The 9 Pro Tips to Building a Strong Employee Value Proposition (EVP) to Attract Top Talent

Step into the talent battlefield, folks! The gauntlet has been thrown down. It's time to weaponise your employer brand and thus your employee value proposition to attract the crème de la crème of talent. It’s time to grab this bull by the horns. 

 

In today's fiercely competitive talent landscape, the importance of a strong EVP in attracting top-tier talent cannot be overstated. The demand for fresh, innovative minds is ever-growing, yet companies are struggling to keep up with the pace. Amidst this scenario, a potent weapon in an organisation's arsenal is its EVP. It's the magnetic force that draws top-notch talent to your organisation and keeps them engaged. This comprehensive guide is all about building and leveraging your EVP to win the talent acquisition game.  

Don't just take our word for it. LinkedIn’s 2022 report states 72% of recruitment leaders worldwide are shouting from the rooftops about the huge impact a good EVP has on hiring. (1) 

1. Understanding the Role of EVP in Recruitment 

 

SO why is EVP the secret sauce to quality talent recruitment? It's your very own corporate aurora borealis, radiating the ethos of your organisation into the dark corners of the talent world. In a market with limited available talent, it’s critical to get on the radar of passive job seekers (those not actively looking). 

A strong EVP needs to resonate with the aspirations, motivations and values of your target audience. It embodies your company's values, culture, mission, and most importantly, it's not just about what you stand for, but also about the opportunities you offer, the experience new employees can expect – the scope for growth, the potential for learning, the thrill of exploring new horizons. 

A whopping 75% of candidates will research a company’s EVP before applying for a job. (2) 

That's almost 8 out of 10 candidates voting with their feet and choosing employers that resonate with their aspirations and values. That's not just a statistic, my friends, that's a revolution! 

 

2. The Making of a Resilient EVP 

Rome wasn't built in a day, and a resilient EVP doesn't just happen overnight! It is carefully crafted, nurtured over time, and becomes one of the organisation's core strengths. It requires consistent messaging, authentic experiences, and most importantly, living up to the promises you make. 

Developing a strong EVP starts with an honest introspection. Identify the unique qualities that make your company a great place to work. These might be your core values, commitment to employee development, or even your unique working environment or purpose-led mission. Once you've identified these unique selling points, you need to communicate them effectively and authentically.  

Transparency is key in this process. Clear, honest communication about what it's like to work at your company, the values that guide your operations, the culture that employees enjoy, and the opportunities for growth and advancement that awaits, can create a magnetic pull even for the most passive job seekers. 

 

According to a Harvard Business Review, at least 80% of current employees at a global scale find the EVP promised during recruitment process doesn’t match the culture. So, its not just fluff but a real gap that needs to be filled. (3) 

 

Hot Tip: Make your communication crystal clear, authentic and avoid corporate mumbo-jumbo.  Focus intently on your company's unique (and genuine) selling points (USPs) and make sure you shout them from the rooftops (or, you know, on LinkedIn, at the very least). 

 

3. Standing Out in a Competitive and Noisy Job Market 

 

The job market is a rowdy, chaotic school playground, and in this wild rumpus you need to be the kid everyone wants to play with. And how do you do that?  

To start, it's vital to identify your unique voice that is true to your organisation’s values. This isn't your corporate language or the lingo of your marketing team or copying the buzzwords of catchy brands like Google or Atlassian. Nope. This is your own unmistakable voice that tells your unique story. It's the language of your culture, and your commitment to your employees. For the public sector in particular, it’s homing in on your competitive advantage, your purpose-driven mission. Millennials and GenZ now make up the majority of the working population, and the overwhelming pull piece is a meaningful role that has a tangible impact. 

Remember, candidates aren't just looking for a job; they're looking for an experience. According to Google for Jobs, at least 70% of job seekers research a potential employer on Google before applying (11). So, let them know! Show them what's unique about your company, what sets you apart from the rest. It could be your inclusive culture, your best-in-class training programs, or your Friday afternoon team-building activities that might involve a competitive game of ping-pong. 

