Your EVP is critically important if you want to consistently hire top talent.

How do you stand out in a crowded job market? You stand out through good recruitment marketing.

But all recruitment marketing isn’t all created equal.

Good recruitment marketing that actually delivers hiring results needs the right messaging, and that all starts with having a strong Employer Value Proposition or (EVP).

First things first, what is an EVP?

“An employee value proposition is the set of benefits you offer employees in return for the skills, experience and qualities they bring to the position. In simple terms, what’s in it for them?” (Indeed)

Simply put, your EVP is why people want to work for you, but so many businesses don’t seem to understand how to convey it in a way that attracts candidates.

All forms of recruitment marketing, from job ads to recruitment videos and career sites need a strong and compelling message. Your EVP is the source of that message.

This means it’s worthwhile spending time to be able to convey your EVP in a consistent and concise manner.

Now, before we go any further, providing a good EVP is a strategic decision. What that means is you need to be a good employer if you want to market yourself as one. This is where talent teams need to give feedback to senior exes about what more they need to do to stay competitive in the talent market.

How to Create a Good EVP

Your EVP is a mix of the below elements that you provide as an employer. How individual candidates value each one is individual, but if you cover all or most of these bases you will be ahead of the game at attracting and converting top talent to top employees.

When creating your EVP, assess what you offer for each of the points below.

Purpose, Vision and Mission

People want to be connected to a vision for the future that is different, compelling and important. This could be your point of difference in how you do things or the long-term problems you are trying to solve.
Tip: Include your purpose, vision or mission early to attract people who align with it.

Impact

Everyone wants to make an impact in their lives. Work is no different, people are seeking the opportunity to make meaningful impact on the people around them. Tip: Making sure candidates understand how they make an impact every day is critical to getting the right people to the hiring table.

Benefits

Benefits can often be mistaken for your entire EVP. When we talk about benefits, we mean the tangible things you offer employees. Things like unlimited leave, meals, insurances etc.
Tip: Include this as its own section on your website and job ads as they are one of the easiest ways for candidates to compare employers.

Opportunities

Every new job is an opportunity, and this is ultimately what leads people to take new jobs. It’s not always obvious as to the types of opportunities you offer to the outsider.
Tip: Outline the career, training and growth opportunities with examples of existing employees’ journeys.

Culture

Culture is extremely important if you want to build an engaged workforce. At its core it's about having employees whose beliefs, values, and behaviours are in alignment with those of the employer. Tip: Candidates are looking a work environment where they feel comfortable. Where you can show up as your true self and feel accepted for who you are. Where you are appreciated, recognised and rewarded for a job well done.

Leadership

Working with and for people you respect and can learn from is a huge reason why people take jobs. From your direct manager to the senior leadership, having strong leaders in the business is a huge advantage you need to make the most of.
Tip: Candidates want to know who their manager is, who the leaders are and how they work!

Company Advantages

The company itself, and where it is at in its lifecycle will directly impact whether people want to join or not. Are you a well-established business? A startup on the rise. Are you well-funded or primed for growth?
Tip: Answer this question: Why is now the right time to join your organisation?

Remuneration

Salaries and total compensation are still a huge factor in many people’s decision to take a job and is a factor that must be considered. Like any of the other elements here, if you don’t do it well, ie. pay well, you will struggle to hire.
Tip: Always, and I mean always include salaries in your job ads.

The final steps: creating your EVP

Go over each point and write down what you offer employees. This is the basis for your EVP.

From this you can create an EVP summary and your elevator pitch to candidates about why they should join you.

Once you have this information you need to get it out there in front of the candidates who would be right for your organisation. This is why your EVP is the basis of good recruitment marketing and should be part of every touch point in your candidate journey.

To find out more about how to create your EVP and use it in your recruitment marketing to elevate your recruitment strategy, reach out to us at jobs@streamtalent.com.