From recruitment to onboarding and career development, read our guide for SMEs on how to implement your EVP (Employee Value Proposition) across your business.
So you’ve developed or improved your business’s EVP – Employee Value Proposition. Not there yet? Read our guide on how to build or enhance your EVP here; discover what goes into an EVP and get inspiration from companies like PwC and HubSpot, who have developed clear and effective EVPs.
If you’re ready to roll-out your new or enhanced EVP, there’s a lot to think about to get it right. A compelling EVP can be a key driver for attracting, engaging and retaining talent, and it should be embedded and communicated throughout your business.
You can implement your EVP through a variety of mediums, such as recruitment adverts, careers websites, training schedules, and performance development materials.
In this guide we cover how and where you should roll-out your Employee Value Proposition, and ways to measure and improve it.
Implementing your EVP
Your EVP should be implemented across three key business areas:
- Career Development
Here’s what you should consider for each one.
In order to stand out in the job market, and especially when hiring for hard-to-fill roles, employers can use a company’s EVP to differentiate themselves from competitors.
Candidates will often research a company before applying for a role, and now more than ever it’s about finding the ‘right fit’ – both for the employee and employer. Communicating your EVP throughout the recruitment process allows you to help potential candidates form a positive impression through each touchpoint they have with your business during this stage.
Try these tactics for implementing your EVP into the recruitment process:
Optimize Your Job Listings
From ads on job boards, to social posts letting people know you’re hiring and even the messaging your recruiter uses when describing your business to candidates, ensure the key qualities of your EVP are communicated at the very start of the hiring stage. Do you have a great benefits offering, opportunities for progression, or an awesome company culture? Communicate what sets you apart from other employers, and you’ll maximise your chance to attract the best talent.
Create Careers Pages
Some companies have dedicated careers websites that bring to life what it’s like to work at the company, with video testimonials, employee success stories, career matching tools and virtual tours of their offices. Even if you’re not working with the same level of budget and resource to make this possible, you can still use a careers page on your website to communicate your EVP and show what you have to offer new hires. Here’s what to include:
- Summarise your EVP and feature it prominently on your page. Check out Yelp’s careers page; they highlight their ‘five-star career’ EVP prominently at the top of the page and re-iterate this proposition throughout, from their ‘five-star’ perks to offices. Job seekers quickly get an understanding that Yelp is heavily invested in its people and provides a range of benefits and opportunities to ensure its employees are happy and successful.
- Feature your culture and values. With culture fit a key factor in retention, don’t overlook the importance of highlighting your culture and values to potential candidates. If you have a workplace culture you’re proud of, highlight it on your careers page –even better, let employees do the hard work for you, and feature quotes about what makes your culture so appealing.
- Highlight opportunities for progression. Career development and opportunities for further training may be a key part of your EVP, so use your careers page to communicate this. From employee stories, which give job seekers an insight into the potential career paths available at your company, to a map of your office locations, use your careers page to demonstrate the opportunities on offer for successful candidates.
So your new hire is through the door – what next? You’ll want to reflect your EVP throughout the onboarding process. Focus on the employee experience to make them feel welcome and connected with your brand. Here’s what you should consider when implementing your EVP into onboarding:
Communicate values and culture
These two areas are part of what makes up your EVP – your workplace culture and company values are unique to your business, and may be a key reason your employee chose to work for you. Don’t overload your new hire with too much information on their first day; instead, why not focus on high-level values, your company’s mission, and meeting the leadership team? Your workspace should also reflect your culture, so an office tour can give new employees a great first impression and is a good opportunity for them to get to know the people they’ll be working with.
Align your onboarding process with your EVP
When planning your onboarding process, keep revisiting your EVP – if ongoing training is part of what you do well, ensure new joiners are provided with a comprehensive training plan and know where to access further learning materials. If you offer a wide range of attractive benefits, does your onboarding process ensure employees understand how they work and where to find them? From a culture and benefits book, to introductions with the leadership team and other departments, you can use a range of approaches to help communicate your EVP throughout the onboarding process and show your company is one where they’ll want to stay.
Career Development can be a core driver of retention and performance, and the career development structure and opportunities in place at your company will form part of your overall EVP.
If part of what sets you apart are the opportunities to progress, ensure that managers talk to employees regularly about their development. Set goals with employees, then help them create a plan to meet that goal. Even if you don’t have the budget to offer external training, perhaps you can connect employees with mentors within the business, let them work on special projects alongside their current role, and experience job shadowing with more senior colleagues.
Measure and Improve
Once you’ve implemented your new or enhanced EVP, there’s still some work to do to make it a long-term success. Implement KPIs and reporting processes that will keep your organisation accountable and allow you to measure the success of your EVP. Making this part of your strategic cycle will let you continuously improve your offering and remain an attractive and competitive employer.
Here are a few EVP measurement tools to help you track its success and the positive impact on your business:
• Applicant: Interview ratio. Are you attracting more prospective candidates for your roles?
• Glassdoor ratings
• Traffic to your careers pages or website. Is this increasing over time, indicating more interest in your employer brand?
• Retention figures
• Employee survey data
• Exit interview feedback
Adecco can help put the right people on your team and give you the support and resources you need to keep them there. To learn more, contact us today.
As an SME, it can be hard to compete with larger businesses when hiring. Get tactics and example EVPs to build or enhance your own Employee Value Proposition.
It is no secret that the world of work is ever changing. Recent headlines suggest the impact of technology, robots and AI on the employment market could be both drastic and disturbing.