The foundation of your company’s recruitment strategy is your employer value proposition. Candidates want to know what it is that makes your company unique. How can you make yours cut through the noise?
A recent employee opinion survey revealed that 88 per cent of employees leave a job for reasons other than money. Candidates are looking for more, so what makes your business more attractive than the others out there in your industry? To effectively convey your employer value proposition (EVP) you need a solid content and context strategy. This strategy has the capacity to catapult your company to the forefront of the market as an employer of choice – it shouldn’t be taken lightly. Here are five things you need to do to make yours stand out from the rest.
Your employer value proposition should make your company stand out from the competition, which means your content needs to be doing the same. Avoid the temptation to post a video on social media or your company’s website just for the sake of posting something. Ensure that your content is relative to your audience or people will lose interest quickly and turn their back on your brand.
Establish different themes for the content that you are going to produce. For example, will you go with depictions of day-to-day office life to show what it is like to work there? Or are you trying to communicate your company’s industry impact? You can then build a calendar around these themes. This will influence your posts, whether they are articles, blogs or polls. That way you are getting your employer value proposition across gradually – without bombarding people with the same message day in, day out.
- Tailor style and tone
Your content must be communicated in a style that appeals to the audience. Think about who you are targeting. Do you work in a creative industry? Then posts written in a corporate tone will not help you engage your audience. If you are looking to recruit for executive positions in a more conservative company, then excessive use of gifs might not be the best method. No matter your audience, though, remember: You want to convey what makes your company unique, full of personality and a great place to work.
Content is king, but context is queen. Just posting content for the sake of it will not be productive for anyone. Your content should be focused on informing and assisting your audience in the best way possible. It should reflect the mutual interests of the company and potential employees.
An effective employer value proposition “does what it says on the tin”. If you can talk the talk, you need to be able to walk the walk. It is no use getting great people to join your organisation by branding it a particular way if they leave when they realise it doesn’t live up to its promises.
Once you have a solid employer value proposition strategy in place, you will begin to see the benefits to your recruitment strategy. Over time, you will build up a positive image of your business in people’s mind. Your end goal should be attracting the top talent and retaining happy and motivated employees.