How to Design a Customized Employer Value Proposition

July 18th 2018


If you need to lower the cost per hire, want to recruit the best top talent faster or desire to hire a multigenerational workforce at warp speed, it is crucial to differentiate your company from its competitors. As an HR professional or recruiter, you know that writing a job ad isn’t going to attract the best candidates. If you want to create a competitive advantage and appeal to the type of candidates your company wants to attract and hire, you need to have a strong EVP in place. Here’s how:


Why we need an EVP in a changing Job Market Environment

Contrary to popular belief, most candidates don’t switch jobs for more pay or benefits. Don’t get me wrong it is still an important factor, but it is no longer the driving force that will entice candidates to change jobs. Employers must find other ways to connect with today’s top talent. Creating a transparent and accurate Employer Value Proposition (EVP) is the most viable solution to make this happen.


3 Elements of an EVP

Every strong EVP must consist of the three vital elements.

1. Candidate Persona

Your EVP must speak to the candidates that are most likely to work for your company. To do this, you must first understand who your “ideal” candidate is, what they think and how they behave online. Creating a candidate persona that represents your targeted candidate can enable you to write an EVP that speaks directly to them.

2. Motivating Factors

You also need to know what motivates your targeted candidate to start looking for a job. What are the pains (reasons why candidates would leave their current job) and the gains (why candidates would be willing to work for an employer) your “ideal” applicants consider when changing jobs?

3. Candidate Profile

Take all the data and information you have collected and transform it into a one-page, actionable candidate profile document. This document can help you form an EVP that will attract top talent candidates that are a good “fit” for your company.


Mapping a Customized EVP

Employers must develop an EVP that is unique to the values and attributes of their company. The following actionable tasks can help you map out a customized EVP that tells your employer story.

#1 Create Workplace Value document

Your EVP should detail the benefits of working for your company. Not just the standard benefits like medical insurance and paid time off, but also the work culture, goals and values. Develop a one-page actionable document on how you believe your vacancy and company will create real value in the life of the applicant.

#2 Analyze Unique Attributes

Data collection and analysis can help you determine what your “ideal” candidate cares about, what values are important to them and what would entice them to work for your company. Through this process, you will discover your unique attributes as an employer.

#3 Analyze Candidate Data

Collect data from your candidate profile document and your workplace value document to craft a condensed, actionable, one-page document that describes your company’s unique EVP.

#4 Test EVP

Testing is an integral part of a successful EVP. You must test the EVP within your organization and hiring team to determine its effectiveness and make adjustments if necessary.

#5 Always Customize

An EVP is all about customization. It must speak to the specific values and benefits of your company. Customization requires the collection of data and analyzation. It is important to repeat this process to tailor a customized EVP that speaks accurately and effectively about your company workplace.

A strong EVP can help you get ahead of this transformation and tell the candidate why they should work for you. Speaking directly to your targeted candidates will help to attract high-quality applicants that are “ideal” for your company’s workplace environment. Contact Tulsie today to find out how our smart sourcing services can help you develop the customized EVP you need.

Written by: Sushila Ramkisoensing

Back to resources index