Employee Value Proposition (EVP) and Employer Branding (EB) are to the human resources department what marketing is to the organization. Through our EB efforts, we manage to position ourselves against our competitors in the marketplace by communicating the salient features of our employer value proposition offering to prospective candidates.
Traditionally, candidates applied for a job by sending their CV in response to an advertisement. These days, attracting talent has become a lot harder than that, as candidates need to understand who we are as an organisation, and what we can offer to them as a career and not just a job. The need is no longer about just getting a pay check at the end of the month, but more about culture fit and growth.
Research shows that candidates want to see more creative stuff, pictures, they want to see what life would be like at our organization through compelling story telling. Organizations need to be in tune with social media trends, and constantly review analytics to understand talent needs and wants.
The purpose is to assist our talent acquisition process to improve quality of hires, reduce costs by finding candidates directly and vice versa, to communicate our culture, values, EVP and to give a real impression of what life would be like working with us.
So, while our EB is directed to the external market, EVP is what we offer employees, and as such, what we claim to have and do well in the marketplace, must match what is experienced by our people internally. The best way to endorse our EVP through EB is by creating brand ambassadors, and providing them with a toolkit on how to roll out our content strategy.