Understanding EVP
An Employee Value Proposition (EVP) is more than just a buzzword; it's the core of what makes your company an attractive workplace. However, having a strong EVP is not enough. It needs to be communicated effectively to resonate with potential and current employees.
Strategic Planning
Creating a strategic plan to translate EVP themes into meaningful communications involves several steps:Key Insights
One major insight was the importance of authenticity. Employees and candidates can quickly discern when messages are not genuine. Therefore, involving employees in crafting and delivering these messages can significantly build trust.
Know Your Audience
Understanding your audience is crucial in designing targeted content that resonates. This means going beyond demographic data and diving into psychographics – what motivates your audience, what are their interests and pain points?
Segmentation
Audience segmentation allows for a more personalised and relevant content strategy. For instance, the way you communicate with recent graduates will differ from how you engage with seasoned professionals.
Content Design
Key Insights
During my discussions, it became clear that many were excited to create specific personas for each generation (primarily Millenials and Gen-Z) to resonate more closely with their target talent and their preferences. This multi-gen approach allows for more precise targeting and content customisation, leading to higher engagement rates.
The Power of Stories
Employee stories are the most powerful way to showcase your company's culture and values. They humanise your brand and provide authentic insights into the employee experience.
Story Collection and Curation
Key Insights
One significant insight was the impact of visual storytelling, not just through a single video but through a collection of videos that highlight various perspectives within an organisation (e.g., company values, career progression, job families, etc.). Incorporating video into your company-wide employee story strategy can significantly enhance appeal and engagement. Additionally, providing a platform for employees to share their stories voluntarily on social media, rather than through a scripted process, tends to yield more genuine responses and is crucial for attracting higher-quality applications.
Measuring ROI
Demonstrating the ROI of employer branding and recruitment marketing efforts is crucial for gaining stakeholder buy-in and continued investment. This involves setting clear objectives and key performance indicators (KPIs).
Metrics to Track
Reporting and Communication
Communicate the results and impact of your efforts to stakeholders regularly through detailed reports and presentations. Highlight successes, areas for improvement, and the overall impact on the company's talent acquisition and retention goals.
Key Insights
Leverage the data from Talent Acquisition by consulting your Talent Ops Manager or Head of Talent Acquisition to identify optimisation opportunities through employer branding and recruitment marketing activities. By combining quantitative data with qualitative success stories, you can craft a compelling narrative that highlights both the tangible and intangible benefits of your initiatives.
A huge shout-out to TQ Solutions for inviting VideoMyJob to be part of this amazing journey. We met some incredible Talent Attraction folks and had a blast along the way. Chatting with over 100 professionals in the employer brand and recruitment marketing space across four major Australian cities gave us some fantastic insights into the best practices and strategies out there.
From turning EVP themes into meaningful communications to proving ROI, these experiences highlighted how crucial authenticity, knowing your audience, engaging storytelling, and data-driven decision-making are. By applying these insights, organisations can really boost their employer branding efforts and do a better job of attracting and keeping top talent.