Ideally, your employee value proposition will help magnetize those job candidates who will truly thrive in your company. An attractive Employee Value Proposition can help you land the right candidates and keep them. If strong enough, the EVP can even help lure employees to less glamorous geographical locations or help overcome higher compensation packages from competitors.
As long as what your EVP promises is actually real. If recruits find their experience as new hires to be wildly different from what the EVP claimed, they won’t stick around for long. (For one example of that, see this Glass Door post.)
There are lots of right answers to the EVP question. Different people prefer different types of cultures and work environments. So stick to what’s authentic about your company and attract talented people who will also be great fits. Here are a few thoughts on areas you might stress:
- Meaningful work and/or an inspiring vision: Sometimes the work itself is meaningful to a candidate. To engineers, that might mean being able to play a major role in developing new technology. To a marketing professional, it could mean working with a favorite professional sports team. Other times, an inspiring vision is what creates the meaning, even for work that supports that vision indirectly. A top recruiter might prefer to work for a company with a vision of environmental sustainability than one with the vision of being the largest driveway sealant manufacturer in the commercial real estate industry.
- Brand prestige or industry cachet: Think of this one as the cocktail party question: Where do you work? When an employee is asked that question, is the answer one that people recognize? If your company name happens to be a household word, that counts for something. So does being in an industry that’s getting a lot of buzz, like artificial intelligence, for instance. Claiming insider status can be a point of pride that’s valuable to the EVP.
- A culture of autonomy or teamwork: Recognize which style is more prevalent at your company and promote it as a strength. If employees consistently say the company feels like family and they value their experiences of working as a team, then that’s a strength to reflect in your EVP. On the other hand, if the company tends to run lean, maybe one benefit of that is employees having the autonomy to take on roles that might be beyond their job descriptions. There will always be pockets of both styles in any company, but be honest about which way your culture leans.
- Flexibility: Although a culture can provide flexibility in many different ways, most employees seem to value flexibility in terms of work accommodating their personal lives — whether that means being able to work from home when a child is sick or taking time out in the middle of the day to fit in a long run or fitness class. If your culture doesn’t support that sort of flexibility, look for other kinds. Is the culture flexible about allowing employees to make lateral moves into other departments or divisions? Is there flexibility in terms of a condensed work week? Do you offer unusual options and flexibility in your benefits?
- High stress/high rewards or laid back/life balance: An environment of high stress and long hours isn’t always a negative. Some people thrive in that environment, especially when they feel like they’re part of something big. Maybe your company is at the forefront of the Industrial Internet or a major player in Fashion Week or on the verge of finding the cure for cancer. On the other hand, maybe your culture is one where people put in a reasonable day at work and then get out the door on time to be with their families. Either way, that can be an appealing element of the culture described in your EVP.
You might also consider how your recruiting and interview process reflects your culture and your EVP. Candidates will put more stock in how they’re actually treated by your people than they will in whatever you put on your website or in your recruiting materials. For more on that, you might like this post on creating a fantastic experience for your candidates.
Interested in developing or refining your EVP? Tribe can help.