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

Employee Value Proposition

① Why bother?

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.

Value Proposition Examples

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

Employee Value Proposition

Four steps to a compelling Employee Value

Proposition

Measure &

optimize

Research

internally

Research

externally

Put it all

together

Research

Internally

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

Research

Externally

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

Put it all

together

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

EVP Attributes Tips

Measure &

Optimize

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