#8 How to Become the Company People want to work for

#GetQuared is a movement for those that want to bring meaning, belonging, growth to work. For those that see no trade-off in making companies more humane & productive.

Employer Branding

As a company, we have two products:

    1. The product or service that we offer to our clients

 

    1. The experience of working in our company

 

Therefore, employer branding is that promise you make to someone about what it will be like to work in your company.

It is not what they are going to do in a specific position, but the experience they are going to have if they finally work with us.

How do we build this promise or our Employer Branding?

To start building and defining our Employer Branding we will need:

1| PURPOSE OF OUR COMPANY

What do we want to achieve as a company? Or answer this question, «If your company didn’t have to make money, what would be the reason it would exist?» In other words, what does it contribute to the world?

Many companies or small projects know very well what their purpose as a company is and they really live it. However, in many larger companies, the purpose of the company is diluted and hardly anyone knows it.

And why is this so important? Well, the numbers speak for themselves:

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Now we will see and analyze from a general point of view some companies that attract and fall in love for their purpose:

    • TESLA

 

The first thing that appears on Tesla’s careers page is the MISSION. The «for what or why» they exist:

Tesla’s mission is to accelerate the world’s transition to sustainable energy. We hire the world’s best and brightest people to help make this future a reality.

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If you are a person who is motivated to participate in the transition to a more sustainable world and you want to help make this mission a reality, Tesla could be your company.

And, as they say, the best engineers want to work at Tesla and is not a company that is known for having the best conditions for employees, nor that it has the highest salaries, but that people know that in Tesla they will be able to make this happen, because THEY LIVE THEIR MISSION DAY BY DAY.

For example, Tesla lets other companies copy their engines, why? Because its mission is clear: to accelerate the world’s transition to sustainable energy, therefore, the more companies do it, the sooner it will be achieved.

      • AIRBNB

     

 

Another good example is the case of AIRBNB. And if you go to their employment page, the first thing you come across is that, their purpose or mission. Your mission is:

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And, for example, they already do this with the business itself since we are linking it with the purpose, but, on the other hand, the people they want to hire, the people they want to attract or the people who already work there, they really believe the purpose and live it in their day to day.

For example, one of the most important values ​​of the company is «BE A HOST», that is to say, they will look for this quality in the people they want to hire, which means that they care, are open and give support to all those with and for whom they work.

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That is why all the people who are attracted to the purpose of AIRBNB, will prioritize being able to make it a reality and achieve this purpose before other things such as salary or other benefits.

2| YOUR CANDIDATE PERSONA

Just as we know who the ideal clients are for the service or product we sell, we need to know who are the ideal candidates or people to work with us and we have to know very well what they really value and want.

In other words, we need to define the different profiles that we want to attract to our company, but by defining we do not mean: «we need a person with a degree in economics, with 5 years of experience in …» no, this will be a part, but we have to discover from each profile what interest them most about working in our company and the benefits and things they value the most.

We cannot have a single value proposition for everyone, since depending on the department, location, seniority, etc., because some people will value some things and others will value totally different things.

For example, a junior programmer probably does not value the same of his position as a senior developer who manages teams, basically because his day to day is different and each situation will offer different advantages for the people who work there.

Or it is not the same to work in the sales department of a company than to work in the Finance or Marketing department, the experience will be totally different.

So why do we need to create the Candidate – Persona?

    • To create a relevant value proposition and Employer Branding for our ideal candidates

 

    • Increase the ratio of suitability of candidates to the offer and culture of your company

 

    • Convince candidates better and faster by offering better arguments to solve their doubts with real examples from other candidates or employees.

 

OK, perfect. Now we have understood why we need to create them but … How do we do it? Well, easy, asking who has the answers:

    1. Take people from your company that you would like to clone

 

    1. If there is no one in the company with that profile, talk to outsiders who would be a perfect fit for that position

 

The most important thing here is to create them with the own words of these people, we cannot create them under the ideas that we have as managers or HR since then it would be totally irrelevant.

Who do you think knows best the concerns of a sales person, the Recruiting person or a person who is working in sales? Too obvious answer, right? Well, then we are going to be guided by what they tell us and how those people we would like to clone tell us.

And … What do we ask?

Of all the questions, we want to know what you value most about this company. We have to get all the benefits that the person sees and why they value them, since they will be our “weapons” to convince the talent that we want to attract to our company. Some of the questions we can ask would be:

    • What do you like about working in this company?

 

    • What do you value most about your peers?

 

    • What especially motivates you to work here?

 

    • What interests you most about your current position?

 

    • Tell me 3 reasons and why would you recommend someone to work in our company.

 

Then, when we have all the answers, we will see what things are repeated the most, that is, what these people value most about working with us, and that will be our value proposition, either at the position, department or company level.

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It will be from here, when we can start creating our EVP.

3| EVP (Employee Value Proposition)

The employee value proposition is just the answer to the question «why should someone work in our company?», That is, what are the reasons why someone should choose us and not other company. This is your EVP.

And you will need to create a value proposition for each type of profile you want to attract.

If, for example, you want to attract young talent and recent graduates to your company, the value proposition will be totally different than if you are looking for a Project Manager with 15 years of experience. They will value different things and, even if they value the same, for example, that they can develop professionally and grow in the company, they will surely perceive it in a different way and, therefore, you will have to explain it to each one in a different way.

The same happens if we have several departments: we will have to create a value proposition for marketing, another for sales, another for the IT area … because they will surely also value very different things or, as we said before, perceive them in a different way. And what we want is to tell it exactly as they do.

    • Types of EVP

 

When creating this value proposition, we will see that as we have commented, there are different types:

    • Business
    • Team
    • Position

 

These are the main ones, but then, depending on the organization of your company or depending on what you are interested in knowing, we can do one by country, types of employee, seniority, etc.

And how do we create these proposals? From the bottom up, that is, first we create the position or profile, then the teams and then the company:

    • First of all we create the proposal for each specific position. We do this by telling our candidates the points in which our employees have agreed in the candidate-persona interviews, since it is something that everyone perceives as a benefit. For example back-end developers.

 

    • Then we create the team, for example, the IT team. We created this proposal by bringing together all those benefits in which the different people of the IT team coincide (QA, back-end developers, front-end, technical leaders …) with the aim of telling them what is the best in the area and what are the benefits that you will have in this department regardless of the position you will hold.

 

  • And finally, the company’s overall value proposition. Here we will take all the points in which the different teams of the company have coincided (marketing, sales, HR, IT …) since they will be the general benefits that the person will obtain simply by the fact of working in our company.
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And if we do it this way, it will be impossible for a person who is attracted to all these benefits to join our company and feel cheated, because it is what the people who already work with us have told us and it is in what all our employees agree that they value about our company, the department and the specific position.

The problem of Employer Branding is when we create it either from our own point of view or if we tell what we think, believe or consider that candidates value and/or want to know about us from the point of view of a person who does not perform that position.

A very good example of a strong Employee Value Proposition is the Streamloots case, we leave you its career page here so you can take a look at it, it is very top!

Streamloots Career Page

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Cool! Once you have designed and created your Employer Branding strategy, start communicating it with the Inbound Recruiting Methodology!
As a reminder we will say then that:

    • Employer Branding is defining what your employer brand is.

 

    • Inbound Recruiting is the process of communicating it.

 

And it will be here, in this communication process, where we will then enter to create our employment page, job offers, create campaigns on social networks, the candidate experience, etc.

We discussed all of the above in our last Quared Masterclass!

“Creating a better world of work”
Alex, Miquel & Toni

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