Why should a candidate come to work at your organization?

As an employer, you've probably asked yourself this question, right? What answers can you provide?

You offer a salary, okay, but what more?

What value(s)- Employee Value Proposition (or EVP)-do you offer to your candidates?

Still today, in the majority of cases, it is indeed compensation and financial benefits that drive the choice of one employer over another. But that's not the only lever to promote your employer brand, as this Employer Brand Researchconducted by Randstadt in 2017 shows.

We can observe in the graph below that between 2016 and 2017 the vision of the French has evolved: the interest in remuneration remains number 1 but decreases, while work atmosphere and work-life balance are nipping at the heels of the simple "lure of gain.

Salary is still #1 - but for how long?

So, there would be values other than hard cash at stake in recruitment?

Yes - and especially when it comes to high-volume occupations, where the salary component blends into an overall "package."

This is referred to as the value proposition (EVP for Employee Value Proposition sometimes also referred to as the Employer Value Proposition) that you can offer your candidates, i.e., what can convince a qualified person to apply for a job with your company.

The value proposition is your sales pitch, what differentiates you, what makes you unique and authentic as an employer.

"Sale," "value," "differentiation"? Those are some strange sounding words Marketing don't you think?

Yes, we're talking about Marketing-for-recruiting, The Super Agency's specialty!

Here are four areas you can work on to define and communicate the added value of your employer brand:

1 - The development opportunities you offer

According to the LinkedIn study "Why & How People Change Jobs" the lack of opportunity for growth is the number one motivation for employees to leave a job to work elsewhere.

In this graph, we read that this is the reason for 45% of departures.

Reasons why employees leave their jobs

Development opportunities include advancement within the company in terms of promotions and taking on responsibilities, but also in terms of training and skill development.

Concretely, to highlight the development opportunities offered by your company, you can rely on original content (articles, testimonials, documentation etc.) that transparently explains your internal promotion and personal development process.

This content strategy is at the heart of the Inbound Recruiting.

EDF, for example, has chosen to communicate about the professional development opportunities offered by the group.

The Group Management University is open to all managers.

EDF provides employee training through a CrossKnowledge platform

Chez McDonald's highlights the opportunity to grow from a team member position to a restaurant manager. The company communicates its employer brand by highlighting the opportunities for internal growth and support for employees from entry-level positions to managerial positions.

The No. 1 fast-food company provides long-term support for its employees

2 - Your dynamic and rewarding company culture

An unsatisfactory company culture, again according to the LinkedIn study, drives away talent.

The work environment and atmosphere are increasingly important in workers' decision-making.

Talented candidates seek to work in a certain climate, where there is team cohesion and employees are valued and appreciated.

The first step in this enhancement is through an optimized candidate experience right from the career site, which is often the entry point for the relationship between employer and future employee.

On the other hand, a strong corporate culture in terms of shared knowledge, values and behaviors can be a key element in your employer brand communication.

As an example, Chevron, the second-largest U.S. oil company, has established itself as a benchmark in terms of corporate culture - despite the bad publicity that such companies can receive. The brand's employees champion "the Chevron way" (the Chevron way), and praise the commitment to health and safety (sports and wellness programs are offered, for example), the support given to employees, and the federation of team spirit.

Chevron highlights the team spirit that prevails in the company

Another example, on the opposite end of the spectrum from Chevron, and a very tricolored one at that: Chanel.

The prestigious househas endured through the decades by remaining true to the principles cherished by Gabrielle Chanel, its founder. The corporate culture, halfway between a family business and a luxury multinational, is based on values and a history that are strongly rooted in the collective imagination.

Didier Sabas, former president Europe Chanel explains, "when someone enters Chanel, in a position of responsibility, they are first asked to look, observe, and immerse themselves in the culture of the Brand."

3 - Your status as a leader in your industry

The best candidates tend to gravitate to organizations with a proven track record, positioning themselves as the best in the business. These companies become "the place to be" (or "the place to work") and place this argument at the heart of their employer brand communication.

However, this statement should be qualified: working for a challenger can be an exciting adventure for employees seeking a challenge.

We can take for example AXA which, in its employer brand communication, skillfully plays with a formula that mixes the role of challenger and leader : "In a fast-changing world, we challenge on a daily basis in our insurance business. It is this spirit of challenge that keeps us a step ahead.

Axa, though a leader, highlights its daily challenge to keep its status

4 - Your vision for the future

Working for an organization with a vision is devilishly exciting, especially for the crème de la crème of the market, who are often looking for new challenges >!

If you hope to hire the best candidates then you need to stimulate them with a tantalizing and exciting vision for the future.

Let's take the example of SpaceX. What is their message? To enable the human species to live on other planets. Not too shabby a motivation, right?

Qui ne rêverait pas de participer à la conquête de Mars ?

But innovation can be much more mundane, such as: underwear!

French startup Spartan has launched the first anti-wave boxer shortscapable of preserving men's health and fertility by blocking waves from phones and wi-fi networks. Top talent is vying to join this fast-growing company.

PVEs are numerous, and must be thought of as part of a true Inbound Recruiting strategy.

And you, what is the value proposition of your business?

We can help you define it around targeted profiles, the Candidate Personas. 

Contact us to learn more!