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Why a Compelling EVP is Crucial in a Candidate-Short Market

Why a Compelling EVP is Crucial in a Candidate-Short Market

08 March 2024

Love Your Job

​In the competitive landscape of local government leadership, attracting top talent can be a daunting task, especially in a market where candidates are scarce.

One of the fundamental pillars of successful recruitment in such a climate is the cultivation of a robust employer brand. An effective employer brand is more than just a flashy logo or a catchy slogan; it encompasses a deep understanding of an organisation's values, culture, and unique selling points. It's about showcasing what makes your council not only a desirable place to work but also the organisation’s values, strategy and sense of purpose.

Define Your Employee Value Proposition (EVP):

Clearly articulate what sets your company apart as an employer. Identify and communicate the unique aspects of your workplace culture, values, benefits, and opportunities. This should answer the question: Why would someone want to work for your council.

Understand Your Target Audience

Identify the key demographic and psychographic traits of the talent you want to attract. Tailor your brand messaging to resonate with the values and aspirations of your target audience.

Leverage Employee Advocacy

Encourage your employees to become brand ambassadors. Authentic testimonials and positive experiences shared by current employees can have a powerful impact. Use social media, company blogs, and other platforms to showcase employee stories and achievements.

Invest in a Positive Company Culture:

A positive workplace culture is a foundation for a strong employer brand. Foster an environment where employees feel valued, engaged, and supported. Demonstrate a commitment to work-life balance, professional development, and inclusivity.

Optimise Candidate Experience:

The candidate experience begins from the first point of contact and extends throughout the recruitment process. Ensure that your application process is user-friendly, provide timely and constructive feedback, and make an effort to create a positive impression even with candidates who are not selected.

Utilise Social Media and Online Presence:

Actively manage your company's presence on social media platforms. Share updates about company achievements, employee spotlights, and workplace events. Consistent and positive online engagement can significantly enhance your employer brand.

Continuous Monitoring and Improvement:

Regularly assess your employer brand's effectiveness. Gather feedback from current employees, candidates, and other stakeholders. Use this information to make informed adjustments to your employer branding strategy. Keep abreast of industry trends and ensure that your employer brand remains relevant.

Building a strong employer brand is an ongoing process that requires dedication and strategic efforts. By investing in a positive company culture, leveraging employee advocacy, and consistently communicating your EVP, you can attract and retain top talent while enhancing your overall brand reputation.

If you need helping creating or defining your EVP the team at Leading Potential can help, contact us today on: