How to create an employee value proposition (EVP) to attract top talent in 2024

“Your EVP is what makes your employees want to stay or… what makes them want to leave,” says Jeremy Musso, Insurance & Wealth Management Team Leader VIC.

Simply put, an employee value proposition (EVP) is made up of the benefits a company offers its employees. If your EVP does not align with the wants and needs of your current and prospective employees, you might see high turnover or struggle to attract new talent into your business.

Losing employees can cost businesses more than investing in initiatives to improve retention and overall employee engagement.

Resignations can cause ripple effects throughout the organisation, leaving employees wondering what caused their colleagues to leave.

“Current employees might pluck up the courage to leave after seeing colleagues’ hand in their letter of resignation.”

This is why an effective employee value proposition is so crucial for businesses that wish to thrive.

How do you create an EVP that works?

An effective EVP is developed from the understanding an organisation has of their employees’ motivations. Organisations must consider what matters to their employees and what will attract them to stay or leave. All workforces are made of different people, so your EVP will and should look different to other businesses.

Conduct employee engagement surveys or simply ask employees what would boost their engagement at work. Ask your employees what they value, what they don’t find necessary, and anything else you don’t currently offer that they would like.

Top things employees want from their employers

• Fair salary
• Great culture
• Rewards and recognition
• Clear expectations and goals
• Achievable yet challenging goals
• Clear communication
• Opportunities for growth and development
• Trust/to work autonomously
• Work that is meaningful
• Work that is interesting

Employer Branding: Tell the world about your EVP

To market your EVP and position your brand as a top employer against your competitors, it can be helpful to apply marketing principles. Here are some examples you may not have considered:

• Job ads
• Company website
• Company social media pages
• Traditional advertisements/marketing, including billboards
• Print advertisements/marketing, i.e., flyers, posters, brochures
• Online advertisements/marketing, i.e., emails, display ads, videos
• Career events
• Networking events
• Word of mouth
• Manager LinkedIn profiles

The unexpected employer branding tool: Manager LinkedIn profiles

Much like an employer screening a candidate’s online profile when considering their job application, candidates will look at their potential managers.

Candidates want to know what working in your company is like; this includes who they will be working with.

What candidates look for in their prospective managers depends on past experiences and what they want to achieve from employment.

What does this have to do with your LinkedIn profile?

As a manager, your LinkedIn profile holds a great deal of insight into what you offer your employees. The roles you’ve held in the past, where you’ve worked, who you follow, what you post or comment on, and the connections you have are just some of the things candidates look at when weighing up the pros and cons of future roles.

Candidates are considering what expertise you could offer to help them progress throughout their careers, what your management style is and what you value.

Whether you like it or not, if you’re on LinkedIn, your personal brand is on show.

Tailor your personal brand to attract employees

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If you’re looking for a specialist to partner with, contact our team today to learn what a tailored recruitment solution would look like for your business.