HowtoDevelopanEmployerValueProposition.docx

How to Develop an Employer Value Proposition

A positive employer value proposition differentiates you as an employer. An employer value proposition should capture the essence of what it is like to work for your company and appeal to prospective employees. Here are four steps in developing a positive employer value proposition.
1. Analyze the current perceptions of your target audience. Answering questions such as “Why should I want to work for us?” or “Why are we different or unique as a place to work?” can help you understand your strengths as an employer and identify the characteristics you want to play up in your brand. Because people often stay at an organization for the same reasons they joined it in the first place, understanding why employees stay can also help an organization identify its competitive advantage as an employer.
2. Align your employer value proposition with your firm’s policies, practices, culture, and values. Use aspects of the corporation’s values, culture, and image to appeal to potential applications as well as current employees.
3. Communicate your story clearly and consistently. Generate favorable publicity such as news stories about your organization featured in various media. Incorporate employer value proposition elements into the firm’s job advertisements and product packaging and encourage employees to spread the brand via word of mouth. Consider sponsoring scholarship, events, or donating products or equipment to universities at which you would like to portray a strong employer value proposition.
4. Measure and improve your employer value proposition effort by periodically repeating step 1 to see whether people’s perceptions of the company have changed. Establishing metrics up front can help you assess whether your efforts are working.