In times when UK employment is at its highest rate since 1971, organisations are outbidding each other to attract top talent. Employees have more choice and flexibility than ever before in the jobs market. Organisations are turning their attention to what can be done outside of increasing wages to differentiate themselves from the herd. 

But, where to start? Many organisations would approach this by examining their vision, values and culture. They would then create an Employee Value Proposition with their branding and recruitment teams, reflecting these aspects. The problem many organisations see is marketing the right Employee Value Proposition which matches these high priority strategic aims. This is before the conundrum of successfully communicating the Employee Value Proposition to candidates.

However, organisations already have an internal Employee Value Proposition!!

Whether organisations are aware of it or not, every single organisation has an Employee Value Proposition. This Employee Value Proposition attracts candidates and impels employees to stay at the company. A compelling Employee Value Proposition isn’t about matching organisational goals to the strategy for marketing purposes. Instead, it’s about real employees expressing real feelings about the organisation. This results in the organisation’s Employee Value Proposition reflecting the real culture at play.

So, why shoehorn in an Employee Value Proposition? It may align with the defined vision, values and culture created in a C-suite environment, away from the front line. But you can test what the real culture of the organisation is and channel that into your Employee Value Proposition.

A three pronged approach can help maximise your Employee Value Proposition. By farming a more organic Employee Value Proposition, it will feel authentic to employees, manage expectations of new hires, and increase the value staff gain from working at your organisation.

1.Measure your internal Employee Value Proposition

In doing so you will grasp what employees really value at working for the organisation. You will also see the areas which can be improved, and the aspects of work where your efforts are not providing value. These aspects are just costing you time, energy and money.

2.Look for differences between senior management and the rest of the organisation

When looking into Employee Value Proposition results, the degree of alignment or contrast between your senior leaders and the rest of the organisation provides a sharp indication of how connected the organisation is. The focus should be on what employees really value in their work. Instead, too many organisations focus on what management want employees to value.

3.Align the real culture of the organisation to the Employee Value Proposition you take to market

Doing your homework is crucial here. Only once the previous two stages have been completed should you contemplate articulating your Employee Value Proposition to employees and candidates.

How do I maximise my Employee Value Proposition?

This organic approach to creating a compelling Employee Value Proposition will ensure not only that you attract candidates with the best fit to the organisation, but also that existing employees are engaged with an organisation that listens to them, and really understands what they value at work.

Once you are clear internally about what your Employee Value Proposition is, it is then crucial to communicate the fruits of your labour to existing employees and the wider world. You should then be reviewing your Employee Value Proposition as your workforce and strategic aims change over time.

When creating your Employee Value Proposition, it is important to take the organic approach to harness what existing employees value, rather than marketing a PR exercise which could disengage employees. Ignoring them will give you multiple headaches caused not only by the discontent of your employees, but also attracting candidates who don’t fit into your culture, and losing what is unique about working for your organisation.

Contact us for a discussion on our Employee Value Proposition diagnostic tool, or how to maximise your Employee Experience.

Peter Fairchild, Consultant at QCG - March 2019