6 Tips on Crafting a Talent-Winning Employer Value Proposition

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Today’s Question: In order to build and advertise a great employer brand, you need to start with a unique employer value proposition (EVP). What are your tips for crafting (and living up to!) EVPs that attract talent?

1. Be Unique and Authentic

Is your job description high-level HR fluff, or does it proactively address the questions a candidate is going to want to know? What makes your company’s product or service unique? What is making your company successful?

Does the description sound like it’s coming from a real person? Here’s a test: Read one of your current company job descriptions out loud. Now, would you say the same thing to someone in person sitting across the table?

    — Paul Freed, Herd Freed Hartz

2. Focus on What Inspires Your Workforce

Whatever you do, don’t craft an employer value proposition to attract talent. EVPs, like corporate mission statements, tend to be full of professional jargon that isn’t very inspirational. Instead, start by asking employees what makes them want to get up every morning to get to work. (Side note: If they say they don’t want to get out of bed but need the paycheck, you have bigger work to do.)

Do they get to help people? Do employees get to work on awesome projects they brag about to friends? Is the CEO a former soccer player, and do most employees spend lunchtime playing full-field, club-level soccer? Do 50 percent of all profits get distributed to employees as a bonus every quarter? Use the things that inspire existing employees to attract new talent. This is a double bonus. You won’t attract just any talent – you’ll attract exactly the type of talent that is looking for the experience your company offers. They will be more likely to stay and be productive after they are hired.

Oh, and after you’ve created your list of reasons employees get out of bed every day, you can call it an “employer value proposition” if you want.

    — Joe Weinlick, Beyond

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