 

4. Investing Big in an Effective (not Flashy) EVP 

 

First off, let's reiterate what we mean by an "effective" EVP. An effective EVP, is one that is unique to your organisation, aligned with your strategic goals, and above all, truly reflective of the experience employees can expect when they join your team. It's your brand promise to your employees, and it's what sets you apart from the competition. 

Remember the kid in school who had the flashiest lunchbox but the soggy sandwich? Yeah, you don't want to be that employer. In short, it's not about making the biggest noise; it's about making the right noise. So, what's the "right" noise, you ask? It's an EVP that offers genuine value, like meaningful work, career development opportunities, a positive culture, or a competitive compensation package. 

 LinkedIn’s 2023 Future of Recruiting Report states 60% of in-house recruitment leaders predict their EVP investments will increase this year. (4) 

It's time for an EVP review. Dust off that old EVP and give it a good once-over. Is it all style and no substance? If your EVP is more about surface shine and less about depth, it's time for an overhaul. 

Investing in an EVP is about building a sustainable proposition that attracts, retains, and engages top talent. It's about crafting an irresistible symphony that strikes the right chord with potential employees and convinces them that your company is the place to be. 

 

5. Building Engagement and Trust Among the Gen Z with Your Employer Brand 

 

The Gen Z (those born after 1996) are the new generation of Graduates strolling into the workplace, and they're not here to play by your grandfather's, your father's, or even your big brother's rules. These digital natives are looking for authenticity, engagement, social impact, and trust from their potential employers. So, how can your employer brand deliver on these expectations and win over this new, formidable crowd? 

 

According to Deloitte study, at least 50% of Gen Z candidates are inclined towards organisations that have a positive impact on the society.(5) 

 

 They want to engage, participate, and feel connected to the bigger picture or end-user impact. This is where your EVP comes into play. Born into the age of the Internet, where everything can be Googled, Gen Z has a highly tuned radar for anything that smells of insincerity. In a world where they can swipe left for a better match, they won't hesitate to do the same with potential employers.  

Even at this entry-level end of the market, savvy graduates are hunting for more than just a job. They're on the lookout for career launching pads and your brand is the launch control centre.  

Action Point: Not sure where to start? Start implementing regular feedback sessions with your Gen Z employees. Make them feel heard, understood, and valued. This is your golden opportunity to understand their needs and tailor your employer branding strategy accordingly. 

 

6. Promoting a Diverse and Inclusive Brand 

 

It's 2023, and the times, they are a-changin'. You don't need Bob Dylan to tell you that. In an increasingly diverse society, the importance of diversity and inclusion cannot be overstated.  

Even Graduates today are highly conscious of diversity issues and are more likely to choose employers who value diversity and inclusivity. If you're not up to it, they'll walk right past you without a second glance as they value representation and want to see a workforce that mirrors the pluralistic world they live in.  

Moreover, an EVP open to a wider spectrum will accumulate a richer talent pool that fosters creativity and innovation within your organisation and is more representative of today’s society. It is now more critical than ever to make a sincere effort to promote and execute your diversity and inclusion measures through your recruitment materials, on your career site, and through social media. 

 

According to PWC, more than 80% of survey participants would consider their employer’s stand on Diversity and Inclusion when deciding to work or not to work for them. (6) 

 

7. Ensuring a Positive Candidate Experience 

 

First impressions matter, folks! Remember, every interaction with a candidate is like a first date. And you don’t want to be the company they 'ghost', do you? 

Why? Well, because the answer will knock your socks off. Virgin Media's Candidate Experience survey delivered a jaw-dropping revelation - 18% of candidates who had a bad experience decided to stop using the company's products altogether. (7) 

That's right. A lousy candidate experience can cost you customers and damage your employer brand, leaving a dent that's hard to smooth out.  

