What I Learned About Employer Value from the Big Business World

When I was at the beginning of my learning path in recruitment marketing, I came across the concept of “employer value.” The idea of communicating with value isn’t any different from what I had been doing for years for my marketing clients and employers. I just never intentionally applied the concept to creating messaging for job candidates.

The standard practice in the big business world to get started with recruitment marketing is developing an employer value proposition (EVP). This process can take a few months to a couple of years, depending on the situation. Essentially, it’s a research process to uncover what employees value about their employer and then plan out how to communicate those values to job candidates.

Creating and promoting messages that will resonate with the people you want to potentially hire makes sense. In large companies, the sheer volume of stakeholders makes it necessary to use an EVP creation process to get everyone on the same page.

That doesn’t mean that small businesses need to use the same process.

Small businesses should be communicating through value, but they can use a process that’s much faster. In fact, the process that I’ve developed enables small businesses to see an immediate impact on their recruiting efforts and build a long-term strategy at the same time.

I’ve done this with my own clients, and I wouldn’t have interested them in getting started with recruitment marketing any other way.

All I had to say was this: I’d like to talk to your employees, find out what’s important to them, and use their responses to create new recruiting messages.

That’s a strategy that’s easy to understand. And, yes, it’s very much a strategy.

The tactics to execute the strategy begin with employee experience storytelling.

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