Employer Branding
Employer branding is the process of forming a positive image and reputation that establishes your company an attractive employer.
While it is ever evolving, you may be surprised to know that your employer brand is somewhat out of your control. You can try your best to shape it through marketing or social media, but, ultimately it lies with your talent touch points – past, present and prospective employees. How these audiences perceive you and feel about you will have a major impact on the way they behave – what they say about you to others, whether they are committed to staying with you and whether they feel compelled to join your team.
Related: How to ask for employee testimonials and why they’re so valuable
Employee Value Proposition
When you attract great talent, you need to keep them engaged.
An employee value proposition refers to your talent offer - the bespoke set of benefits and rewards that your employees receive in exchange for their skills, knowledge, and experience. Consider it your proposition of ‘why you should work for us’.
Unlike employer branding, an employee value proposition is controlled by you as the employer. It’s your chance to articulate your organisational values and the benefits that set your business apart from your competitors. This might include: parental leave policies, flexible work arrangements, remuneration and discounted memberships.
Related: How to create a compelling employee value proposition to attract top talentConnecting employer branding and employee value proposition
A strong employer brand can help to attract great talent, but it’s the employee value proposition that makes them stay and thrive.
Think of it in the context of product marketing. As a customer, you may be drawn to a product through compelling marketing, however, if you’re expectations aren’t met it’s unlikely you’ll become a long-term customer.
Similarly, in the case of attracting top talent, it’s essential that both components align so that candidate expectations are met (and hopefully exceeded).
To strengthen the connection between employer branding and an employee value proposition, actively work towards:
Streamlining your messaging – Using consistent messages that ensure your branding promises come to fruition with real life value.
Showcasing your employee value proposition – Advertising your employer value proposition as part of your branding campaign.
Spotlighting employees – Leverage your best advocates! Positive employee experiences go a long way in strengthening your strong employer brand and reinforcing your employer value proposition.
It doesn’t stop here. Be sure to measure the success of your employer branding and employee value proposition to assess their alignment. Consider factors such as employee retention, turnover, engagement and satisfaction rates.
Related: How to attract more candidates through social channels
Why create an employee value proposition?
There is immense value in the articulation of an employee value proposition.
Research has shown that organisations that deliver on their employee value proposition improve loyalty and commitment by 30% and decrease turnover by 69%.That said, additional research shows that only 18% of organisations differentiated their employee value proposition from other organisations with whom they compete for talent.Therefore, significant benefits await organisations who invest time and energy into the creation of considered, competitive and compelling employee value propositions.
Short Term Benefits
Attract top talent –
A strong employee value proposition will speak the language of the right people with the right values. This powerful tool can set you apart from the competition, making you the employer of choice.
Improve employee engagement –
There is great value in employees who feel valued. Expect a sense of purpose, belonging and engagement in return for a clear set of employee value proposition benefits.
Increase retention rates –
An enriching employee experience is mutually beneficial. A strong employee value proposition can fuel employee satisfaction and loyalty, saving you the expense of rehiring and retraining.
Long Term Benefits
Enhance corporate culture –
Put simply, connected people perform better. A solid employee value proposition emphasises an organisation’s values, creating a sense of community and a collective purpose.
Improve Productivity –
An engaged workforce is the best kind of workforce. Motivation inspires efficiency and a solid employee value proposition clarifies employee expectations, fuelling a sense of value, purpose and productivity.
Enhance brand image –
A good reputation is earnt not bought. A distinct employee value proposition provides a compelling set of benefits for employees. When an organisation is known for valuing its employees, it can help to attract clients and customers who share those same values.
Employee value proposition and the influence on employer brand
In Australia’s competitive employment market, a well formulated employee value proposition has the power to influence and elevate your brand, making it more attractive to potential employees. With employers in desperate need of talent, it’s time to level up when it comes to the employee experience.
Will Cannaby, director at Robert Half and specialised finance and accounting recruiter believes that experience is everything, especially in the digital age. “Before I try a new restaurant, the first thing I do is seek out reviews. The same now applies to workplaces”, he says. “We live in an era where employee reviews and experiences have huge reach in the online space. This can be a blessing or a curse for businesses depending on the quality of their employee value propositions.”
Crafting a well-rounded employee value proposition take time, effort and resources but, the investment is well worth it when it comes to the three major branding benefits:
Competitive Advantage –
Communicating clear values and benefits differentiates your business from others. With a unique edge comes a greater chance of becoming the preferred employer for star candidates.
Employee Satisfaction –
A compelling set of benefits elicits a feeling of appreciation amongst employees. This engagement fuels retention, mitigating the need for recruitment and unnecessary training costs.
