HOW HR STARTED TALKING ABOUT VALUE PROPOSITION (EVP)

EMPLOYER VALUE PROPOSITION (EVP) FROM THE CANDIDATE’S PERSPECTIVE

Gling – Gling. Gling – Gling. Two rings of the alarm clock. That’s all it took, to wake up Paul that Friday morning. Luckily, it was his day off.

As usual, the first thing he does is check his cell phone. Once again, nothing. Zero e-mails received.

Frustrated, he gets up from his bed and goes to the bathroom to take a shower. As the steamy water pours down his head, Paul replays in his mind the interview he had three weeks ago.

Again, he concludes that the interview went pretty well. His work experience was relevant and he definitely showcased effectively his achievements from previous jobs. He’s also confident that the recruiter said that he would reach out to inform him about the next steps in a weekBut it’s been three weeks since then, and he’s nowhere to be seen… or heard for that matter.

“That’s it!” he says to himself. “He will never contact me.”

After finishing his morning routine, Paul sits at his desk, turns on his PC and opens a browser page. Then, he types “Glassdoor” and hits enter.

Just before submitting his thoroughly crafted review of the whole experience he had, with an emphasis on the fact that no one reached out to him, his phone rings.

Paul clicks the “submit” button and answers the call. A quick chat with his college buddy, Mark, helps him to let off some steam. Among other things, the two friends discussed the incident with the recruiter, which ended up to a general disappointment about how recruiting works.

A NEW OPPORTUNITY

As soon as Paul finishes his call with Mark, he notices a job recommendation in Glassdoor. The recommended job is a Senior Associate Consultant’s role at PwC. Paul reviews the job description and sees that the job is a great fit, mainly due to his diverse professional background.

Paul feels intrigued. So while in Glassdoor, he decides to check PwC’s reviews on Glassdoor. Nothing unexpected there. After some more research, Paul ends up at PwC’s web site. This is what he reads in the career section:

From empowering mentorships to customized coaching, PwC provides you with the support you need to help you develop your career. You’ll work with people from diverse backgrounds and industries to solve important problems. Are you ready to grow?

“Sounds like a challenging environment,” he thinks to himself. “And it’s not very different from what I’ve read in Glassdoor reviews. Which means, that for the most part, it’s true.”

“I love problem-solving and I really enjoy challenging tasks. Maybe by joining a consulting firm, I’ll finally have the chance to leverage my diverse experience and develop even more. Maybe faster than in my current job…”

Happy with his discovery, Paul starts editing his CV, in order to apply for the Senior Associate Consultant’s position. After finishing, he starts to clean his desktop and in one of the browser tabs, he notices his review. Published and everything, for the world to see. A half-smile appears on his face… “Who knew this could end this way…”

THE SHIFT OF POWER IN THE EMPLOYMENT LANDSCAPE

Paul’s story offers many insights into the dynamics of the current employment market, which is very similar to what has happened in the wider consumer marketplace a while ago.

If unsatisfied with a product or service, for example, or in case you feel you’ve been deceived by a company, you’ll be very eager to share your experience online. You will also, most definitely, search for product reviews, when buying an expensive item or making an important buying decision with long-term repercussions.

The very same behavior exists in Paul’s storyHe reviews companies based on the experiences they created and he’s, also, looking for information that will help him decide whether to apply for a job or not and maybe pursue a specific opportunity more actively.

And this behavior becomes the norm, as

70% of people now look to reviews before they make career decisions

according to a 2016 Glassdoor U.S. Site Survey and according to another study: of 4,633 random job seekers,  48% had used  Glassdoor at some point in their job search and  60% percent would NOT apply to a company with a one-star rating.

This means that candidates become more and more like customers, adopting very similar behaviors. And while candidates behave more and more like customers, companies shape their recruiting activities accordingly.

Instead of a “BUY” button, you now see an APPLY NOW button, with everything around it encouraging you to apply. From the way, the job ads are written and the company site created, to how a company advertises itself and interacts with prospective employees on social media.

This relatively new behavior of job-seekers, employees and companies, implies a shift of power. Job seekers and employees (potential and current) have more tools at their disposal and more ways to communicate and share their experiences and knowledge, which creates a shift of power, from employers to candidates and employees. As a result of this shift, organizations have started to manage employee-related activities more intentionally, just like they have been doing with their core business, meaning their products and services, for quite some time now.

As a matter of fact, firms, based on the Value Proposition concept, which refers to the value a certain product or service creates to customers, introduced Employee Value Proposition (EVP), to manage similarly, and thus more effectively, employee-related issues and activities.

WHAT IS EMPLOYER VALUE PROPOSITION (EVP)

Employer Value Proposition is a way of articulating the employer-related characteristics of an organization and the benefits of working there. It’s the deal struck between a company and its employees in return for their competenciesexperiencecontribution and performance.

Simply put, EVP is a set of company statements on why people should come and work for it and it’s is also the reason people stay there. The concept addresses both internal and external stakeholders. So, EVP affects both existing and potential employees.

EVP, is also, the intersection of what an employer has decided to offer and what employees (current and future) find attractive in an employer. Employers’ goal is to attract employees who would find the employers’ proposition attractive while retaining the existing employees by staying committed to what was originally promised to them.

PwC’s EVP in Paul’s case, for example, suggests that if a candidate decides to come on board, this person would be faced with great challenges. And when these challenges are combined with the supporting mechanisms of the company, they would, ultimately, lead to personal development. While this is a strong statement, it is designed to attract very specific individuals. And Paul, apparently, is one of these individuals.

Essentially, the Employer Value Proposition emerged to enable organizations to manage different aspects of their workforce approach more strategically and effectively. But for more insights on how the Employer Value Proposition affects HR, we’ll be exploring in the next article of the EVP series. So stay tuned.

THE END.

Did you enjoy reading this? Read also: 3 REASONS EMPLOYER VALUE PROPOSITION (EVP) IS THE CORNERSTONE OF HR

Employer Value Proposition – EVP, and all Recruiting related topics are very dear to my heart, so I really hope to have helped you in a way. Share your thoughts in the comments section below, as I learn just as much from you as you do from me and make sure you don’t miss my future posts by following me on LinkedIn. Finally, if you’d like to get in touch, my email is ihor.bobryk@gmail.com or you can message me on LinkedIn.


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