The constant intensifying War for Talent has been a truth for several years and the pandemic has only accelerated the need to reposition how companies engage with talent. There has been a shift in the way we work, when we work, and who we want to work for, thus resulting in a host of unfamiliar challenges as an employer.
Decreasing resources, hybrid working, and, perhaps the most unnerving of all, an extreme talent shortage are just some of the many factors at play.
Employer Branding is fundamental in aligning all other parts of the TA process. A Employee Value Proposition (EVP) based on Talent Intelligence that understands what any given company actually offers and can draw conclusions on the effect it will have underpins a functional TA Strategy. And at the same time it’s about aligning the look and feel across career pages, postings about vacancies, tonality in communication with candidates, and heavily influencing a well-planned Candidate Journey.
The EVP is internal while the Employer Brand is external. Your Employer Brand is the face the company shows the outside world as a potential employer. It’s the sum of all the different things people think when someone asks them what it would be like to work for Company X or Y. The EVP, on the other hand, is the face your company shows its employees. An EVP is a promise made as an employer to the employees in return for their commitment. This promise entails the sum of all the benefits and rewards employees receive from the organization they work for.
So the EVP is something that can be promised before a hire is made, but the experience from is starts with actually starting a new position.
A well thought out and implemented Employer Brand is a powerful storytelling device and if the Talent Acquisition team can create a powerful narrative with an aligned EVP directed towards relevant Talent Pools is a competitive advantage that has a direct effect on the impact that can be delivered.
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