Think broadly, then communicate effectively
Whether you call it your employer brand or your employee value proposition (EVP), it’s a lot about critically assessing who you are trying to attract and being honest and vocal about your mission, vision, values and commitments.
Sustainability is a hot topic right now — as it should be. Companies that are not actively searching for ways to operate more sustainably — and communicating (loudly) about their actions — are likely getting passed over as an employer of choice by the best and brightest.
Employees today want to feel like they are contributing to something — the greater good. For some organizations, like charities or healthcare, it’s a relatively easy task to communicate that purpose. But, for other organizations it might take a bit more effort. How does a retail, manufacturing, or telecommunications organization connect with employees to give them a sense of pride in what they do and where they work?
No longer will employees trade the better part of their daylight hours for a paycheck and medical benefits. Even flex-time and remote work are becoming somewhat standard. If everyone is offering the same employee perks, what’s to make them choose you, or choose to stay with you? That’s the cherry on top of the sundae. It should be said, not all employees consider an organization’s commitment to sustainability, for example, equally important. In a 2021 market research survey that Mercer conducted, not only were the importance of elements of the value proposition different by age and gender, but also varied by ethnicity, as displayed below.