How to Build a Compelling Employer Value Proposition [Webcast]
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Learn how to build a compelling talent brand starting with defining your employer value proposition. The employer value proposition (EVP) is a unique set of offerings, associations and values to positively influence target candidates and employees. A company needs a unique EVP to attract top talent into their organization. You will learn the steps needed to build an EVP and how to promote it across LinkedIn's network to attract top talent. Learn more about our solutions here: http://bit.ly/1pO9nnt
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How to Build a Compelling Employer Value Proposition [Webcast]
- 1. March 2016 #talentbrandrevolution #hiretowin Talent Brand Webinar How to Create a Compelling Employer Value Proposition
- 4. #talentbrandrevolution Agenda 1. Assess the current state of your EVP and talent brand 2. Research internally among your existing employees 3. Research external brand perception 4. Create and test your EVP 5. Bring it to life across LinkedIn and beyond
- 6. #talentbrandrevolution Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced. What is a Brand? Persausivebrands.com
- 7. #talentbrandrevolution An employer brand is the values and attributes a company defines about their organization as a place to work. It is the essence of what they promise to existing and potential future employees. What is an Employer Brand?
- 8. #talentbrandrevolution What is a Value Proposition? A value proposition is how a company will differentiate and position itself in the mind of it’s target customers. A value proposition is a company’s set of benefits or value it promises to deliver to it’s target customers to satisfy their needs through it’s product offering.
- 9. #talentbrandrevolution The Ultimate Value Proposition Example
- 11. #talentbrandrevolution Value Proposition do’s and don’ts Do… Articulate it quickly and clearly You don’t get a second chance to make a first impression Ensure people know how you or your products and services can help them at a glance Use consistent language and images Bring the value to life with examples, testimonials an authentic voice Don’t Be vague Use inconsistent language Talk about yourself and not what benefit you provide to the customer
- 12. #talentbrandrevolution What is an Employer Value Proposition? An employer value proposition is how a company will differentiate and position it’s self in the mind of it’s existing employees and targeted potential future candidates. An employer value proposition is a company’s set of benefits or value it promises to deliver to it’s existing employees and targeted potential future candidates as place of work.
- 13. #talentbrandrevolution Examples of an EVP Courtesy of Link Humans (Feb 5, 2016) featuring Jorgen Sundberg, Founder Link Humans and Marie-Dominque Jacquet, Director of Employer Brand at L’Oreal
- 14. #talentbrandrevolution Examples of Employer Value Propositions
- 15. #talentbrandrevolution Want more examples? Check out LinkedIn’s Most InDemand Employers of 2015 list. https://business.linkedin.com/talent- solutions/indemand-north-america-2015
- 16. #talentbrandrevolution 5 steps How to create an employer value proposition 1. Assess your current EVP Take stock of where you stand 2. Internal research Understand who you are 3. External research Understand who you want to hire 4. Put it all together Identify your unique offering relevant to your talent market 5. Communicate it Bring it to life on different channels and in different ways to relevant to the behaviors of your target talent audiences
- 17. #talentbrandrevolution Step #1 - Assess your current EVP Review your current assets Do an audit of your online presence Social media Company website Job boards Glassdoor Understand your current positioning
- 18. #talentbrandrevolution Understand who you are Step #2 – Internal Research In order to understand who you are as an organization you need to be able to answer the following questions… Who are we? What do we do? Why does it matter? Why do people work here? What do people not like about working here? Why do people leave? Tools for doing this research Executive sessions Researching company mission, vision & values Focus groups with employees New hire surveys
- 19. #talentbrandrevolution Sample New Hire Survey/Focus Group Questions 1. Were you familiar with our company before you applied for this job? 2. How did you first find out about this opportunity? a) Your professional network b) Social media c) Job board d) Company website e) I was contacted by a recruiter f) Other 3. If you used social media, which sites did you use? a) LinkedIn b) Facebook c) Twitter d) Glassdoor e) Other 4. If you used job boards, which job boards did you use? a) Indeed b) Monster c) Other 5. What about our company was most attractive to you? Rank on a scale of 1 – 5. a) Industry reputation b) Leadership c) Ability to make an impact d) Compensation and benefits e) Development programs Are you target audiences aware of you? Understand how people are finding your opportunities Understand which resources are people using. It’s not a one and done process! Understand what is most compelling about your company
- 20. #talentbrandrevolution Understand who you want to hire Step #3 – External Research In order to understand who you want to hire to best position yourself to your target talent you need to be able to answer the following questions… Who are we looking to hire? Where are they? What do they value? Who else is competing for them? What does your competition offer? Tools for doing this research Focus groups New hire surveys LinkedIn Talent Pool Reports LinkedIn Talent Brand Index Glassdoor
- 21. #talentbrandrevolution LinkedIn Talent Pool Reports
- 22. #talentbrandrevolution Build out different EVPs for your key talent segments Engineering Sales & Marketing Customer Service Reps
- 23. #talentbrandrevolution Custom EVPs for key talent segments Engineering Sales & Marketing Customer Service Reps
- 24. © 2016 LinkedIn Corporation. All Rights Reserved. |© 2016 LinkedIn Corporation. All Rights Reserved. | Talent Talent Brand Reach Talent that’s familiar with you as an employer • Viewing employee profiles • Connecting with your employees Talent Brand Engagement Talent that is interested in you as an employer • Researching company and career pages • Following your company • Viewing jobs and applying 24 19,402,488 members members 7,195,669 Example: Talent Brand Index XYX Company
- 25. © 2016 LinkedIn Corporation. All Rights Reserved. |© 2016 LinkedIn Corporation. All Rights Reserved. | 25 Talent Brand Index = Talent Brand Engagement Talent Brand Reach Talent Brand Reach Talent 19,402,488 members members 7,195,669 XYZ Company 37% Talent Brand Index can measure your talent brand What percent of people who know about you show an interest? Talent Brand Engagement XYX Company
