After all, you can’t say what makes your organization unique if you don’t know what your competitors are offering to attract talent, and the intel you uncover by scanning the landscape will help you understand which benefits are table stakes and where you have a clear competitive advantage. Existing feedback structures like employee engagement surveys, performance reviews, exit interviews and employee focus groups can all be used to gather data.Ĭompetitive analysis will also be crucial for your EVP. The most effective EVPs are shaped by direct feedback from current, past, and prospective employees.
And they also make good business sense: companies with successful employer branding and EVP definition see a 50% increase in qualified candidates and 1-2x faster time-to-hire.īecause your EVP needs to be a true reflection of your organization, EVP creation is a bottom-up exercise. Your employer brand is how people outside your organization perceive what it’s like to work there, and will be at the heart of every communication you have with prospects and candidates. Define Your Employee Value Proposition (EVP) What is it you want to do? Increase overall brand awareness? Get more applicants? Shorten your hiring process? Increase your offer-acceptance rates? Naturally these may change from quarter to quarter or campaign to campaign, but having specific and measurable goals will help you understand if your efforts are paying off. If you’re just starting out with talent marketing, the first step is to get clear on what you want to accomplish. And because talent self-selects into your process based on how well they align with your company brand, you decrease time-to-fill and cost-per-hire and reduce time and money spent on unqualified applicants.īelow I’m sharing the six essential steps for creating a solid talent marketing strategy. But this environment also offers a massive opportunity: to build and invest in a talent marketing strategy.īy communicating your employer brand, showcasing the value of working for your org and promoting your company as an employer of choice, talent marketing drives awareness and interest in your organization, encourages referrals, increases the number of qualified candidates in your your pipeline and ultimately converts passive talent into active candidates when those roles open. Recruiting has undergone some massive shifts in recent years, and transactional or post-and-pray approaches simply no longer work, especially in a job market where skills shortages are the norm and there are far more open roles than candidates.
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