11
RSG Debate participants also felt that it is equally
(predominantly LinkedIn and Twitter and, increasingly,
important to ensure that your Employee Value Proposition
Facebook for graduate and intern positions) to promote
(EVP) is authentic and truly reflects your corporate
their employer branding, engage with talent pools and
values. Organisations are in danger of losing valuable
to source talent. Websites such as YouTube are used
talent if they discover a mismatch in expectations
to provide potential talent with an authentic insight into
after joining the organisation.
the organisational culture and its people, as well as to
The effectiveness and
alignment of your EVP and your corporate values can
showcase any exciting initiatives and projects.
be measured through the analysis of attrition levels at 6 and 12 months tenure.
Despite an existing perception in some organisations
“It is often tricky to find talent for certain organisations with damaged EVP - as soon as you mention the name to potential candidates, they lose interest! We have worked with a number of our clients to help them develop and improve their employer branding and assist them with promoting their key benefits to potential talent pools”.
that employer branding is owned by the Marketing
Steve Phillips, Client Solutions Director, RSG
The importance of EVP cannot be underestimated in attracting and retaining global talent. According to a Towers Watson study2, EVP can be an effective tool in creating the right balance between employee preferences and employer needs – leading to stronger overall performance and improved financial outcomes.
and
Communications
function,
it
should
be
a
collaborative effort involving key employees to act
However, social media can also have a negative impact
as “brand ambassadors”, creating brand awareness
on a company’s EVP. According to SHL research,
and communicating the main company messages to
2010: “36% [2007 survey by Personnel Today said this
potential talent pools.
would be 55%] would tell their family and friends about their negative experiences and 10% would use social
Employer branding was considered to play an important
media to make their feelings known.” This means that
role in organisational talent attraction strategies during
in some cases your EVP had been damaged before
the Debate. The impact of social media on recruitment
your interviewer even got back to their desk following
is huge with businesses using social media channels
an interview.
If an organisation has damaged EVP candidates can swiftly lose interest. 2. Towers Watson, 2012-2013 Global Talent Management and Rewards Study”