How authentic is your EVP?
Wednesday, March 01, 2017
Congratulations! You’ve crafted an employment value proposition (EVP) that’s attractive to your target audience. Your recruiting team is dazzling candidates during interviews, and you have your pick of top talent. But now what? What happens when your new employees show up for work, eager to embrace the culture and work environment you so brilliantly described during the hiring process? Will the work environment live up to their expectations or fall short?
The truth is an effective EVP is not just about what you are selling during the hiring process. A well-rounded EVP reflects the true candidate experience (what it’s like to interview with your company) AND the employee experience (what it’s actually like to work for your company). The problem is that many candidates don’t always get the real story about what it means to work for a company during the interview process. When this happens, new employees can be left disillusioned and frustrated. Worse, their disappointment can lead to turnover and have a negative impact on your employment brand.
Given the high cost of attracting and hiring employees, it’s critically important for companies to take a hard look at the way they present themselves during the hiring process. Today’s candidates want to know that a position is a good fit beyond dollars and cents. While compensation remains an important part of the decision making process, research has shown that money is not everything.1 For example, candidates may want to know if your company has charitable and social programs that mirror their sense of corporate responsibility and philanthropy. Other candidates may want to know if the work schedule is flexible enough to meet their need for work-life balance. Some will be interested in how the company approaches teamwork and competition. Professional growth will be a big concern, and candidates will want to know how they can grow their career.
Your company has two opportunities to give candidates the information they need to decide if your company reflects their values. Candidates can get the information they need during the interview process or they can get the information once they are hired. While it’s tempting to craft an image that appeals to what your target audience wants to hear, there’s only one way to ensure a good outcome for your company’s bottom line: authenticity.
It is the responsibility of each and member of your HR team to honestly and accurately convey the employee experience during the interview process. Failure to do so will result in poor employee retention, and will eventually damage your employment brand and your ability to attract high quality candidates.
The good news is that when the candidate experience and the employment experience align, everyone wins. The candidate gets a position that fits their expectations, and the company gets an employee that will embrace their work environment. This marriage of expectation and reality leads to better employee engagement and higher rates of retention.
Defining your EVP effectively means balancing your hiring promises with your existing company culture. If you are unsure about how your EVP lives up to these expectations, it’s important to seek the counsel of an experienced advisor. The Agile•1 RPO team is available to answer your questions and discuss solutions that will work for your business. To schedule an appointment, email info@Agile1.com.
1LinkedIn survey, Why & How People Change Jobs, (Mar 2015).