employee value proposition: the employer brand taking shape
The starting point for your employer brand is the employee value proposition (EVP). The EVP defines what employees get from working for your organisation and what they give in return – the ‘employment deal’.
The ‘give’ and the ‘get’ are two sides of the same coin. The ‘get’ encompasses every aspect of the employment experience, from your mission, values, and culture, to the kind of work, training, and career development opportunities you offer, the pay and benefits that make up your total reward package. The ‘give’ comprises what you want from your employees, including the skills they should provide, their attitude to their work and how you expect them to behave.
The EVP thus enables you to define what’s important to you and to differentiate your organisation from competitors in the job market. In turn, a clearly articulated EVP helps employees to judge what they can achieve by continuing to work for your organisation and develop an emotional bond with what you want to achieve and what your organisation stands for, all of which leads to a better understanding of the value of staying.
Identifying how far away or close your organisation is to employee values allows you to plan for, and implement, improvements to your employer brand. This is critical for your EVP and can affect the strength and impact of your employer brand. For example, the ‘2018 Randstad Employer Brand Research’ shows that while work-life balance is the top priority for employees in Australia, it is far down the list of what employers appear to offer. Conversely, job security is a fairly consistent priority on both sides of the coin.
The employer brand translates the ‘deal’ set out in the EVP into a clear and lasting impression of what it’s like to work for your organisation.
If the EVP could be likened to the design, engineering and component parts that come together to make a car, the employer brand would be likened to the image and driving experience of the vehicle.
The communication of your employer brand goes far beyond recruitment advertising campaigns as the brand shapes perceptions across society as a whole, rather than just immediate candidates. This broader scope is important in attracting the right people over the longer term – establishing your organisation as an employer that students would want to work for when they graduate, for example.
attracting passive candidates
The right image would also improve your ability to target specific people who are working for competitors or even in other sectors – the so-called passive candidates -who may not be actively seeking a change of employer or might not have considered your organisation. This could be a huge additional pool of talent. A 2017 LinkedIn survey found that about 80% of professionals consider themselves ‘passive,’ while an earlier survey revealed that only 61% of companies actually recruit these candidates.
Randstad Employer Brand Research gives unique insights into the key drivers of talent attraction within Australia and across the world. Conducted by independent research agency TNS, the research program covers 26 countries. In Australia, 7,795 respondents formed the representative sample to measure the attractiveness of 150 companies based in the country.
Contact Randstad to receive a copy of the ‘2018 Randstad Employer Brand Research country report Australia’.
more articles about: the employer brand
- a dialogue with potential candidates
- employer brand: what’s being said about your organisation
- the power of employer branding
- employee value proposition: the employer brand taking shape
- how the employer brand is communicated
- the unwritten or psychological contract
- the need for active employer brand management
- five steps to a compelling employer brand
- what makes an organisation attractive?
- adapting the brand to your specifications