The candidate experience is a direct reflection of your EVP. From the first point of contact to the final hiring decision, each interaction shapes the candidate's perception of your company.  

Let's dissect this a bit. Clear communication means staying transparent about the recruitment process, the job role, company values, and culture. It sets the right expectations and prevents any unpleasant surprises down the line. 

Timely feedback, on the other hand, shows candidates that you value their time and effort. It builds respect and trust, two crucial ingredients for any successful relationship. Plus, who likes to be left hanging, right? 

Now, if you're doing it right, a positive candidate experience doesn't just end at a successful hire. Happy candidates, whether they land the job or not, are more likely to accept a job offer, reapply in the future, or refer others to your company.  

A positive encounter can turn candidates into ambassadors for your brand, and word-of-mouth is still one of the most potent forms of advertising. Every interaction with a candidate is an opportunity to showcase your brand's unique qualities. Don't let it go to waste. 

 

8. Leveraging Social Media to Boost Your EVP 

 

In this digital age, where people spend more time on social media than any other generation, having a robust social media presence for your EVP is not just a 'nice to have'; it's a necessity. 

By curating compelling content, from behind-the-scenes videos to employee testimonials, you can create an online presence that resonates with the ethos of the modern job seeker. In addition to attracting top talent, social media can also boost your employee engagement and retention. 

 

With 71% of job seekers using social media to research companies and their culture, according to Talent Board’s report (8), your EVP needs to step into the ring. And guess what? This isn't a one-horse race. With platforms ranging from LinkedIn to Instagram and even TikTok, the potential for reaching top talent is broader and more exciting than ever. 

#Jobsearch had 2.9 billion views to date on TikTok alone (9). Want to take a guess at the number 1 social media platform used by GenZ?  😉

 

Start by recognising that your social media platforms are like window displays into your company's soul. From celebrating team successes to highlighting your flexible working policies, your posts provide potential recruits with a glimpse into life at your company. This could be anything from videos of your workspace to testimonials from relatable employees who are thriving in your environment. By pulling back the curtain, you're allowing talent to envision themselves as part of your team.  

And here's the kicker, social media isn't just a recruitment tool; it's an employee engagement and retention powerhouse. By creating content that resonates with your employees, you're encouraging them to share and engage with your posts, effectively becoming brand ambassadors. 

 

9. Keeping Up with EVP Trends 

Staying ahead of the curve means understanding the forces that drive the market. With the ever-changing dynamics of the job market, staying updated with the latest trends is crucial. Whether it's a shift towards remote work, an increased focus on employee well-being, or a rise in the use of AI in recruitment, these trends will shape your EVP and, in turn, your recruitment strategy. 

For example, since 2019 there has been a 147% increase in ‘well-being’ benefits in job ads as a part of EVP. The takeaway? Employee well-being isn't just a feel-good factor; it's a bona fide trend that can make or break your employer brand. (10) 

Investing in EVP research, staying in tune with recruitment marketing trends, and regularly seeking feedback from your employees can help you keep your EVP fresh, relevant, and appealing to top talent. 

 

 

To summarise… 

 

Building a strong EVP is a strategic, ongoing process that plays a vital role in your recruitment strategy. It's an investment that yields not only an increase in the number of high-quality applicants but also supports employee retention and engagement. It's your organisation's story that needs to be told compellingly and authentically to connect with the talent you need. Remember, your employer brand is not what you say it is; it's the experience you offer, it’s what your employees and candidates say it is.  

 

Are you ready to amplify your EVP to attract top talent?  

 

If you haven’t yet, be sure to check out our Navigating the Talent Shortage: Strategies for Winning in a Hyper-Competitive Market eBook to understand the key drivers impacting our current talent climate, identify the gaps in your current talent acquisition approach and build a robust, adaptable, and high impact workforce strategy.