What is an EVP?

Employer Value Proposition is the term used to describe an organisation’s positive traits to potential recruitment applicants. In short, it is the sales pitch used by an organisation to attract candidates. An EVP project involves canvassing high performing employees across an organisation to ascertain what motivates them in their career and day to day role as well as what they like about working for that particular organisation. Aside from a highly targeted sales pitch, the EVP also provides HR teams with a number of quick wins in terms of improving employee engagement.

Are EVPs important?

It is very important that any educational organisation accurately markets itself to candidates. If they mis-sell themselves it can result in new starters being a poor fit, disappointed and potentially leaving within a short time. If undersold, there are just as many risks such as not attracting the highest calibre candidates.

How are EVPs used?

Everyone has different motivators which drive them to their optimum performance on a daily basis. If a recruiter has a generic approach to attracting candidates, it can lead them to focus on topics that aren’t relevant to their target audience for a particular job role.

Although recruiters can often work out what is important to a candidate during the recruitment process, it is possible to make the process easier by looking at Talent Segments. These segments are the different career paths that groups have, for example Legal, Early Careers or Marketing.

By doing this, job advert content, the conversations at interview and any careers site content become targeted towards the right people. Content is then based on specific motivators rather than generic ones.

What is the output of an EVP project?

Each project is completely unique to each client. At the end of the project the client will receive a Guide that provides an overarching set of motivators that were shared by each of the Talent Segments. Alongside these motivators they will have access to a number of statements for use in their recruitment marketing content.  

The remainder of the Guide is divided into different Talent Segments. Each one will provide list three motivators together with a series of statements for the client may to use. Aside from content creation, discussing these motivators in an interview setting increases the chance of the right candidate accepting your offer.

Case Study

We have recently worked with an education organisation who were operating on their own assumptions as to what would attract, or not attract, a suitable candidate. Their approach to Employer Branding was to promote the organisation as a whole, no matter what type of professionals they were approaching.

Th organisation had a desire to increase their net promotor score both internally and externally.  In a similar way to many other organisations, they were well-known within their sector but had more difficulty with non-sector specific recruitment.

The following steps were followed to meet the goals of the project:

  1. Talent Segments were defined in collaboration with the client.
  2. Surveys were sent to a selection of employees within those Talent Segments (we usually recommend as many members of employees as possible).
  3. Follow up calls were arranged with a selection of staff that had completed the survey.
  4. The information was collated and analysed.
  5. The reports that came from this analysis were fed back to the HR team and discussed at length.
  6. Statements were created based on the information gathered and the input from HR.
  7. A final workshop was run with a selection of employees from each Talent Segment to sharpen the statements.

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