First impressions are lasting impressions, and your employer brand is often the first impression prospective talent will have of your organization. Your employer brand has the power to attract top talent, differentiate your organization in a crowded and competitive market, reduce hiring costs, and reduce the time it takes your team to fill open positions.
Two important components of an employer brand are the employer value proposition (EVP) and talent value proposition (TVP). While they are closely connected, an EVP and TVP play different roles in building a strong employer brand. An EVP is your organization’s promise to candidates and employees. It highlights what you will provide employees in exchange for their contributions and commitment. It goes beyond an organization’s purpose or mission and explains how working for the organization can enhance an employee’s career, lifestyle, and personal growth. A TVP, on the other hand, zooms in on a specific talent group, market, business unit, or demographic, helping talent teams better engage distinct audiences with nuanced, relevant messaging.
Said another way, the EVP is the big promise, and the TVP is the personalized proof. Together, they ensure your employer brand feels both credible and compelling — helping you attract the right talent, improve candidate experience, and boost long-term retention.
Employer branding success in action: bp
We all know the talent journey starts with awareness, but what happens when brand awareness is a weak link in your talent strategy? For the team at bp, a brand awareness problem surrounding their retail business served as a catalyst for a refreshed talent strategy, with a strong focus on their TVP for the retail segment.
The good news: bp had already invested in EVP research that they could use as a starting point for their TVP. The team took a deeper dive into the unique needs of their retail business, using competitor audits, external talent surveys, internal focus groups, and senior stakeholder interviews. They were then able to take the learnings from this research to better understand retail employment in different geographies and how their EVP can best appeal to right-fit talent.
bp leveraged localized advertisements in key markets, including the UK, Poland, and New Zealand, to expand their reach. Through these ads, they also focused on authentic storytelling to personalize their outreach, and revamped their career page to support their revitalized and more targeted employer brand.
The result?
- 10.8M global views showcasing bp’s retail opportunities.
- 12,964 applications reflecting strong candidate interest.
- 78% lower CPA than industry average
4 tips to help your team elevate your employer brand
bp is just one example of how organizations can optimize their employer brand through a clearly defined EVP and TVP. By incorporating the following strategies, your team can optimize your employer brand and drive powerful results.
- Listen to your people. Your employees are a great source of truth for what it’s like to actually work for your organization. You can gather their feedback through employee surveys, focus groups, or even exit interviews, to name a few.
- Align your EVP with your business goals and culture. Your EVP should reflect your outward promise to current and future employees, emphasizing why someone should not only choose, but stay with your organization.
- Use your TVP to zoom in on key talent segments. Use your EVP as the foundation to create a targeted and personalized TVP for key segments (e.g., geographies, industries). This will allow you to speak more directly to specific groups to improve awareness, engagement, and conversion.
- Activate your employer brand across the talent journey. Ensure your EVP and TVP are consistent and accessible across every touchpoint within the talent journey. An omnichannel recruitment advertising strategy is a great way to accomplish this.
If you’re not sure where to start or need a little extra support to optimize your employer brand, we can help. Request a consultation to find out more.
