systematicHR

The Human Resources IQ Blog has a nice write-up for creating a great employee value propusition and it’s affect on attracting and retaining talent. At systematicHR, we’ve been using the term employer branding, but if fact the two terms may be slightly different. I actually see the employee value proposition as a subset of the total employer brand, but the authors at the HR IQ blog are fundamentally on the right course. (See my previous articles on employer brand 1, 2, 3)

In the current war for talent, companies have to promise more than a pay cheque to turn potential employees on. Many companies have already realised the power their brand can have when it comes to attracting employees. But just presenting your logo isn’t enough anymore either. Businesses need an Employee Value Proposition that taps into the employment markets’ desires and needs, and engages potential employees emotionally as well as fiscally.

Everyone is different, and every employee looks for something different in their professional environment. A unique and compelling Employee Value Proposition (EVP) helps you attract and retain talented people that best suit your business, and vice versa.

An EVP is more than a package of attractive financial benefits, holiday allowances and career opportunities. Anyone can copy these basic elements. An EVP is what sets you apart from other employers by presenting what your company stands for, and making it easy for employees to see why you are the right match for them. When the EVP, driven by your brand, is clearly connected to your business purpose, the people you employ will be more aligned right from the outset. ((Bateup-Carlson, Adrienne and Campanaro, Heath, May 15, 2006. “Become a Talent Magnet with a Winning Employee Value Proposition. Retrived from http://humanresourcesiq.blogspot.com on May 21, 2006.))

The key is that we haven’t talked about this in a while. Building your employer brand is as critical to your talent management strategy as understanding the necessary competencies for product delivery. Adrienne and Heath list out some great ideas for helping develop the employee value proposition. Check this article out and then head on over to the HR brand guru (Regina Miller).