How to create a compelling employer value proposition | Talent Connect 2016

Lauren Larose
Talent Brand Consultant
LinkedIn Canada
How to create a compelling
Employee Value Proposition
Daniel Sanders
Talent Brand Consultant
LinkedIn Australia

Today’s
agenda
1. Why bother?
2. What is an Employee Value
Proposition?
3. Four steps to a compelling

Power has shifted to
the candidate

You Already Have an
Employer Brand

Has your company developed a clear employer
branding strategy?
13%
32%
35%
17%
No, we have not developed a strategy
No, but we are working on it
Yes, but it can be further developed
Yes, we have a clear strategy
* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)

② What is an Employee Value Proposition?

What is a Value Proposition?
The set of benefits or value a
company promises to deliver to
it’s target customers to satisfy their
needs through it’s product offering.

What is an Employee Value Proposition?
11
The set of benefits or value a
company promises to deliver to it’s
existing employees and targeted
potential candidates as a place of
work.
Employer Brand
EVP

Examples of Employee Value Propositions

③Four steps to a compelling

Four steps to a compelling Employee Value
Proposition
Measure &
optimize
Research
internally
Research
externally
Put it all
together

Understand who you are
 Who are we?
 Why do we exist?
 Why does it matter?
 Why do people work here?
 What do people not like about working
here?
 Why do people leave?
 How are we different?

Start by reviewing the current articulation of your EVP
 The company’s Vision, Mission, and
Values
 Company and Careers websites
 Social media platforms and content
 Google search
 Recruitment materials
 Glassdoor reviews

Talk to Your People
Leaders Perspectives
 What’s the company’s main strength
as an employer?
 How would you describe leadership’s
vision for the future?
Employees Perspectives
 What makes this a great place to
work?
 What attracted you most to join our
company?

These will shape the pillars of your EVP
Categorize your findings
 The company
 Products and services
 Leadership
 Employee growth and development
 Culture
 Values
 Perks and rewards - pay, extras, leave, maternity, etc.
 Work environment
 Corporate sustainability - environment, charity

Understand who you want to hire
 Who are we looking to hire?
 Where are they?
 What do they value?
 Who else is competing for them?
 What does your competition offer?

Leverage external resources to get a deeper
understanding of the talent market place
 New hire interviews/surveys
 Desktop review of competitors
 LinkedIn research/data
 Third party research/data
 Corporate Executive Board
 Universum

LinkedIn data can help you understand your different
audiences

Identify your unique offering relevant to your talent
market
What your
company
offers
What
talent
wants
The Sweet
Spot

Possible Presentation Format
Employer Brand House
Rewarding Work
Career Stability Work/Life Balance Make an Impact
Vision / Mission / Values / Purpose
Essence
Pillars
Master Brand
 Average tenure of
employees is 12 years
 Gym/yoga studio in the
office
 Pay for performance
compensation
Proof Points

Measure your results to optimize your EVP over time
 Baseline your goals
 Time to fill
 Cost per hire
 Quality of Hire
 Retention
 Employee Engagement
 Which content/channels are working best?
 What can be adjusted to make it perform better?

As you change and your audience changes your brand changes
30
Your brand today isn’t your brand tomorrow…

Recap
1. An Employee Value Proposition is
the promise you make to current
and future employees.
2. It is a unifying force that will inform
and structure your Employer
Brand communications.
3. Four steps to a compelling EVP
i. Research Internally
ii. Research Externally
iii. Put it All Together
iv. Measure & Optimize

How to create a compelling employer value proposition | Talent Connect 2016

How to create a compelling employer value proposition | Talent Connect 2016

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How to create a compelling employer value proposition | Talent Connect 2016