#TalentTalk: Building A Top EVP
On this week’s TalentTalk Billy, our Head of Client Success was joined by Ben Gledhill (Head of Resourcing Yodel), Radboud van der Kooi (Strategic Consultant VONQ) and Tom Portingale (Employer Brand Manager Nationwide) to discuss why a single overlaying EVP (Employer Value Proposition) will not work for any big organisation. This was a fantastic show filled with some great lessons for those looking at creating or improving their EVP as well as some examples of companies doing it right.
Here are some of the key takeaways from the show
Your EVP needs to be tailored to job families. You can have a broad EVP aimed at all those you want to attract but then you need a TVP (Targeted Value Proposition) for specific groups you wish to hire. You can identify these groups by outlining the various roles and creating personas for each role. It is difficult to create one overall EVP that appeals to every group within your organisation. It is important to consider the individuals who will be applying for these jobs.
EVP should not be based on assumptions but on data. You need to take an outside-in approach to your EVP. Don’t just assume that you know what is important to your customers and employees.
The main sets of data to consider when looking at your EVP is your online data – interactions with your brand online, your career sight interactions, data collected from employees and then the data in your ATS. From this, you can establish what resonates with people. What leads to an interaction and an application. Where do the flaws in your process lie?
To collect data you should consider what will result in the most truthful results. Are anonymous surveys better? Or are people more honest in a face to face chat about the pain points of the business? This depends on your audience and will require testing. Many organisations are creating EVPs to win awards instead of creating EVPs that resonate with their people. We need to bring the human element back into creating your EVP.
EVP should be used for influence not for appeal. In order for this, it needs to be sincere and honest.
Feedback shows that even in this digital era, people want that human interaction.
You need to understand what formats your audience prefer for receiving communication. You need to look at it from the candidate’s point of view. Communication needs to be at the centre of the process.
Follow up is essential. A lot of hard work goes into the attraction stage but then the ball is dropped later in the process.
Your hiring manager needs to be at the centre of the process, always living and communicating the core EVP messages.
Identify the pain points in your company and build your core messages around addressing these.
Your Customer Brand and Employer Brand should be linked through core messages.
eg – Virgin Atlantic. Their CB – Your experience starts here. EB – The world is your oyster. Look at your existing marketing communications. Can these be tailored for your EB?
Some best practices for online review sites
Online review sites are a reality. Candidates will go onto sites like Glassdoor to find out what it’s like to work for your company. Here are some tips from the experts on how to manage these sites:
- Do not ignore these sites
- Use the data from these sites – eg, how many people are going from Glassdoor to your careers page
- If you are going to engage, be honest and sincere
- Aim to move the conversation off the site to address the issue on an individual level
- Deliver on your promises (don’t comment that you will resolve the problem and then provide no follow through – this will result in more negative reviews)
- Use this feedback to make improvements
- Most importantly – be proactive. Try to address peoples concerns before they land up on a site like Glassdoor leaving a negative review. Communicate throughout the employee’s lifespan within your company to identify issues before they escalate. Communicate during the application process, during the onboarding process and throughout their employment
Some things to consider:
- Have you ever applied for a job at your own company? Do it! Examine the entire process from start to finish. Map out all the pain points and points of contact. What can you improve?
- Always be upfront with candidates about important information such as how long the job application process will take from start to finish
- Be open and honest
Something to leave you with:
A study by Virgin Media attributed a £4 million loss in sales to poor candidate experiences.
Watch the full show below.