As talent teams shift away from the ‘post and pray’ approach of traditional recruitment, we’ve seen an increased focus on two key tactics in proactive talent attraction: Employee Value Proposition (EVP) and Employer Branding. Often mistaken for interchangeable terms, they’re actually two distinct strategies that work together to shape a winning talent attraction strategy. Let’s dive into the world of EVP and Employer Branding —what they are, why they’re important and how to kick-start your approach today.
What is Employer Brand?
Your employer brand shapes the way candidates and jobseekers view your company in the market. It’s a canvas showcasing your organisation’s identity to the world. It’s more than just a logo; it embodies your values, culture, and reputation. Your employer brand shines through every candidate touchpoint —from your careers site, to your interviewing process to your onboarding process and beyond.
In today’s competitive talent landscape, employer branding is more important than ever. It empowers organisations to proactively attract candidates who align with their values and vision, and build out talent pipelines for future roles. It’s about positioning your organisation as an employer of choice. Instead of waiting for top talent to come to you, your brand is known as a company that people ‘line up’ to work for.
Surprisingly, while 80% of talent leaders recognise the importance of a strong employer brand, a mere 50% feel confident in their strategies. This discrepancy underscores the need for organisations to bridge the gap, fully leveraging employer branding to gain a competitive edge in attracting and retaining top-tier talent.
What is an EVP?
On the other hand, EVP, or Employee Value Proposition, is the story of what your company offers potential employees —benefits, perks, and unique differentiators. Do you offer flexible working? Annual trips? Gym memberships or pilates classes?
In a world where every company is competing for the best talent, a robust Employee Value Proposition (EVP) is vital to convincing candidates that your company is the one. A well-defined EVP not only helps attract top talent, but also fosters employee engagement and retention by setting clear expectations and aligning individuals with the company’s culture and goals. By crafting an enticing EVP, organisations can create a distinct identity that resonates with potential hires and current employees, ultimately contributing to a more motivated, committed, and high-performing workforce.
So what’s the difference? Do you need both?
Think of your employer brand as the public face of your organisation —the story you share with the world. It encapsulates your culture, values, and reputation, acting as a beacon to draw attention. This is your chance to project a distinct identity that resonates with potential candidates and sets you apart from the crowd.
In contrast, your Employee Value Proposition (EVP) is the comprehensive package you extend to potential employees. It’s the collective set of advantages they stand to gain by choosing your organisation as their employer. This includes not only tangible benefits like compensation and perks, but also intangible aspects like growth opportunities, work-life balance, and a fulfilling work environment. In a nutshell, your EVP is the answer to the question, “Why should I work here?”
Employer branding and EVP partner up to power your talent attraction strategy. Your employer brand sparks initial interest and curiosity, enticing potential candidates to explore further. However, it’s your EVP that solidifies their decision to choose you. It showcases the substantial advantages they’ll enjoy, transforming curiosity into genuine enthusiasm. Together, they create a persuasive narrative that speaks to the hearts and minds of potential candidates, motivating them to join your team and encouraging that final ‘push’ to hit ‘apply’. Your employer brand starts the conversation, but it’s your EVP that seals the deal.
Getting started with employer branding and EVP
Getting started on building a robust employer brand and compelling Employee Value Proposition (EVP) is a strategic move that can transform your talent strategy. Begin by prominently showcasing your employer brand on your careers site. Your careers site is your virtual shopfront: the chance for you to make a great first impression on candidates. Share authentic employee stories to drive engagement, build trust and provide an authentic, genuine insight into your company culture.
To fine-tune your EVP, it’s crucial to stay up to date with what jobseekers are looking for and adjust your offering accordingly. Regularly gather insights into what candidates are seeking —be it flexible work arrangements, growth opportunities, or a sense of purpose —and tailor your EVP to align with these desires.
Related reading: What candidates want in 2023 — download our report to unpack the latest research
Final thoughts
If you’re ready to enhance your talent strategy, reach out to the expert team at Clinch. We’ll guide you through every step of the way to help you elevate your employer brand and give your ideal candidates a great experience. From intelligent careers sites to recruitment marketing automation and employee-generated content tools, we’ve got everything you need to take your talent attraction strategy to the next level. Get in touch today to learn how.
