在为才能的斗争中,组织必须提供有效的价值主张,以吸引提供其业务目标所需的员工类型。

But in my experience, most organizations create employee value propositions (EVP) based on高水平的抱负意图which diminishes its effectiveness.

“We’re building a company people love. A company that will stand the test of time. So we invest in our people, and optimize for your long term happiness.“

“我们努力工作,扔下nerf飞镖甚至更难,并且有很多乐趣。”

这些声音很酷,但就吸引人才而言,他们依靠崇高的氦气概念,如“爱”,“时间考验”,“幸福”,“努力工作”和“乐趣”出售自己。

他们需要进一步走。

To be effective, an EVP must be strategically relevant; it must align with and be driven by the strategy and values of the organization.

它必须解决哪些前瞻性员工关心,最重要的是,它必须是独一无二的;它必须脱离其他组织所作的索赔。

These 3 steps will get you an EVP that cuts through the “concept clutter” and speaks personally to the people you want to attract.

1. Translate the essential

将组织的策略和价值转换为执行它所需的特定人员,经验和能力。
哪些特定的“概要”必须吸引to successfully implement the strategy and demonstrate the values?

这件作品非常关键。如果没有一个直接视线between strategy/values and the required people attributes, any derived value proposition will be dysfunctional. It may very well be an audacious statement but it won’t necessarily be productive in acquiring who you want.

2. Be clear

Be clear on who you want to attract. Break down the target employee profile into as much granularity as you can. Specific skills (marketing and sales), behaviour (risk taker), education (technical institute), location (Vancouver) and the usual demographics and psychographics are examples.

和超越的基本需求和卫生门tions they have – pay, benefits, hours of work, vacation time – to discover what they desire or “crave”. This knowledge will separate a “ho-hum” proposition from an amazing one.

3. Define what makes you different

Define what makes you different from the crowd of other organizations who are also want to attract the same candidate group.

从候选人视角回答的问题是“为什么我应该加入你,而不是那些对我感兴趣的其他十个组织?

如果您的索赔不提供独特的东西,您的信息将在噪音中丢失,并且不会吸引任何人。

Create your“ONLY Statement”to express your uniqueness.

“我们是唯一的组织......”是它需要的形式;使用它作为您的价值主张的基础。

Try this: “We are the ONLY spirited team in Vancouver with the flexible environment required to inspire marketing and sales professionals with the creative freedom to practise their art. We laugh a lot. We believe that your success is our success.”

不完美。但它朝着正确的方向倾斜。精炼“在奔跑”中。

Be satisfied with an imperfect RIGHT approach than a “perfect” WRONG one.

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