Article originally published in South Africa's leading HR publication, HR Future
Brett is an International monthly columnist on employer branding for HR Future
This article provides some insights into Employer Value Proposition development as featured in Brett's new book Employer Brand Leadership - A Global Perspective.
In the second of a two part series Brett Minchington discusses how to bring your employer value proposition (EVP) to life!
Communicating your employer value proposition (EVP) is one of the most challenging, but rewarding initiatives undertaken by leaders.
As stated in part 1 of this series, the EVP is a set of associations and offerings provided by your organisation in return for the skills, capabilities and experiences an employee brings to the organisation.
The EVP should answer the following questions:
- Why should I join your organization?
- Why should I stay?
- Why should I give my best?
- Why should I recommend your organization as an employer and business?
- Why should I re-join?
The key to building an employer brand that attracts and retains talent is to effectively communicate the EVP to the target audience. Companies can no longer rely on traditional media such as press advertising to recruit talent. Today’s talent have access to numerous online and offline communication channels and companies need to ensure the communication of their EVP cuts through the clutter of increasingly fragmented media and is evident in the actions and behaviours projected by leaders and staff.
EVP communication occurs at two levels. The first level I call above-the-line. These activities include using online and offline communication touchpoints such as the ones listed in table 1.
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Please consider Brett's new book "Employer Brand Leadership - A Global Perspective" For full details please visit the pubisher's website click here>