, reflect your culture, and support your business goals by reviewing and revising often. A full discovery and analysis of your on/offline brand footprint and internal stakeholder ecosystem will:
- Benchmark where you are today
- Determine if that truly reflects who you are as an employer
- Establish if that resonates for existing, new, and future employees
Based on that information you can adapt your EVP to become more compelling and make it work harder to attract and retain the best talent!
Check out Thrive’s Recruitment Marketing Playbook for the A to Z of activating your employer brand and attracting the right talent through digital recruitment marketing. If you’d like to learn more about how Thrive can help you thrive, we’d love to hear from you.
Thrive Recruitment Marketing is the leading employer branding and recruitment marketing agency for fast-growing businesses. We empower our partners to achieve their goals, scale up, and hire the right talent by aligning and activating employer and commercial brand strategies. The result – thriving businesses enjoying sustainable revenue and recruitment.