Using your EVP to attract high-demand talent
posted 19 Feb 25
In this highly competitive job market, candidates are looking not only for a job to keep the lights on, but also an environment that supports their career and matches their values. By putting forward a well-developed EVP, you can attract better talent and keep a hold of them for longer to aid your business growth.
The role of an EVP in high-demand sectors
An EVP is the overall package offered to employees during the hiring process. More than the job description or a list of benefits at the bottom of a job description, it showcases the company culture, values, rewards and benefits to the candidate.
Ultimately, the EVP attempts to answer the question of “Why us?” that a candidate might ask. The idea is to put forward more than what the candidate can do for you, and answer what you can do for the candidate.
And it works! Companies that effectively communicated their EVP reported improvements in recruitment of 70-78% and in retention from 63-76%, according to the AJG report, Reinventing Employee Value Propositions.
A well-crafted EVP allows you to stand out from other hiring businesses by showcasing that the values of the company align with the values and motivations of the candidate, whether that’s a diverse and welcoming work environment, career development, or better work-life balance.
Why an EVP matters for high-demand roles
However, it’s important to remember that different sectors and candidates have different priorities and motivations for your EVP to lean into. EVPs can be very helpful in particular sectors and high-demand roles where you might see a high turnover, but you’d be better tailoring them your industry for maximum effectiveness. For instance...
Call & contact centres
Call and contact centres might have different priorities to other industries in this list due to the nature of the work. Candidates might be more attracted to a role with some stability and a chance to advance in a fast-paced work environment. Additionally, they’re likely to be prioritise a better work-life balance in their role.
An attractive EVP would include flexibility in scheduling, clear career progression and positive team culture to persuade and retain candidates.
Industrial & driving roles
On the other hand, candidates looking for industrial and driving roles would rather see physical safety, rather than safety of the role. EVPs would be better off emphasising the company’s strong safety protocols, consistent work schedules, and dependable pay to attract candidates. These are crucial to candidates that values safety and reliability in their roles.
Healthcare (both temporary and permanent)
Candidates looking for roles in healthcare work in shifts, which can be difficult, so they tend to prioritise customised shift patterns. Additionally, Continuous Professional Development (CPD) support is appreciated, as well as workplace wellbeing initiatives. With burnout a constant worry in the healthcare industry, it’s important to put forward a supportive, flexible and development-focused EVP to attract new talent.
Hospitality
In the hospitality industry, with its high turnover, candidates tend to appreciate immediate start opportunities, as well as flexibility in shifts and a healthy team environment. EVPs should offer same-day onboarding and stress a sense of belonging to attract talent as these are powerful drivers in this fast-moving sector.
According to the New Possible What Workers Want 2023 report, 75% of employees want greater flexibility, including hours, remote work schemes, and greater amount of holidays. However, wellbeing is another concern, with 34% of employees saying their wellbeing has worsened over 2023.
The Search approach to EVPs
We at Search have developed a unique approach to EVPs that has been proven to get results.
1. Tailored EVP messaging
Like a candidate tailoring their CV to a role, it’s important to tailor the role to the perspective candidate based on the role and sector. Ask your current employees or do research on the industry to identify problems that candidates regularly face, and tailor your EVP to solving those problems. Use relatable language to highlight the unique benefits of the role that will best resonate with the candidate.
2. Highlight job security and benefits
It’s important to remember that the EVP is there to reassure candidates of a better workplace environment. Stress the reliability of pay, frequency of work, and opportunities for long-term assignments in gig and temp roles in order to give candidates a sense of stability. This is particularly important in industries known for its high turnover rate. Companies can use an EVP to showcase their organisation’s commitment to employee wellbeing and give a sense of security to candidates.
3. Data-driven targeting
In an age where data is more valuable than gold, it would be a waste not to use it. You can use candidate data and insights to better refine job descriptions and create a better EVP message based on the motivators of your target candidates. You can use automation tools to track key metrics on engagement amongst your existing staff and find problems you can solve with your EVP.
Proven results: The value of a strong EVP
However, it’s important to remember that different sectors and candidates have different priorities and motivations for your EVP to lean into. EVPs can be very helpful in particular sectors and high-demand roles where you might see a high turnover, but you’d be better tailoring them your industry for maximum effectiveness. For instance:
Don’t know where to start with collecting data? Consider these metrics to get started.
Employee engagement and satisfaction metrics
- Employee Net Promoter Score (eNPS)
- Employee Satisfaction Score (ESS) from pulse surveys
- Internal feedback, including engagement initiatives, surveys, anonymous feedback channels, and focus groups and 1:1 meetings
Recruitment metrics
- Time-to-hire and cost-per-hire
- Application drop-off rates
- Offer acceptance rates
Retention and turnover metrics
- Voluntary and involuntary turnover rates
- First-year turnover rates
- Retention rates after training or upskilling programs
An Employee Value Proposition is a great tool for attracting and retaining your top talent. It’s the business’s way of putting their best foot forward in the negotiation that is the hiring process. If you want the best talent, you have to appeal to what they want, and that depends on the industry and the candidate as an individual. Regularly review and adapt your EVP to keep up with changing priorities and remain competitive in fast-moving markets.
