Download Develop a Strong EVP to Attract Top Talent Storyboard

DEVELOP A STRONG
EVP TO ATTRACT TOP
TALENT
Develop an accurate, aligned, and aspirational EVP to reinforce your talent
management strategy and differentiate yourself from key competitors.
SAMPLE
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1997-2016
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Group
McLean
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Research
Group Research
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EXECUTIVE SUMMARY
Situation
• Your organization’s reputation as an employer is critical to attracting and
retaining top talent.
• A strong employer brand is linked to lower recruitment costs, better
organizational alignment, and increased employee engagement, which
impact the bottom line of the organization.
Complication
• Many organizations fail to actively manage their brand internally with
current employees, and externally with potential applicants. This can
result in a reputation that does not reflect the employee experience.
• Social media has made it is easier than ever for individuals to express
their opinions publicly, which can impact multiple stakeholders.
Resolution
•
•
•
Create an accurate and engaging employee value proposition (EVP) as
the foundation for your employer brand. If the EVP does not resonate
with employees, you risk damaging your reputation both inside and
outside the organization.
Highlight the unique features of your organization in the EVP to help
differentiate yourself from competitors and support recruitment and
retention by emphasizing people-organization fit. The marketing
department can help with the development of your promotional strategy
to emphasize these features in an compelling way.
Aim to achieve alignment between the EVP, employer brand, and the
corporate brand as your ultimate branding goal. The more aligned you
are internally and externally, the better your word of mouth will be.
Walk away from this
blueprint with:
• The understanding that creating
a compelling EVP and employer
brand is about honesty and
transparency. Every
organization has positives and
negatives; rather than sugarcoating, focus on presenting a
realistic picture of the employee
experience to attract people with
the right fit.
• The ability to tailor your
communication style to your
desired audience. By using a
customized marketing strategy,
you create a personal
connection to the brand with a
lasting impact.
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MCLEAN & COMPANY OFFERS VARIOUS LEVELS
OF SUPPORT TO BEST SUIT YOUR NEEDS
DIY
TOOLKIT
GUIDED
IMPLEMENTATION
“Our team has
already made this
critical project a
priority, and we have
the time and
capability, but some
guidance along the
way would be
helpful.”
“Our team knows
that we need to fix a
process, but we
need assistance to
determine where to
focus. Some checkins along the way
would help keep us
on track.”
WORKSHOP
CONSULTING
“We need to hit the
ground running and
get this project
kicked off
immediately. Our
team has the ability
to take this over
once we get a
framework and
strategy in place.”
“Our team does not
have the time or the
knowledge to take
this project on. We
need assistance
through the entirety
of this project.”
Diagnostics and consistent frameworks used throughout all four options
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Use McLean & Company’s process to develop a
strong EVP to attract top talent
Uncover
the EVP
Launch the
EVP and
Employer
Brand
Road-Test
the EVP
Adopt the
EVP
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SAMPLE SLIDES
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How the employee experience is depicted can
have an impact internally and externally
A strong EVP leads to a wide variety of positive HR outcomes:
Increased
retention and
lower turnover
costs
Increased
alignment of
HR with the
business
Increased
recruiting efficiency
and lower
recruitment costs
• Align HR’s decisions • An EVP will act as a
• Help employees
with the
understand the
filter to attract
organization’s
principles guiding the
candidates.
strategic direction –
organization.
• Provides a realistic
influences day-to-day
• Match the internal
preview of the
interactions.
experience to the
organization.
EVP for new hires.
A better fit
between
candidates, the
position, and
the organization
The candidate experience is a crucial component of the external employer brand – how an applicant is treated during
the recruitment and hiring process is a direct reflection on the organization and employee experience.
42%
22%
9%
of people who had a bad
candidate experience said
they would never reapply for
a job at that company.
said they would tell
others not to apply there.
said they would tell
others not to buy
products or services from
that company.
Source: CareerBuilder, 2013
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If you don’t own your EVP and employer brand,
you risk losing more than just engagement
Reduced retention
Engaged employees are 6.2x more likely to agree they are
committed to the organization compared to disengaged
employees (McLean & Company, 2015; N=23,728).
Decreased productivity
The effects of a
poor EVP and
employer brand can
build over time and
are often difficult
and time-consuming
to change.
Engaged employees are 2.6x more likely to be top performers
(McLean & Company, 2015; N=4,046), which translates into
increased profits and shareholder value.
Poor market reputation
A poor reputation can reduce the number of positive
customer/client interactions and decrease the likelihood of
conducting business with them.
Limited attraction of top-talent
An unmanaged talent market reputation as an employer means
top-talent will turn their focus to your competitors with a more
positive reputation as employers.
“
The organization of your dreams does not deceive, stonewall, distort, or spin. It recognizes that
in the age of Facebook, WikiLeaks, and Twitter, you’re better off telling people the truth before
someone else does.
”
– R. Goffee & G. Jones
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MCLEAN & COMPANY HELPS HR
PROFESSIONALS TO:
Maintain a progressive set of
HR policies & procedures


Develop effective talent
acquisition & retention
strategies
Demonstrate the business
impact of HR


Build a high performance
culture
Stay abreast of HR trends &
technologies

“
Now, more than ever,
HR leaders need to help
their organizations
maximize the value of
their people.
McLean & Company
offers the tools,
diagnostics, and
programs to drive
measurable results.
“

Empower management to
apply HR best practices
– Jennifer Rozon,
Vice President,
McLean & Company
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