Why your EVP is not your Employer Brand

Posted on Updated on

light-bulbs-406939_1280 (2)

I feel like this statement needs be made.

An employee value proposition is, like many other things, an element of your employer brand, it is not your employer brand

It also does not mean that once you have an EVP that’s it, your work here is done you can pack your bags and walk away.

An EVP has a number of key objectives that it needs to achieve in order to be effective, worthwhile and of value.  It can’t be effective if all the other elements of an employer brand are ignored.  On it’s own, an EVP is just a series of empty statements that are neither emotive, engaging or persuasive.

In order for your EVP to mean anything, you first have to understand what the point is.

1) What is the point….

Meaning – what is the business trying to do?  What needs to shift in order for the organisation to meet it’s goals and objectives?  Do you need to grow the business? reduce turnover, increase engage?  What exactly is required?

I would love you to think right now, what EXACTLY do you need your employer brand to do.  Be really specific. Not just, attract new people……. which people? how many? who? where, when, how?

I would encourage you to answer these questions……….

2) What to do, what to do

Once you have your value proposition or people promise, what are you going to do with it?  Meaning, how are you going to bring it to life.  Five statements on a website does not quite cut it if you’re trying to create an engaging and business changing message.

Who are the people and what are the stories that you’re going to tell.  I’m also not just talking about two or three videos, I’m talking about building a story across multiple channels.

Do you remember those old Nescafe TV ads where there was a story. A woman had moved to New Zealand on her own and she ended up having coffee with someone and then met the love of her life….. (anyway I digress),  I was so engaged with the 3 people in those ads and I followed the story with every new ad they had, thinking what would happen next.

That’s the type of story telling I’m talking about.  Real.  Engaging. Exciting. I can identify with that kind of story telling.

3) How am I going to communicate it?

Of course it needs to be on the career site, but what else could you do?

Create a following to your story, in images and videos.  Create a trail for your target audience to follow and to engage with.

As an employee of your business, I may be on instagram one day, the career site the next and then you may find me on the company facebook page…..who know’s.

What’s the message I’m carrying? What’s the dialog that I want in return?  If your business is solving a global or local problem then what are people saying about the issue?  What do your employees think about  the issue.  How can I share more of what real people with real opinions are saying?

4) Does it hit the mark?

Are you reaching your audience? Are they engaging? How can you tell?

Measuring and engaging with your audience is what separates okay companies from great companies.  There’s no point putting a message out in the market and then dusting your hands off……now what?  Is it doing what we want it to?  Think about how you’re going to measure things before you put them out there and it will be much easier.

5) Adjust/Create/Refresh

We live in a world of ever changing and evolving content.  You have the platforms, ability and opportunity to create context to your content, to make it different and to stand out.  Tell the story, be creative.  If I said to you, you have to do something completely different to what anyone else is doing in the market….what would you do?

Oh, what I would do if I could tell your story………….

The Future of Recruitment – Greg Savage & Shane McCusker

Posted on

“Candidates will remember how you make them feel”

I think we forget many times that we’re dealing with people instead of commodities and this statement always drives that message home!

The Future of Recruitment  was the topic of this very interesting Google+ hangout conversation which is the topic of today’s post.

If you check out my Resources page, you’ll see a link to Shane McCusker’s blog.  I’m a big fan and I love some of his webinars; in fact here are a couple of my favs…. :

“LinkedIn for Secret Agents” with Lisa Jones from Barclay Jones and “Google Plus for Recruiters”

Shane recently had a Google+ Hangout discussion with Greg Savage which I found interesting and I thought I would share some of the discussion points that stood out to me.  You can go and watch it at the end of this post as well.

The key topic was around the future of recruitment.  Now whether you’re a fan or not of Greg Savage (some people have strong opinions for or against I’ve found!) I found myself wholeheartedly agreeing with the majority of what he was saying.

  • Big organisations are building their own internal/onsite teams to try and get rid of 3rd party recruiters to save on costs
  • Many agency recruiters are treating candidates worse and investing less time in building their own sourcing capability
  • Organisation are not spending enough time and money on social strategies to engage with candidates
  • The only way that the recruitment industry will remain viable is to be able to find candidates that client’s can’t
  • Recruiters only define someone as a candidate when they apply for a job, yet everyone is a candidate ALL the time.  Everyone is active, we just need to ignite them (I really love this term – Ignite!) Greg goes on to talk about seducing candidates into the talent pool and recruiters need to be skilled at bringing the candidate to the client ~ and that is the craft of recruitment.
  • Give anyone a COMPELLING opportunity and they will consider it.  They may not consider it today but they will consider having the conversation potentially for tomorrow or next year

When hiring a recruiter what should you be looking for?

Well apart from 5 key attributes of a great internal or onsite recruiter, which I wrote about recently HERE, here are some great tips by Mr Savage.

Find recruiters who are:

Digital natives or someone who gets it and wants to learn

  • I agree with this one completely!  I find recruiters that are not digitally astute to be less curious and capable of searching for candidates in a diverse range of channels.  Now I’m not saying they can’t find candidates but some methods may be more labour intenstive than it needs to be and there may be many candidates that are left untouched if sourcing channels are limited.

They have great networks and reach as well as the ability to connect with people

  • This is old school! and this may be were the sourcer and recruiter role separation is worthwhile.  It’s still an art to connect with people, sell the opportunity, be empathetic and personable, therefore the searching and the engaging may need to be done by two separate people if those skills are not natural for some of your sourcers or researchers.

Recruiters need to have deep knowledge in a niche

  • Trying to be everything to everyone, means most of the time you’re not good enough to be anything to anyone.  Harsh but true.  As candidate become easier to find, it’ll be the recruiters that have deep specialisation that will rise to the top as the experts in their field.

You need to be able to write well, whether it be blogging or tweeting to influence and create impact

  • Building a personal brand in the market will be one of the key areas for recruiters as they specialise further in their field.  If their reputation, knowledge and connections are exceptional, then specialised candidates and clients in this field will seek you out.

Recruiters with a personal brand that has empathy

  • Candidates are sick of their calls not being returned, just being another candidate that is managed poorly, therefore recruiters who have great candidate service and empathy will find candidate loyalty when every recruiter is trying to represent them.

To watch the full Hangout conversation the video is below.   If you only have a limited amount of time then watch from 15 min onwards.

What do you think are the key things that agency recruiters need to do to stay relevant in the market?