This post is the fourth post in a series running throughout 2022 taking a deep dive into the new era work. This post is all about your employee value proposition and the employee experience. You can catch up on previous The People & Culture Office posts here here and here.
Hands up who is struggling to recruit quality talent in the current climate 🙋🏼
Attracting interest from job seekers requires you to shift your thinking from what you want from candidates (i.e. requirements of the role) to what you have to offer prospective candidates
Thats Employee Value Proposition (EVP) in a nutshell – what you can offer, but more than that, what you can offer thats over and above what your competitors have to offer.
Or as I like to refer to it, what’s your secret sauce
Let me explain –
If I say Big Mac where does your mind go? The Big Mac Special Sauce right? 🍔
Macca’s have built entire marketing campaigns around the special sauce, it’s what the Big Mac is known for.
As an employer what’s your special sauce? What are you known for? What do your current and prospective employees associate to your employer brand?
Think about Google and how they entice tech guru’s to join their ranks. They put a lot of effort into defining Google as a place that values employee wellbeing by having onsite wellness centres and rest pods, they encourage employees to take time away from work to volunteer in the community, they have games, breakout spaces, hybrid work models. The underlying theme is “we want to make you and your individual values, interests and wellbeing at the forefront of your employee experience with us.”
Imagine now that you’re just one of many in your industry operating a business in your geographical location
- You offer the same rosters as everyone else
- You offer the same earning potential
- The same stock standard benefits
When someone comes to work for you they really could be working for any one of your competitors….
….. unless you can offer an employee experience that sets you apart
This is your special sauce
Your Employee Value Proposition is what encourages people to come and work for you. It should be broadcast throughout your recruitment advertising and campaigns.
Your EVP consists of appealing financial and non-financial benefits. For example in caring industries the intrinsic rewards that come from making a difference to someones life is a big driver. Having quality leadership & treating your employees as individuals is another (read how being good at your job doesn’t necessarily make you a good leader here), competitive remuneration that aligns to your values and how you see yourself as an employer.
The key is to articulate your brand and the values that drive your organisation as a consistent message across recruitment, compensation & benefits, policies & procedures, customer service and stakeholder engagement – every time you communicate with employees and the community you are building your brand and your EVP.
We can do this for you, experience a bit of our magic. 🪄
We will have a lot to unpack in the coming months, so if you don’t already, follow us on our socials here and here, navigate back to our blog roll and sign up for newsletters, or, follow me on Linkedin for regular education posts just like this.
Check back in with us at the end of April for a special guest post on psychological safety by Kylie McLerie of Collective Culture Consultancy.
It’s time for HR to move beyond policies, practices and processes, HR’s value proposition to business is to ensure HR professionals and their practices’ produce positive outcomes for key stakeholders, employees, line managers, customers and investors.
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