Have you ever been in a busy airport or tourist destination and seen the tour guides herding people through the crowds, waving their coloured flags in the air in an attempt to keep their group on track? Well, It can often feel like that in the cluttered employment market too. Employers and recruiters are eager to stand out and potential employees want to know where they should be headed and with which particular organisation.
Thanks to the Silicon Valley working model epitomised by companies like Google and Facebook, employee expectations are at an all-time high (thanks Zuckerberg!) and employers are investing more effort into articulating their Employee Value Proposition (EVP). The problem is that most of them end up sounding the same.
Organisations tend to focus on identifying reasons that support their proposition that can be grouped around the standard pillars of culture, people, the work, development opportunities and benefits. This is all sound, as fundamentally these are the broad areas most of us consider when making an employment decision, however there’s another step that can ensure your EVP attracts the people you need in your organisation and make it stand out from the crowd.
Once you’ve figured out the pillars underpinning your EVP, view them through these lenses:
- Truth – How real is this characteristic to your organisation? Claiming and owning are two very different things, and the risk of reality not living up to the promise is that you end up with disgruntled new employees who just don’t ‘fit’!
- Persuasiveness – Who cares? Make sure the things you think are attractive about working in your organisation are important to the people you want to attract. It’s easy to think everyone shares our own view of the world!
- Uniqueness – What’s the difference? Your EVP must contain at least some elements that differentiate you from everyone else.
Like successful consumer brands, successful employer brands exhibit the same characteristics – they reflect the essence of the organisation so they can deliver on their promises, offer something the target audience actually value as well as bringing something unique to the table.
So, whether your organisation is aiming for the same heights as Google or just looking at the next few steps, use your EVP to cut through the crowded market and set yourself apart from the competition.