A good brand should take your employees on a journey of opportunity, experience, and fulfilment.
Your brand is the embodiment of your purpose, your culture and what employees and customers can expect from you. The best employer brands are communicated seamlessly via your Employee Value Proposition from the first point of contact, through all experiences your employees, audiences and stakeholders have with you.
But how do you build an employer brand that attracts and retains the right type of talent?
Defining your employer brand and unique EVP requires a thorough assessment of the core strengths of your organisation and identifying the different elements that come together to make your organisation a destination workplace.
There are five core elements of a strong EVP and employer brand that need to be identified and articulated:
- Financial rewards
- Employment benefits
- Career development
- Work environment
- Company culture
Financial Rewards
Consider how you compensate and reward your employees financially. Not just salary, but in terms of bonuses, stock options, potential for overtime, etc.
Although many assume remuneration to be an employee’s main motivation to work, as explored throughout our last blog series on Business Purpose, in today’s job market employees are looking to have their philanthropic needs met as well as their financial. Financial opportunities are just one of the key components of an effective employer brand and EVP.
Employment Benefits
These are the tangible and value-add benefits that make up an employment package. A benefits package always works best when it’s customised to the industry, an organisation, and its employees, so although a traditional benefits package would include:
- Health insurance / benefits
- Additional pension provision / long service rewards
- Paid leave or generous holiday allowance
- Gym memberships
- Company sponsored away days, team building activities
More contemporary packages can also include benefits such as:
- Duvet days / birthday leave
- Free fruit in communal offices spaces
- Free chair massages
- Early finishing on a Friday
- And even Paid Puppy Leave!
Career Development
In order to attract the right talent for your organisation, you need to communicate the growth potential of their role and for them as individuals. Communicating clearly how the company can contribute to their overall career and support their management and personal development is a key component of a strong EVP and employer brand.
Articulate this through the following types of training, development and career pathing programmes:
- Technical training
- Leadership training
- Career pathing programme
- Sponsored courses / professional qualifications
- Mentoring and career guidance
- Promotion opportunities
- Opportunities to work in other cities or countries
For an organisation that is unable to offer salaries on a par with its competitors, offering a clear career development and growth plan can be the difference between employee retention and losing quality talent.
Work Environment
This component of EVP is associated with factors that constitute a positive working environment. These include things like:
- Communication systems
- Flexible working hours
- Work-life balance
- Wellbeing programmes
- Recognition
- Team building
- Workspace design
Organisations must recognise the importance of creating a work environment in which employees thrive. An engaging, exciting, and motivating work environment adds to a positive work experience. But a company’s commitment to an employee focused work environment can’t just be a slogan on the wall and a fridge full of smoothies in reception.
Continuous and sustained effort and commitment to a positive work environment is necessary in order for this to become an authentic part of your employer brand and EVP.
Which brings us onto the last element of a strong EVP…
Culture
Your company culture is the broad articulation of the shared values, goals, attitudes, and practices that characterise the organisation. It’s the way your people feel about the work they do, the values they believe in, where they see the company going and what they’re doing to get it there.
It is reflected in how you treat your employees and how they feel and talk about the business. It can’t be faked and is a direct and blended output of all the elements that make up your employer brand and EVP.
Communicating your employer brand and EVP
Once identified and articulated, the next challenge is analysing whether you are effectively communicating your EVP and employer brand to your team.
A four-step process enables you to identify whether or not your EVP is landing well with your people both inside and outside of the business, and if not, what to do about it.
- Employee Surveys
Investing time in capturing each employee’s experience of the business is a great way to determine if there is a gap between your internal and external messaging. Both long term employees and interns will have valuable insight into how they perceive your brand.Conducted via Pulse surveys and Employee engagement surveys, begin by looking into how your company’s purpose resonates with each employee. What attracted them to the company? What do they enjoy working on the most? What does the future of this company look like to them?With this as a foundation, you’ll be able to start making an informed evaluation of what needs to happen next.
- Create a communication strategy from the research
Once you have conducted your research, it is time to compare your company expectations with the employee experience. Gap analysis will enable you to identify where your current messaging may be falling short and opportunities for improvement.This is an excellent opportunity to get creative. Our Reward>Forward strategy for BT is a prime example of the way an excellent communication strategy can develop from that initial research stage.Our recent blog series around effective communication is also a great place to start if you discover your internal comms is falling short.
- Engage and empower your leaders
Engage your stakeholders and ensure that everyone understands the importance of effectively communicating your EVP. Empower and involve your heads of department and team leaders; their support and belief are central to ensuring your EVP is lived throughout the life cycle of the business.Encourage your leaders to be clear, explain the context, inspire with personal stories and be unafraid to share detail.
- Review, Reinforce, Reassess
Measure the continued success of your EVP communication by looking at:
- Your applicant acceptance rate
- Speed and quality of finding a new hire
- Employee Referrals
- Employee Engagement rate
- Employee retention rate
- Employee surveys
Note areas for improvement and key successes to share with your stakeholders.
In summary…
An Employee Value Proposition and employer brand is not a one size fits all solution – each EVP is as unique as the business it articulates. Research, analysis, vision, and honesty is required to determine what your EVP is and how it can be communicated to your employers.
But the continued and consistent assertion of your brand, is the key to attracting and engaging new talent and retaining your most valuable team members.