This is a guest post from Rowena Wilding, Head of Marketing at Boden Group, as part of our Recruiting Weekly Series. Rowena shares her thoughts on EVPs and what you need to do to help clients attract passive candidates.
Why should you be working with clients on their EVP? Well, let me explain.
Okay, so you have 10 vacancies to fill, and the few candidates you’ve managed to dig up for them, after days of searching, all have plenty of other options in hand.
Sound familiar?
Probably, because that’s the situation that every recruiter and hiring manager is currently finding themselves in.
So what’s your strategy for fixing this issue?
Well, your first step should be to ask this simple question:
Is there anything about the company you’re representing that would make someone choose this job over another offer?
And then:
Is there anything about the job ad that would even attract someone to apply in the first place?
Recruiters are well aware of how difficult it is to pin candidates down right now.
But other than telling your clients that the market is tough, what are you actively doing to help your clients vie for that talent?
A huge part of your talent as a recruiter is finding ways to add value to your clients, and in the current market, a key way of doing this is to help your client to articulate their employee value proposition (EVP).
What is an EVP?
Today, businesses need to think critically about what makes them great – they can no longer afford to think that their very existence is enough to entice new employees. They need to think about what makes them great. And as a recruiter – you need to help them work that out, and then articulate it.
This means that when you’re taking your job orders from your client, a great recruiter will include developing a compelling reason why a candidate might want to join this organisation.
It might include the company’s affinity networks, programs, benefits and values that demonstrate their commitment to people.
All of this contributes to an employee value proposition, which should be communicated in all of the organisation’s hiring efforts. It should be reflected in the company’s website, in the job ads you write for them, and in any conversations, you have with prospective candidates.
What makes a great EVP?
One of the ways to show your expertise to your clients is to advise them on how to go about creating an EVP. While many may want to take your advice on creating an employee value proposition, they may not know how or where to start.
And that’s fine, because they have you, and you can give them the advice they need on how to create their EVP and ensure it’s effective.
A great Employee Value Proposition must be:
Attractive
Okay, maybe this goes without saying. But the number of times we’ve seen companies advertise “free tea and coffee” or “free parking” or “20 days holiday plus bank holidays”. Offering the statutory minimum isn’t an EVP. Covering basic needs isn’t an EVP.
When you create your offer, you need to ask yourself what it is that would lure someone to come and work at your company over the perfectly good and stable job that they have at the moment. I.e., it needs to be a head-turning offer.
People-centred
Don’t create your EVP in a vacuum. Start with what you already have – your people. Survey them to find out what’s important to them and use that as the basis of your offer. Look at what you already offer that they love, but also take the opportunity to listen to what they want and work out how much of it you could implement.
There are plenty of initiatives that can make a huge difference to people’s working lives that don’t cost money to introduce. Affinity networks, mental health support, employee forums – these all put your people at the centre of your business, giving them a place to feel heard and supported.
Unique
Too many companies fall into the trap of looking at what other companies offer and then try to replicate it. But the problem with that is that your culture may be completely different to other companies. And if you’re trying to differentiate yourself from others, you need to make sure your offer is different.
It’s not just about benefits
A common mistake people make when creating their EVP is to make it all about the tangible benefits they offer their employees. But there’s far more to it than that. You’re looking to create a statement that not only shows the great things you’ll do for your employees but also helps them to see the value they’ll be adding to the company. People want to feel like their work is worthwhile and their contribution is appreciated. Make this a part of your EVP.
What are people asking for?
So you’ve wowed your client with your detailed knowledge of what an Employee Value Proposition it, and how they should put one together. But there’s almost certainly going to be a follow-up question. What are most people asking for now – what are the non-negotiables a client needs to be offering to compete?
Well of course, as we’ve already established, an EVP needs to be both centred on the employees and it needs to be unique. But there are a few things quick wins that every client can benefit from.
Increased flexibility: Could you offer remote or hybrid working? Flexible start and finish times? Wellbeing days?
D&I: Showing your potential employees that you care about creating a diverse workforce is crucial to tap into the widest available talent pool. Some companies are implementing period and menopause leave. Many have begun to set up affinity networks and mentoring/buddy schemes.
Employee engagement: Staff recognition and appreciation, incentives, loyalty schemes, staff awards – show your staff that you’re not a number, but that their contribution to the company is valued, and you recognise that the company’s success relies on their effort.
Benefits: Offering above the statutory minimum is an easy way to show employees that you’re giving back to them – pension contributions, holiday allowance, bonuses… make them industry-leading, and you’ll be at the front of the queue when people are looking at their options.
Culture: Ultimately, though, it’s compassionate and supportive leadership that people want most of all. People don’t leave jobs, they leave managers, so making sure you’re the kind of manager who looks after, develops and supports your people is the key to attracting and retaining great people.
As a recruiter today, showing your added value is only going to help you strengthen your client relationships, and helping clients to define their EVP will make it easier to attract great candidates. So it’s a win-win!
Author Bio:
Rowena Wilding is the Head of Marketing at Boden Group, a specialist Facilities Management and Property recruitment partner. She’s got a bee in her bonnet about making b2b marketing less boring, and has a passion for Diversity, Equality, and Inclusion. She represents Boden Group as members of the LBTQ+ in FM Steering Group, and provides mentorship to women who are starting out on their marketing journey and aiming for leadership. If those are the kinds of things that interest you, you can connect with her on LinkedIn for lots more!
