Give & Get Employer Branding
Repel the Many and Compel the Few with Impact, Purpose and Belonging
by Bryan Adams and Charlotte Marshall
About this book
Give & Get Employer Branding (2020) is a handy introduction and guidebook into the world of employer branding. You’ll find all the basic information you need to reinvigorate your employer brand in order to attract the best candidates and turn your current employees into loyal and eager ambassadors for your organization.
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Chapter 1 of 7If you want better candidates, create a better employee value proposition.
If you have vacant positions you need to fill, what do you do? Most businesses will attempt to attract candidates through the usual methods, like posting a standard job description on a few websites and social media channels like LinkedIn and Facebook.
Certainly, these efforts can result in a large number of applications piling up in no time. However, while everyone wants a decent selection of candidates, is there anything worse than going through heaps of unqualified and undesirable applicants? The answer to that question is, of course, “No.”
The key message here is: If you want better candidates, create a better employee value proposition.
Every hiring process takes time, money, and energy. There are résumés to sort through and candidates to interview. So wouldn’t it be great if you only had to deal with the best, most qualified, and highly motivated candidates?
It may sound radical, but it is possible to get better candidates by turning the majority of them away before they even send in a résumé. As the authors put it, it’s time to “repel the many and compel the few.”
The way to do this is through an honest and bold EVP, or employee value proposition. Essentially, an EVP is the answer to the question, “Why should I apply for this job or want to work for this company?”
Now, the traditional EVP usually includes a lot of positives. In order to attract candidates, they tend to be heavy on the benefits and perks and light on difficulties and challenges.
This may sound sensible, but it can easily backfire. After all, the more you make it sound like a cozy, unchallenging job, the more likely it is you’ll get unqualified candidates wasting your time. Or, on the other hand, by neglecting to mention all the challenges, you’ll get new hires who will quickly end up frustrated once the harsh realities of the job come to light.
This is why the authors are proposing the Give and Get approach to the EVP. Give and Get is all about putting the difficulties, struggles, and challenges of the job up front as a way to scare off the undesirables and leave you with only the candidates who have the right stuff.
You still tell the candidates what they’ll get from the job, but you’ll also emphasize the harsh realities and what they’ll be expected to give.
In the blinks ahead we’ll look at what you can expect from this bold, new approach – and how you can start activating it today.
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