If you’re scanning the internet for a job, you know, searching for that posting that really speaks to you, what is it you are looking to gain from those companies? Conversely, if you are a member of a company’s talent acquisition team with aspirations to recruit those job hunters, which methods are you using when marketing your company to make it desirable to these potential candidates? Effective techniques for the recruitment team to pull in sought after employees is through market recruitment and the use of value propositions. This method appeals to applicants by presenting them with the value or a promise of what they will gain from working there. Two essential value propositions include: Employer Value Proposition and Team Value Proposition. So, What? What are the differences between the two? How do they work together? And lastly, when do you use them in recruitment marketing?
Employer Value Proposition
Having the right Employer Value Proposition is paramount in marketing recruitment. An EVP is the core of your employer brand, which go hand-in-hand. What does that mean? Michelle Hord-White, NBCUniversal’s VP of Talent Acquisition and Campus Programs says it best in the LinkedIn article, 3 Tips for Creating a Powerful Employee Value Proposition from a Recruiting Leader at NBCUniversal, when she states the EVP is your “Brand Promise” in disguise. Having a strong EVP is crucial in the recruitment process because it allows candidates to understand who you are an employer. Which, in turn, captivates your targeted applicant pool audience on what your company has to offer to them. This is done by engaging through your values, mission, and the overall culture they’ll experience when they join the team.
Team Value Proposition
Diversely, Team Value Proposition is all about getting into the specific culture within a particular division in the company. StoriesIncorporated.com did a phenomenal job explaining how the TVP is created when you, as an employer, partner up with the leader of an individual team within your larger organization. You work collaboratively to identify the key components of that particular team’s experiences and unique culture. When marketing your company’s brand to candidates, having a strong TVP takes your recruitment one step further. Candidates are given a more in-depth insight on what the particular department they will be working in has to offer specifically.
Having a strong TVP paves the way for solidifying a bold EVP. As we now know, an Employer Value Proposition gives an overview or a “promise” of what a candidate can expect from the company’s culture and working environment. However, an EVP would be baseless if it wasn’t for the specific feedback and results demonstrated and provided by the individual teams within the company. All the Team Value Propositions work collaboratively in the construction of the overall EVP, contributing directly towards the company brand as a whole.
Now that you know what two key value propositions are, what they do, and how they work together, it is time to dive into their application in the marketing recruitment process. According to TalentLyft.com, a study done combining research and HR professional’s personal experience have concurred that 90% of the current job market is “Candidate Driven.” With that being said, candidates are choosing us to work for nowadays as opposed to us choosing them. So, what? As an employer, you need to be developing that strong EVP to convey the unique experience yourself and your company can offer an applicant that sets you apart from other agencies.
If it comes down to your company and another offering the same position, equivalent pay, benefits, etc.… let your EVP do the talking. Promising candidates a refreshing, innovative experience within your company could save you from missing out on new talent. Use the EVP the attract the applicants. Use it as your magnet to pull them in. Once you have their attention, keep it there by further captivating them with your well developed TVP. Pull out team driven surveys about their satisfaction within their department. Use your employees’ specific stories to once again solidify you EVP and back it up with the true experiences of your employees.
There is such a substantial number of innovative thinkers, driven workers, and untouched, fresh talent on the prowl for a job worthy of their skill. Be the company that attracts them. Be the team that captivates them. Be the employer who wins them over. Using techniques as simple as providing an Employee Value Proposition and a Team Value proposition be the difference between your talent team growing and your team missing out on opportunity to your competitors.