While I was in talent acquisition and HR roles, I was often involved in strategy development for candidate attraction and retention. I would help my team come up with creative ways to attract talent, which could be especially tricky depending on the type of candidates we were aiming for. Once I started in HR and recruitment marketing, I realized that these were also hot topics when it came to developing copy for employer branding initiatives. Regardless of the role I was in, I knew the importance of brand marketing, effective recruiter communications and reputation damage control. Although these are all exceptional ways to help a company become an employer of choice, I believed that companies missed a step in the process. Sure, employer branding is great but you can’t truly make it strong if you have nothing behind it. To be an employer of choice, you must start from the inside and develop your employee value proposition (EVP).
Having an employer brand isn’t going to be nearly as effective if your employee value proposition isn’t robust. Companies need to focus on developing this first before they can brand themselves in good conscious. If your previous or current employees were to give a testimonial, what do you think they would say? What about the candidates that already interviewed with your organization? With technology making it easier for people to find news and reviews about your company or social media allowing candidates to communicate with employees, companies need to realize that they can’t just “fake it until you make it.” People will see right through it.
To build or revamp your current EVP, consider the following:
- Surveys: Give the people what they want! Getting candid feedback from your employees can help you understand what retains them, what things they value over others and what they’d like to see for future offerings. Also, get additional feedback from candidates. Learn more about what attracted them to your company to begin with and why or why not they decided to move forward with the interview process. Accumulating distinct details about attraction and retention can aid in the development of new offerings and nix the ones that make no impact.
- Competitors: Look at direct competitors within your industry to see what you’re up against. If a candidate is interviewing at multiple organizations, having this competitor intelligence can make it easier to seal the deal and help make your organization present itself as a stronger choice.
- Voluntary Turnover/Exit interviews: If an employee is leaving your company voluntarily, it’s in your best interest to find out why. Any information you gather from their exit interviews can be invaluable when it comes to knowing where your company is falling short. For example, did the employee leave because of the long commute? Incorporate telecommunication opportunities. Did they leave because lack of growth potential? Work with HR about career succession. Every exit interview can be an opportunity for improvement.
- Forecasting and continuous revamping: The world is fast changing, which means the landscape of employment, candidates and offerings will change quickly too. Employers need to focus on correcting or revamping their EVP for the here and now and they also need to stay on the forefront of what employees or candidates could want in the future. Staying ahead of the curve can limit any risk and make your talent acquisition strategy proactive. Revamping the EVP can keep it fresh and engaging.
- And, of course, branding: Once you get all the details of the EVP squared away, you then have a really strong backing to help with your employer branding initiatives. Your brand can speak to things you’ve already implemented and employees can give their testimonials to confirm that your company practices what it preaches. Showcasing your future initiatives and how you value employee and candidate opinions can make those researching your company more engaged and excited to see what’s to come.
Your brand has to start from the inside. Before you can catch up with the trend of building a brand, social media recruitment, video branding and candidate experience, you have to make your employee value proposition into something worth talking about.
When I first considered human resources as a focus in college and as a career path, I always felt the intense desire to be that person that found the potential in others. I wanted to find that perfect person for a company’s needs. I wanted to find that connection and help companies discover a person’s hidden talents that may have been overlooked. I wanted to hone in on those aspects to a person, learn their passions, and help them foster it. I wanted to be the reason why a company had progressive employees. It wasn’t just about talent acquisition for me. It was about improving the internal team. These individuals weren’t going to be just another employee- they were going to be the people that made the difference.
As I got more involved with human resources, I started to realize that in order to succeed, you had to build a relationship. As I thought of my own personal relationships in the past, I thought about the best and worst aspects of them. I recall growing up and having those highly emotional, yet highly destructive relationships. You know, the ones that you feel like you’ve just sunk yourself into a black hole and it will take forever for to build yourself up again. When I matured a bit more, I realized that all relationships don’t last forever and that the best thing I could do is to try to be supportive to the other person in the relationship. Let them build themselves up as an individual so if things didn’t work out, they wouldn’t be left with nothing. They wouldn’t have to start over again.
I feel like these aspects are very similar to an employer/employee relationship. I’m sure we’ve all experienced some sort of negative situation: the employer didn’t care; you hit a glass ceiling; it was a hostile work environment; your employer was underutilizing you; and so on. I’m sure you’ve experienced the times when you were disengaged, dreading to go to work. I’m sure there have been times when you wanted to just give up because it didn’t seem like anyone noticed or recognized your efforts anyway, so why not put in the bare minimum. I’m sure there were also times when you had positive experiences. Maybe you still talk to your previous employers or coworkers. Maybe you also talk highly of them and would have stayed with them if they had the opportunities that matched your professional goals.
As an HR professional, I’m wondering what we’re doing to change these employees’ experiences into a positive one. With the way the world of work has changed, it’s becoming a common trend for employees to move on from an employer within a few years, whether it is voluntary or involuntary. What are we doing to make them feel like they’re a better person and employee by the time they move on? Are we developing those relationships? Are we giving them the resources and tools they need to build themselves up? Are we utilizing their untapped skills so they feel like they’re making the most of their time and effort?
I never wanted my experience in HR to be about “policing” employees. I didn’t want to be the warden of policies and disciplinary action. I didn’t want to be the one putting up so much red tape that employees felt stuck. HR has the ability to do something greater for their workforce. They have the ability to help with career progression. I want to know that my efforts impacted my employees’ lives so when and if they do leave the company, they are leaving with something more than what they came in with.
Nothing like a little healthy discussion about leadership on #Tchat last week. Of course, there are plenty of leaders out there providing their advice on how to be an effective leader, but I don’t think leader-to-leader advice is the best way to consider all angles. In this chat, we were able to get some employee/follower insights about what we would want out of our leaders. It was very interesting to get their responses and discover the attributes that they value in a leader and also what they think needs some improvement.
Are you missing the mark?
- Stop walking too far ahead: of course, a leader’s main objective is to pave the way for the future. But are they pushing through the obstacles and trudging ahead without a glance backwards? It’s important to provide direction to your people but you need to also be involved in the group, otherwise you’ll never know if you’re being as effective as you could be.
- You can dish it out, but you can’t take it: a big thing that is valued in the world of work is continuous feedback. But it shouldn’t only be one-way. Sometimes people need to be led differently. A leader will never know the greatest way to lead his/her people to the best of their abilities if they don’t open up to two-way communication and feedback.
- No one’s perfect and you’re not an exception: the quickest way a leader can lose faith from their followers/employees is to act like they know everything. We don’t want to hear, “It’s my way and that’s final” or “This is how it’s always been done and we’re sticking to that.” Things in business change pretty quickly and so should you. We will respect leaders who are open to continuous learning even if they experience some failure along the way. Why would anyone want to follow someone who seems to be out of touch with the current state of things?
- Are you using the tools forced upon us: companies are adopting all sorts of new procedures or technology to help collaborative efforts. Additionally, these things are supposed to help with communication. But what good is it if the people that can make a change (cough, leaders) don’t actually utilize these things? So, basically, we’re wasting our time going through these motions without being heard.
We’re not out there pointing fingers at leaders and telling them they’re at fault for something. Honestly, we just really all want to work together in the best way that we can, which will take equal effort on both our parts. Sure, things can get messy and sometimes our attempts won’t always pan out. But even if that’s the case, are you still a leader worth following?