I was chatting to a marketing friend the other day. We were discussing whether companies corporate brands are more important today than ever. We concluded that they probably were given how hard it is to attract and retain consumers and how much more demanding they appear to be. It makes no sense then not to place the same importance on the proposition that you offer employees so that you attract and keep the best ones.
I have been researching the websites of organisations all over the world and am surprised at how few really articulate an employee value proposition (EVP) that sounds appealing and distinctive. Yet surely having a strong, differentiated and appealing proposition is the key to growth in any company in any industry. That is if you believe your employees are key to growth!
Another friend runs a property development business. When I talk to him about how he manages to get and keep great people he intuitively understands the importance of his EVP (though of course he doesn’t use the jargon). He told me he is making extra effort to understand what is important to the different types of people that he employs. Where he can he gives them what they need to feel valued and be engaged. He told me that losing even a couple of key people to competitors who are offering a more attractive proposition could lose him thousands in revenue and hurt customer relationships.
It’s common sense really isn’t it?
