Securing top talent in a competitive market: Why your Employer Value Proposition matters more than ever
Struggling to find the right person for the job? You’re not alone. According to the CIPD, 37% of UK employers have hard-to-fill vacancies. Securing high-quality talent might seem like an increasingly daunting challenge – but, of course, it’s essential to the success of your organisation and achieving your company goals. With so many companies trying to attract the same talent, how can you ensure that top candidates choose to join your organisation? Senior Human Resources Business Partner, Marie Cosma, believes that the answer lies in crafting a compelling Employer Value Proposition (EVP) that goes beyond traditional recruitment tactics.
With a robust EVP, you’ll differentiate your organisation from the competition by clearly communicating the unique employee experience that your organisation offers. Here, Marie explains why your EVP matters, how to build it, and why and where to shout about it.
What is an Employer Value Proposition (EVP)?
Your Employer Value Proposition (EVP) is more than just a tool for recruitment – it’s the foundation of a winning talent strategy. Investing in developing a strong, authentic EVP will help you attract the best candidates and encourage them to stay with you, too.
Bear in mind that an EVP isn’t just about offering competitive salaries and benefits: candidates are looking for opportunities to grow, a positive work culture, flexible working, and a sense of purpose that aligns with their personal values.
Essentially, your EVP is the narrative that ties all these elements together and helps you communicate a clear message to your existing and potential employees.
How to craft a compelling EVP
1. Clarify your offering
What makes your organisation stand out? Identifying what makes your organisation unique is crucial for crafting an EVP that is authentic and resonates with the talent you want to attract.
A good place to start is by listing everything your organisation offers, including both tangible and intangible benefits. Look through the eyes of a prospective candidate at your benefits package, organisational culture and the team they’d be joining.
Here are four areas to consider:
- Tangible elements — highlight your pay, benefits, and office environment. Let candidates know about all the great benefits you offer.
- Opportunities to develop and grow — showcase your development programmes, whether its mentorships, leadership development training, or clearly defined career pathways.
- Connection and community — communicate how your organisation fosters a sense of belonging and a culture of psychological safety that encourages employees to form social connections and develop a sense of community.
- Meaning and purpose — share your organisation’s values, mission and purpose and explain how these are central to your day-to-day operations.
2. Gather employee feedback
Once you’ve got an EVP in progress, engage with your current employees to see what they think. Their feedback can reveal strengths and areas for improvement you might not have considered. You can do this through:
- Listening groups or surveys — ask existing employees what keeps them at your organisation.
- Feedback from new starters — understand what attracted them to your company in the first place.
- Exit interviews — identify reasons why employees choose to leave.
3. Refine your message and integrate it into your talent strategy
Don’t be afraid to shout about your EVP. Communicate it across all your hiring channels with clear, compelling and consistent messaging so potential candidates understand exactly what makes your organisation a great place to work.
Key communications touchpoints include:
- Careers website – highlight your company culture, values, and employee benefits in an authentic and engaging way.
- Social media – leverage content like blog posts and webinars to showcase your employer brand and position your organisation as an industry leader.
- Interviews – remember, candidates are assessing you just as much as you are assessing them. Utilise your EVP to make your offer stand out from the competition.
Need help building your EVP?
Our organisational development specialists are here to help you build a compelling EVP that resonates with prospective and current employees.
We’ll assess your mission, values, culture, and employee engagement levels and provide bespoke recommendations tailored to your needs. Together, we’ll delve deep into understanding what truly makes your organisation a great place to work — based on real data rather than working on assumptions.
Contact us to explore how we can help you attract and retain the talent your organisation needs to succeed.