Corporate Reputation-
When an organisation is revered for valuing and rewarding their workforce, their market reputation is strengthened. Positive word of mouth and employee referrals can ultimately position them as an employer of choice.
Employer branding and an employee value proposition are vital elements of talent management. While a strong employer brand can attract top talent, it’s the employee value proposition that drives them to stay. In today’s competitive market, it’s critical to align both components to attract and retain top talent. In doing so you can elevate your employer brand, enhance employee experience, increase productivity and improve the quality of new hires by becoming an employer of choice.
If you’re looking for your next candidate, our experienced team of talent specialists are here to help. Contact us today.
Reference:
https://www.roberthalf.com/au/en/insights/management-tips/how-does-employer-branding-connect-employee-value-proposition
https://youtu.be/AUpC3ANjYyk
1. Ambler, T., & Barrow, S. (1996).** *Employer Branding.* Journal of Brand Management, 4(3), 185-206.
2. Backhaus, K., & Tikoo, S. (2004).** *Conceptualizing and researching employer branding.* Career Development International, 9(5), 501-517.
3. Rothwell, W. J., & Sredl, K. (1992).** *Mastering the Instructional Design Process.* Jossey-Bass.
Employer branding plays a crucial role in shaping the perception of a company as an employer of choice. It encompasses the image, reputation, and values that the organization portrays to potential candidates and employees.
ReplyDeleteCertainly , Employer branding is pivotal in presenting a company as a preferred employer. It reflects the organization's image, reputation, and values to both potential candidates and current employees, influencing their perceptions and decisions. Well said!
DeleteThe synergy between employer branding and employee value proposition is undeniable. When both elements are aligned, organizations can cultivate a workplace culture that to attracts top talent and retains and engages employees, driving long-term success."
ReplyDeleteAbsolutely agree! The alignment of employer branding and employee value proposition is crucial. It fosters a positive workplace culture, attracts top talent, and enhances employee retention and engagement, ultimately contributing to long-term success.
DeleteNice Work , Mr Jagath employee Value Proposition (EVP) is a powerful tool used to attract and retain top talent in today's competitive job market. It essentially communicates the unique set of benefits and experiences an employer offers in exchange for an employee's skills and dedication.
ReplyDeleteJagath, your post on the connection between employer branding and employee value proposition was a fantastic read. Your analogy to product marketing and the emphasis on authenticity in what companies offer versus what they promise are spot-on. This piece is a great guide for organizations aiming to improve their appeal to both current and future employees. Great work!
ReplyDeleteThank you so much for your thoughtful feedback! I'm thrilled to hear that you found the post insightful. Drawing parallels to product marketing and highlighting the importance of authenticity are indeed key aspects when considering employer branding and employee value proposition.
DeleteEmployer branding plays a crucial role in attracting, retaining, and engaging talent, as well as shaping the overall reputation and success of the organization. Great work & Great post !!!
ReplyDeleteThanks for your positive feedback! Absolutely, employer branding is essential for attracting, retaining, and engaging talent, and it significantly impacts the organization's reputation and success. I'm thrilled to hear you enjoyed the post!
DeleteThis article provides valuable insights into the importance of employer branding and employee value proposition in attracting and retaining top talent. It effectively emphasizes the need for alignment between these components to enhance the overall employee experience and elevate the employer brand. Well-articulated and informative!
ReplyDeleteThank you for your positive feedback! It's great to hear that you found the article informative. Aligning employer branding with a strong Employee Value Proposition is indeed vital for attracting and retaining top talent, enhancing the overall employee experience and brand reputation.
DeleteA Wonderful article, A well-crafted value proposition can provide a competitive advantage, and employee satisfaction, and strengthen a company's reputation. By communicating clear values and benefits, businesses can differentiate themselves, attract top talent, reduce recruitment and training costs, and build a strong market reputation. This can lead to positive word of mouth and employee referrals, positioning the company as an employer of choice.
ReplyDeleteYes, good writing, Peter Blau in 1964, this theory says that employees and employers should work together. This is shown in a good EVP by talking about the value the company gives to workers (pay, benefits, work environment, etc.) in return for their skills, experience, and contributions.
ReplyDeleteThank Dinesh for your comment! You're absolutely right. Peter Blau's theory from 1964 emphasizes the importance of collaboration between employees and employers. A strong Employer Value Proposition (EVP) indeed highlights the mutual benefits that both parties can derive from their relationship.
DeleteGood Article! valuable insights into the importance of employer branding and crafting an effective employee value proposition to attract and retain top talent. It emphasizes the significance of aligning both components to enhance employee experience and improve overall productivity.
ReplyDelete