Nichola Newbery is speaking at our HR in Housing Conference and Exhibition 2019. In preparation for the event, Nichola discusses why your employee value proposition is crucial when it comes to recruitment.
Nichola Newbery is Head of Client Partnerships at JGP
15 January 2019
We all have that place in our heads that we’d love to work, whether it’s Google, Pixar or maybe even Lego? And whilst an element of this is down to the work they do, your interest in these companies is undoubtedly influenced by other factors. Do you love the idea that in Google’s offices there’s a free restaurant to visit anytime you’re peckish? Or are you drawn to the idea of Pixar’s 24-hour cereal bar? Or maybe you just love the prospect of playing with Lego all day long!
Whatever it is that makes these organisations so attractive to you, these things didn’t happen by accident. Organisations become employers of choice because they have carefully thought about what matters to prospective employees and made the effort to cater for these perks. This shapes their employee value proposition (EVP) and helps them stand out from their competition and attract the very best people.
Now, whilst there are very few organisations that have Google’s level of resources and budget, that doesn’t mean that you can’t still develop an EVP that works for you. If done in the right way, your offer to candidates can make you an employer of choice amongst the people you want.
What matters to your people?
The magic ingredients to your EVP may well already lie within your organisation. Do you know why your people love working for you? Do you know what made them choose you over one of your competitors or what they would change if they had the choice?
The answers to these questions will not only help to improve the workplace and staff happiness. It will also make you stand out in your next recruitment campaign. When the information is used in the correct way, you will quickly see a significant rise in quality applications as well as a higher retention rate amongst your current employees.
Your employer brand
Developing and defining your EVP is key, however without an effective employer brand to help you broadcast it then it’s all for nothing. Your employer brand should harness the key messages from your EVP and utilise the platforms that your audience use most often.
For example, your website is one of the most powerful tools at your disposal and so often employers overlook the influence it can have on potential candidates. Do you have a careers section on your website, or even a careers-dedicated site? Does it provide potential candidates with rich content on what working life at your organisation is like?
As well as the platforms you use, it’s also crucial to consider the way that you are delivering your information. Different people engage with different forms of content so the wider range you use, the more impact your content is likely to have. Do you use video content? Have you considered doing a podcast? These types of content also provide the opportunity to give your organisation a human face and voice, which can help build trust and familiarity with potential candidates.
So, whilst we may not all be able to invest in cereal bars, office slides and tennis courts for our current and prospective employees, there is still plenty we can achieve. The simple fact is that you already have an EVP, the decision is: are you going to take control of it?
Find out more about ways you can develop, define and broadcast an effective employee value proposition at JGP’s breakout session "B11: What's your story? Developing, defining and delivering your employee value proposition" at 3:35pm at the HR in Housing Conference on Wednesday April 24 2019. Find out more information about the event here.
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