The current job market is to a very large extent candidate-driven. That means you don’t pick talent anymore. Talent picks you. Job seekers today research a company’s reputation and employer brand thoroughly before applying. And aspects like company culture and staff satisfaction often matter as much as salary and benefits to today’s candidates. That is why you need to have an active strategy for employer branding if you want to attract the best people. 

One of the first things you need to do before you start building your employer brand is to define your company´s employee value proposition.

Your employee value proposition is what you tell your potential employees that they will get from working at your company. It often involves salary and benefits, but it should not stop there. You should be able to define clearly why your company is special and why someone might want to work with you.

Maybe you have interesting technologies you work with, complex leadership challenges or high profile customers. Maybe you are the nicest people or throw amazing parties. Or maybe you are a company where people gain valuable experience before they go on to other places.

You need to really think about what you can offer and what makes you special, and then be able to write it down in a few sentences or bullet points. This is your employee value proposition.

Your employee value proposition needs to be:

1. Attractive – if it’s not attractive to your prospects, it’s irrelevant.
Think about what your potential employees really value when they are looking for a new job. It doesn´t matter if you are really good at something if your candidates don´t care about it.

2. Correct – if you can’t deliver on what you promise – don’t promise it.
Never try to come off as something you are not.

3. Credible – you need to be a credible conveyer of your message.
Focus on messages that align with your brand and topics where you have sufficient expertise and a solid reputation.

When you have your employee value proposition written down you can use it to guide all of your employer branding initiatives and messaging. Good luck!

This article is based on our forthcoming course “How to succeed with employer branding”. Sign up to our newsletter below to get info on all our online courses.