James Peters is the Founder, President & Chief Revenue Officer at Global Expansion, a leading Employer of Record (EOR) partner.
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In the highly competitive job market, employer branding is more important than ever. A standout reputation can be a game changer in the race for top talent. According to a Gartner report, having an effective employee value proposition—the reasons why someone would want to join your company—can decrease annual employee turnover by 69%.
In this article, I'll explain how to build a strong employer brand and offer practical tips for making your company irresistible to the best talent.
The 4 Elements Of A Compelling Employee Value Proposition
Creating an employee value proposition that brings top candidates flooding into your inbox sounds great, right? But it's not so simple. Building a compelling EVP requires knowing what it entails. Here are four essential factors.
1. Inclusive Culture
A Glassdoor D&I workplace survey found that 76% of job seekers consider a diverse, inclusive workforce to be an important factor when evaluating potential employers. Today's talent wants to work for an organization where everyone is welcome and has an equal chance to succeed. Thanks to globalization, the talent pool has never been more diverse or accessible. By focusing on building an inclusive culture, you'll have a competitive edge in attracting the best international talent.
2. Career Development Opportunities
I can’t over-emphasize how valuable this pillar is for building a successful brand reputation. A Robert Walters survey found that for 91% of working Millennials, career progression is the most important factor when choosing a new job. Professionals crave learning new skills and advancing to higher positions. Considering the ongoing turbulent job market, workers want to have the latest skills so they feel more secure in their roles. Creating a career pathway for each employee can significantly improve your company’s ability to attract new talent, as well as your retention rates. Show them from day one that they have a real road map to success, and watch your workforce flourish.
3. Work-Life Balance
Deloitte's recent Gen-Z and Millennial Survey showed that having a strong work-life balance is the top priority when choosing a new employer. Talent is seeking more than a paycheck. While career progression is paramount, employees want to enjoy their lives outside of work. By promoting a healthy work-life balance, your organization can meet the expectations of the modern worker.
4. Meaning And Purpose
This factor can easily be seen as a box to tick off or a new-age fad that doesn’t really matter. But I predict meaning and purpose will become more key in the future. The Deloitte survey revealed that employees make career decisions based on their values. To attract top global talent, make it clear that your organization is ethical and plays a leading role in societal change.
Tell Your Story Better With Strategic Content Marketing
If a tree falls in the woods and no one is around to hear it, does it make a sound?
This famous thought experiment relates directly to your employee value proposition. After all, there's no point in creating a compelling reputation if your target talent never hears about it. Sure, your website is a good start for marketing, but you need to think bigger—much bigger! The best way to communicate your EVP is with a multi-platform approach, using professional networking sites and other relevant social media to spread your message.
But don’t stop at online channels. Job fairs and conferences are ideal opportunities for promoting your employer brand to top talent. Harness your finest employee success stories, testimonials and captivating insights to hammer home why your company is the perfect workplace.
Develop A Positive Candidate Experience
An engaging employee value proposition is a massive step toward attracting the finest talent for your business. However, even the greatest EVP can be undone by a disorganized hiring process. First impressions matter, so you must develop a seamless candidate experience. From the job ad to the application to onboarding, it all has to be a step above your competitors. When employees feel the hiring process was positive overall, they're more likely to refer your company to people in their network.
Build It And They Will Come
The journey to creating a strong employer brand is more than just attracting talent. It's about creating a workplace where the best people want to stay. By focusing on a compelling employee value proposition, promoting it with engaging content and backing it up with a seamless candidate experience, you set the stage for ongoing success. This can be your starting point toward becoming an employer of choice in an ultra-competitive market. The best talent is out there; make sure they choose you.
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