- 26. © 2016 LinkedIn Corporation. All Rights Reserved. | 26 Employer of choice Weaker talent brand 103 of We can compare your Talent Brand Index vs peers TALENT BRAND Talent Brand Index Peers • Amazon • Apple • Cisco • Facebook • IBM • LinkedIn • Microsoft • Oracle • Yahoo • - XYX Company
- 27. © 2016 LinkedIn Corporation. All Rights Reserved. | 27 We can see how many members have engaged with your company vs your peers TALENT BRAND Talent Brand Engagement Peers: • Amazon • Apple • Cisco • Facebook • IBM • LinkedIn • Microsoft • Oracle • Yahoo • - XYX Company
- 28. © 2016 LinkedIn Corporation. All Rights Reserved. | 28 Your Talent Brand Index varies across the functions you are looking to hire… TalentBrandIndex Talent easiest to engage Talent hardest to engage TALENT BRAND Talent Brand Index – By Function
- 29. © 2016 LinkedIn Corporation. All Rights Reserved. | 29 Talent easiest to engage Talent hardest to engage TalentBrandIndex …and across the geographies where you have a presence TALENT BRAND Talent Brand Index – By Geography
- 31. #talentbrandrevolution Example: Employer Value Proposition To be the most attractive employer in the industry for talent who want to grow with a great company and make an impact. Career Stability Challenging Work Make an Impact Rewarding work Commitments Matter | Raise the Bar | Integrity | Results Vision Position Value Proposition Pillars Definition Essence Proof Points Values This is a company with a proven track record that can provide long term career opportunities Employees work on challenging projects and are continuously being challenged to apply their capabilities Employees have direct access to peers and decision makers and own the opportunity to make a positive impact in their roles. Company Awesome fosters a culture where it’s employees are valued and trusted. We are a well managed company providing stable careers combined with challenging work where employees can truly make an impact. • Zero layoffs in 50 years • Average tenure of employees is 15 years • Promote within policy • Belief in employee development through cross functional projects • Employee educational assistance • Pay for performance compensation • Direct access to decision makers
- 32. #talentbrandrevolution 1. Bring it to life on different channels and in different ways to relevant to the behaviors of your target talent audiences Step #4 – Communicate it
- 33. #talentbrandrevolution Example of New Talent Brand Commercials
- 34. #talentbrandrevolution Summary 1. Assess the current state of your EVP and talent brand 2. Research internally among your existing employees 3. Research external brand perception 4. Create and test your EVP 5. Bring it to life across LinkedIn and beyond
- 35. ©2015 LinkedIn Corporation. All Rights Reserved.
Editor's Notes
- How do they do this? Through the three member value props of our product: connect with your network, stay informed with the biggest variety of professional content, get hired and transform your career path.
- A different kind of layout, but well done. It tells a story of ‘what’ and ‘how’ . Easy to follow. Key features / benefits listed along with relevant imagery ‘Remember everything’ is a good slogan, but I’d add a specific sub-headline underneath it for improved clarity. They’re UVP is stated under the logo in the top right hand corner: “simplifying the business of life.” While it isn’t the first thing you see upon arrival, this quickly conveys how you benefit using their service. The main page scrolls between different services. Again, their showing how they benefit you with these services. - See more at: http://www.lean-labs.com/blog/25-companies-who-absoluteluy-nailed-their-unique-value-proposition#sthash.zUVLy4NS.dpuf What an innovative company Square is. Their physical product, the Square Reader, which allows users to accept credit card payments through their smart phones, is actually given to the customer for free. In turn, they receive 2.75% of the exchange. What a brilliant business model! Even better, all of this information can be interpreted from just the image above.
- http://linkhumans.com/employer-branding/loreal-employer-value The 3 main pillars of the L’Oreal EVP are: A thrilling experience Inspiring company School of excellence
- We can actually help you define your personas with our data. One example is by looking at our survey data about what is important to candidates when considering a job. We can slice and dice this data by geography, function, industry, and more, to help you identify some of those psychographic characteristics.
- How can we measure your employer brand? We start by looking at the reach and engagement you have with external talent TALENT BRAND REACH: Includes the people who know what it’s like to work at your company—those that are familiar with your company as an employer TALENT BRAND ENGAGEMENT: Includes the subset of people within your reach who are interested in you as a potential employer Research shows that people familiar with what it’s like to work at your company are the same people connected to and engaging with your employees on LinkedIn Research also shows that people who are interested in working at your company are the same ones who are taking that extra step on LinkedIn to learn more: browsing/applying to jobs on LinkedIn, following your company, and visiting your company and career pages.
- We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.
- We can measure your talent brand index vs your talent peers. Your competitors to the left of the graph have the easiest time engaging talent– talent shows high interest in them. Your talent peers on the right of this graph have a harder time engaging talent, because of their weaker employer brand. The stronger your brand, the easier it is for you to attract the right candidates to your roles.
- This measures # of engaged members vs peers However, this measure does not control for company size; the stronger your brand, the easier it will be to attract the right candidates to your roles.
- We can also use talent brand index to determine where to focus your employer branding efforts. For example, for your functions on the left of this graph, you have an easier time hiring talent, but for the functions to the right of this graph, it has been more difficult finding talent to fill your roles.
- Talent brand index can also assess the strength of your employer brand across the geographies where you are looking to hire. Given LinkedIn’s global pool of talent, we can help you boost your employer brand among the audiences where you need it most.