How to build a unique EVP that attracts great people
With a tech talent shortage gripping industries worldwide, the one thing every employer wants to know right now is, How do we stand out from competitors and attract great people?
Cue: your Employee Value Proposition (EVP). Critical to building a strong and memorable employer brand, your EVP is your pitch to suitable candidates – What you provide employees (and why) that makes them hungry to work for you.
But don’t fall into the trap of token benefits and buzzwords that have you sounding exactly the same as everyone else out there. You want to catch exceptional talent; you’ll want to build a unique EVP that stands out. Here’s how.
#1 Benchmark your EVP against the market
How can you really be sure that your current EVP is hitting the mark? Get over your awkwardness and ask employees the hard questions. Find out what they love… and don’t love about working for you.
You’ll also want to check in with exiting employees to ask them what made it easy to leave, and what was so good about the other offer that they couldn’t say, no! Knowing your downfalls is just as important as knowing your strengths.
Compile as much data as you can and compare your findings with others in your industry. Draw from results to build out your unique EVP.
#2 Bring your authenticity (yes, warts and all)
In this always online world, information is accessed at the click of a google search. It’s as easy to catch out a dodgy merchant before a purchase, as it is to catch out an employer before applying (thanks, Glassdoor!).
Authenticity and transparency are requirements as they set realistic employee expectations.
A stand-out EVP will be true to your vision and employee experience. Bring people along for the ride by sharing where you’re going and the impact and role they will play. Sometimes, that may mean fessin’ up to a few flaws (especially if it’s a primary reason for employees leaving, like dreadfully old tech!). But you can re-define the narrative to emphasise the positives.
The more genuine you are, the more your EVP will attract the right people who’ll thrive in your workplace (and repel those who won’t).
#3 Prioritise being human-centric
The post-pandemic EVP focuses on the whole human. With the increase in work-from-home and remote work, the line between work and personal life has blurred into non-existence. Consider how you could offer more meaningful, personalised benefits that deliver an enjoyable life experience (not just at work).
Examples
While WFH may be the standard ‘offer’ these days, it’s also providing support (whether financial or by job design, systems and processes) that employees can customise for their specific needs.
With Immutable’s Wellbeing Allowance, one employee bought a walking pad to boost their exercise.
Canva has a benefit called Vibe & Thrive for employees to buy the things they need and value. For example, to assist continued education, to cover internet bills, or to buy decent office furniture, like a sit-stand desk and ergo chair.
Want to build a unique EVP that catches the eye of your ideal talent?