Strengthen Your Employer Value Proposition to Attract and Engage All Talent

We read a lot about non-traditional workplaces and workers since the pandemic because there has been a foundational change in how work gets done. Compounding this new world of work, 517M jobs were added in the U.S. alone in January, and, according to the World Economic Forum, there are around twice as many job openings in the U.S. as unemployed people (unemployment is at its lowest in over 50 years). 

Whatever long-term decisions cement themselves in terms of returning to the office or flexible working, the workers themselves have fundamentally shifted. A 2022 Statista Report showed that over 70 million Americans are now independent contractors, and by 2027, that number will grow to 86.5 million. That’s more than 50% of the U.S. workforce! The good news is that organizations can more easily hire workers in different markets and countries, which gives unprecedented access to skilled labor. The more complex concern is how organizations can set themselves apart and engage this talent quickly and at scale, given a recent ZipRecruiter survey showed that around half of people who recently began searching for a new job have found one in less than a month. 

Companies taking a total talent approach, one that not only strategically hires all types of talent—be it full-time, freelancer, contractor, SOW-based workers, and independent consultants—but ensures the experience (culture, brand, fit) is consistent regardless of worker type will likely come out on top. What’s more, how you seamlessly bring them into your organization could be the difference between hiring a future brand ambassador (one that may come back into your organization in many forms, i.e., as a full-time worker and then as a freelancer) and who will refer similarly-skilled individuals to you. 

One pillar of a successful total talent approach is creating an Employer Value Proposition (EVP) that speaks to your company’s core benefits and culture, which are a part of your larger brand. It should explain what your organization has to offer in exchange for a candidate’s skills and experience—almost like an ROI for the worker where their investment is time. This not only helps with recruitment efforts, it describes exactly what talent can expect. Developing a worker-centered approach to recruiting, marketing, and candidate sourcing can help organizations to stand out from the competition and attract more talent, filling more positions. 

From a total talent management perspective, many organizations also create a CVP or Contingent Value Proposition, so all talent understands the brand is actively seeking and invested in more than just full-time employees. The CVP should be nearly a mirror of your EVP but can disclude any benefits, insurance, or bonuses tied to permanent employment only. You’ll want to include anything related to brand, culture, fit, DE&I and other initiatives, workplace flexibility, learning and development opportunities, open roles, and your company’s commitment to environmental, social, and corporate governance (ESG).

Every organization should have a unique EVP/CVP and an Employee Value Proposition. With the increasingly difficult-to-navigate talent landscape, the EVP can act as a unique differentiator for your brand. Brand engagement is more than simply interacting with a potential candidate—it is developing a relationship with them as they move through the candidate journey. No matter how they choose to interact with your brand—through social media, emails, apps, or phone calls—continuous, personalized engagement is critical. 

Providing a positive candidate experience can elevate your brand and put you top of mind for offers and referrals. According to LinkedIn Recruitment statistics, prospective talent uses their professional networks 56% of the time to find new roles and 50% by word of mouth. If you don’t deliver a stellar experience, you may be locking yourself out of future talent networks.

Candidates will not hesitate to turn down an offer or share their experience if they have a poor one with your brand. On the other hand, those who have a positive experience with your brand and feel that your EVP suits their needs are more likely to refer others to you. 

Gartner notes there must be a human element to your EVP to stand out and attract top talent. They call it “the human deal,” and found that it can increase worker satisfaction by 15%.

WorkLLama makes this simple. Through recruitment marketing, integrated omnichannel communications, and a robust crowdsourced referral platform, organizations can share their value proposition with potential candidates—both net-new and those looking for their next opportunity with the company.If you want to know more about how WorkLLama helps keep candidates engaged and invested in your brand, schedule a demo here.

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