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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
