Your employer value proposition is what you offer prospective employees when they ask, “What’s in it for me?” A strong EVP should effectively communicate your company’s benefits, explain key elements of your corporate culture, and offer compelling reasons why workers should consider a job opportunity with your company.
If your organization is committed to attracting top talent, it’s time to enhance your employer value proposition. Here are some strategies on how you can entice quality job seekers to apply for a position through an effective EVP.
How Businesses Can Improve Their Brand Awareness
What is your EVP?
When formulating an EVP, companies need to ask themselves how they’d like to be perceived in the eyes of prospective employees. What elements of your organization do you want to promote? How is your company different from others in its industry? What factors make your business a great place to work? An EVP should contain a message that’s both persuasive and compelling yet succinct and to the point—one that can be used for recruiting AND marketing purposes.
Composing a well-written EVP
What should your company prioritize when composing your EVP? This statement should emphasize three main components of your organization:
(1) Your mission and purpose;
(2) Your long-term vision; and
(3) Your core company values
The key is to incorporate these three elements into your EVP without making the statement too long or unwieldy. Articulate the things that separate your organization from the rest of the pack—but try to remain brief with your description. A well-written EVP should be no longer than three or four sentences long.
Examples of exceptional EVPs
Here are a few examples of exceptionally written EVPs from some of the world’s most recognizable brands:
Bain & Company
“Picture yourself at one of the world’s best places to work, surrounded by teams and people who challenge you, support you, and inspire you to be extraordinary. If you’re ready to do more than you think you can do, take a bold step toward Bain and we’ll walk that path with you.”
“At The Coca-Cola Company, we are a diverse, global community of people who thirst for more. With about 200 brands, a truly global footprint, and the opportunity to refresh the world, we offer more for your career. Together, we are growing and learning, building on our iconic past to make an impact.”
“Whether you’re in sales or stock, alterations or management, or are part of the behind-the-scenes glue that holds it all together, we’re all obsessed with serving our customers and oh, of course, fashion. Exciting and fast-paced, a career at Nordstrom means staying ahead of the trends, moving quickly, and being part of something we think is pretty awesome.”
“At Pfizer, we know that great things happen anywhere people come together with one shared goal. And the greatest rewards are sometimes where you least expect them. Join world-class scientists and leaders in all fields of healthcare and business who are dedicated to bringing therapies that will significantly improve patients’ lives. The future of medicine is happening at Pfizer.”
“Solve the next generation of engineering, manufacturing, and operational challenges as we work to secure a clean energy future. It doesn’t matter where you come from, where you went to school or what industry you’re in—if you’ve done exceptional work, join us to rethink the future of sustainable energy.”
Formulating a startup EVP
For startups and emerging businesses, a clearly articulated EVP is critical to attracting talent. It’s no secret that high-profile candidates are considering job opportunities with high-growth organizations as a viable employment option—just look at Prince Harry! An early-stage company with limited brand recognition in the local market must formulate an employer value proposition that highlights its differentiators. Because startup cultures tend to be more unique, fast-paced, and forward-thinking, these unconventional attributes are undoubtedly appealing for job seekers. Emphasize the elements that make working in a startup environment special to attract greater populations of job seekers.
Creating a compelling EVP takes time, effort, and considerable thought. After all, this statement will be prominently visible in the eyes of job seekers who are considering opportunities with your company, so it’s important to make sure this is an adequate representation of your organization. Integrate your EVP within your company’s website, careers page, and recruiting collateral to ensure your messaging and tone are consistent. Following these guidelines is imperative for success with your talent acquisition and recruiting initiatives.
Is your organization looking to hire talent quickly? Learn how startups can engage the candidates they need, when they need them.