Knowing how to define and articulate your employer value proposition (EVP) is a very important step in creating those communications.
In this 30-minute informative webinar, employer brand and recruitment marketing veteran and Newton Talent President, Patty Silbert will reveal how to identify the career characteristics that help you to attract and retain top talent and your recruiting team to engage and build a great candidate pipeline--all through your EVP.
3. q Employer Brand: people’s perceptions of you as an employer
(good, bad or indifferent)
q EVP (Employee Value Proposition): how you would like to be
perceived by your employees and the candidate community
q Employer Branding: the activities an organization undertakes to
communicate the desirable employer brand image
q Employer Brand Management: the full spectrum of activities
you orchestrate to deliver both a consistent brand image and
experience in and out of the organization
LEVEL SET
4. Every brand is founded on a “proposition” that defines
the key benefits you will derive from your relationship
with that brand.
It provides a consistent point of reference for everything
you say and do.
The Employer Brand and Employer Value Proposition
work side by side to help you attract, recruit and retain
talent within your company.
LEVEL SET
14. CASE STUDY: TRACTOR SUPPLY
Tractor Supply’s EVP tells
candidates and employees it is
a place to grow and develop
your career, be recognized for
your contribution, and be part
of an important team that
supports “Life Out Here.”
24. DISCOVERY:
Identify your audiences’
unique drivers and
challenges • Review Past Employees Engagement Surveys
• Review Marketing Communications to Employees
• Review Leadership Communications to Employees
• Interview Prospective Employees
• Review Exit Interviews to learn what was missing
• Talk with employees and leadership
• Do some Industry and Competitor research
25. ANALYZE and DEFINE:
Begin to craft your
statement from the
attributes you’ve
identified.
Remember, your EVP statement should:
• Align to your organization’s vision, mission and
values
• Be achievable and honest – your EVP statement
should reflect what your organization is actually like,
not just what it aspires to be.
• Be targeted to attract the candidate persona(s) you
developed as part of this process.
• It should be concise and in your company’s voice.
26. TEST:
Check your statement
with your audience Before you go live with your Employee Value
Proposition test the EVP with current employees and
apply their feedback as you work toward a final draft.
Make sure they consider the statement from two
perspectives:
• As a candidate - Would this EVP resonate with them
as a job seeker considering an opportunity with your
company?
• As a current employee - Does this EVP align with
their desires and what the company is actually
delivering?
27. ROLL OUT YOUR
MESSAGE:
For it to resonate, make
sure you’re using it at
every touchpoint in
your employee lifecycle
People Strategy
Development
Strategic Workforce
Deployment
Employer
Value
Proposition &
RecruitmentHR Strategy
& Planning
Talent
Acquisition
& Placement
Performance
Management
People
Development
& Retention
Succession
& Career
Pathing
Training &
Development
Rewards &
Recognition
Individual
Performance
Management
Onboarding
& Placement
2
1
3
4
5
6
7
8
People
Strategy
28. 28
Are you ready to bounce back?
Our free Employer Brand Resiliency Assessment can
help you measure the strength of your EVP messaging
in this changing workplace.
29. Take advantage of our
free resources:
• Learn how our Employer Brand Resiliency
Assessment can help you strength of your EVP
attributes in this changing workplace.
• Download the free EVP workbook available to
registrants at the link sent to you after this
presentation.
Connect with me:
patty.silbert@newtontalent.com
www.linkedin.com/in/pattyvanleer/