Create an authentic story for potential candidates

While many thought that 'the war on talent' was just a buzzword, the reality proves that the battle is fiercer than ever. Every company has EVPs and an employer brand, and if you're not working on that today, I understand the panic 100%.

But how do you create an employer brand and what is all that with the EVPs today. Well, I'm happy to explain it to you.

EVPs, or Employer Value Propositions, indicate what you, as an employer, have to offer to future (employees). What is the employer added value?

By determining core EVPs, you create an authentic mix that appeals to the right candidates to engage with you. By knowing who you are, you also make it easier to enthuse talent to come and work for you.

How do I determine my EVPs?

You can't do this from your office chair or in the couch. This requires thorough research, together with employees who already work in the company. Using workshops and questioning, you will arrive at clear EVPs linked to one of the following major components:

• Contents of the work
• Organization
• Career opportunities
• people
• Working conditions

These five criteria address functional, economic and psychological aspects and lay the foundation for your EVP. However, the importance of the criteria varies greatly by target group, so your EVP can get its own nuance for each target group. Starters, for example, attach great importance to career opportunities.

U.S. EVPs

In America, EVPs are often translated into a mission to employees. Some great examples that can inspire:

HubSpot: “We're building a company people love. A company that will stand the test of time, so we invest in our people and optimize for your long-term happiness.”

L'Oreal: “Lead the future of Beauty. When you love your work and the people you work with, amazing things can happen.”

Shopify: “We're Shopify. Our mission is to make commerce better for everyone — but we're not the workplace for everyone. We thrive on change, operate on trust, and leverage the diverse perspectives of people on our team in everything we do. We solve problems at a rapid pace. In short, we get crap done.”

Google: “Do cool things that matter.”

‍Create a good story

Converting the EVPs into a clear story, an attractive vacancy and appropriate images (photo and video) is the next step. (Also read the article by Battalion about how to win the war on talent with recruitment (video)

If all of this fits together seamlessly, you can place your branding on the right supports. This should also be carefully considered. Which channels appeal to your target group? Where do they regularly visit and what websites do they visit? Have you mapped all this out? Then I am convinced that the right candidates will find their way to you, as a potential new employer!

Finally: a clear employer brand ensures a positive snowball effect! Research shows that a good employer brand ensures more qualitative inflows, higher retention rates, lower absenteeism rates and more satisfied customers!

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