Recruiting in
Turbulent Times
Why your EVP is
more important than ever
T A L E N T

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AGENDA
2
TARGETS:
• Level Set: What Is An Employment Brand?
• COVID-19 And The Workforce
• The Impact on Employer Brands
• The Role Of Your Employer Brand In Turbulent Times
• What Is An EVP And How Does It Evolve?
• 5 Steps To Creating A Strong EVP
• Is Your Brand Ready For When The Market Rebounds?

q Employer Brand: people’s perceptions of you as an employer
(good, bad or indifferent)
q EVP (Employee Value Proposition): how you would like to be
perceived by your employees and the candidate community
q Employer Branding: the activities an organization undertakes to
communicate the desirable employer brand image
q Employer Brand Management: the full spectrum of activities
you orchestrate to deliver both a consistent brand image and
experience in and out of the organization
LEVEL SET

Every brand is founded on a “proposition” that defines
the key benefits you will derive from your relationship
with that brand.
It provides a consistent point of reference for everything
you say and do.
The Employer Brand and Employer Value Proposition
work side by side to help you attract, recruit and retain
talent within your company.
LEVEL SET

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TODAY’S SPEAKER
5

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THE IMPACT OF COVID ON THE U.S. WORKFORCE
6
TARGETS:
The first phase of the battle
to contain COVID-19 could leave
42 million to
54 million net jobs
vulnerable to reductions in hours or pay,
temporary furloughs, or permanent layoffs
Accomodation and food services
24%
Retail trade
17%
Healthcare and social assistance
8%
Construction
5%
Administrative, support, and waste
services
Government
5%
Manufacturing
5%
Transprtation and warehousing
4%
Arts, entertainment, recreation
4%
Wholesale trade
4%
Real estate and rental
4%
Education
3%
Personal services
3%
Professional, scientific and technical
3%
Information
2%
Finance and Insurance
Information
Repair and maintenance
Company management
Utilities <1%
McKinsey Global Institute

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THE IMPACT OF COVID ON THE U.S. WORKFORCE
7
Over 75 Million
Employees may
be working from home
before the crisis is
over and for the
foreseeable future
Global Workplace Analytics
Experts predict this will be a
tipping point for remote working

• only 39% say their leader
outlined a clear plan of action
• only 54% say they are well
prepared to continue doing
their job due to environmental
changes
No negative effect
50%
Somewhat negative effect
32%
Very negative effect
18%
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THE IMPACT OF COVID ON THE U.S. WORKFORCE
8
U.S. Workers
are divided
by the effect COVID had on their
workplace, yet
Gallup
Communication is clearly an issue.

your Employer Brand can take a hit
without good communications

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WHERE DO EMPLOYER BRANDS LOSE GROUND?
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say their employer has
shared information about
precautions being taken to
keep employees safe and
reduce the risk of illness
74% say their immediate
supervisor keeps them
informed about what is
going on in their
organization
46% 43% 38%of workers strongly agree
that their employer cares
about their wellbeing
say they are confident in the
leadership of their
organization to successfully
manage emerging
challenges
Employees offer a mixed assessment of their employers so far
for their handling of the coronavirus crisis:
Gallup
Internally

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WHERE DO EMPLOYER BRANDS LOSE GROUND?
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If you are actively hiring for
jobs posted, or if their
application will go into
a black hole
If response times are going
to be affected
If they will be considered for
future roles if there is not a
current opening/requisition
How you plan to keep them
safe at work
(i.e. remote working)
Candidates respond negatively to these lapses in communication
due to the current market disruption (and they tell others)
Externally

with a common vision for the future
and candidatesaligning employees
Gallup

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THE ROLE OF EMPLOYER BRAND IN TURBULENT TIMES
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How do you portray that vision
for the future?
Messaging in the “sweet spot”
• Authentic
• Purposeful
• Value of you as an employer (EVP)

CASE STUDY: TRACTOR SUPPLY
Tractor Supply’s EVP tells
candidates and employees it is
a place to grow and develop
your career, be recognized for
your contribution, and be part
of an important team that
supports “Life Out Here.”

CASE STUDY: TRACTOR SUPPLY

CASE STUDY: TRACTOR SUPPLY

CASE STUDY: UNITED AIRLINES

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AN EVP IS THE FOUNDATION OF YOUR EMPLOYER BRAND
18
employer value
propositions
consumer
brand
what the brand
represents to
candidates

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19
A STRONG EVP IS MORE IMPORTANT THAN EVER
Helps you to attract and retain talent
A clear and differentiated EVP ensures you attract and retain
the people you would otherwise inevitably lose to
organizations with more attractive EVPs.
Helps you to appeal to different markets and ‘tough
to hire’ talent groups
For organizations operating in a number of countries the EVP
will need to move beyond a ‘one size fits all’. A good
EVP contains elements that appeal to different groups of
employees from different cultures, age groups and
functions. The most successful EVPs are derived from
combining needs of key segments of the workforce to form a
universal brand which is then communicated through the best
channel for each segment.
Helps you to re-engage a
disenchanted workforce
The process of creating an EVP involves surveying and talking
to existing employees. This is a very powerful
engagement tool in itself, and people usually enjoy and
appreciate it. In our experience the process can also help
to re-build/enhance trust and increase motivation.
Helps you to prioritize your HR agenda
The process of eliciting your EVP will help you to understand
what your HR priorities should be. To create an EVP you need
to understand what is important to your employees and
potential hires. Having this insight will mean that you
understand what specifically you need to do to attract,
engage, retain and develop the people that you want, where
improvements need to be made, and the things that will most
likely make people leave if they are
not addressed.
Creates a strong ‘people’ brand
Organizations with strong and credible EVPs become as
famous for the way they treat people and the quality of their
people as they are for their products and services. A great
example of this is Apple. Apple do not have to enter into a war
for talent. They have great people queuing up to join them.
Reduce new-hire premiums
When candidates view an organization's EVP as attractive,
they demand a smaller compensation premium when
accepting an offer. According to the Corporate Leadership
Council, EVPs that are viewed as unattractive require
a 21% premium to hire employees, while attractive EVPs
require only an 11% premium.

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20
WHAT IS NOT IN AN EVP
Salary/financial benefits - Financial compensation is obviously a priority for any job
seeker, but placing too much emphasis on the salary offer will only condition your
employees and prospects to chase the biggest number. Our focus will be on non-financial
and cultural benefits, which are more difficult for other organizations to match.
All things to all people - There’s an old saying in marketing that goes, “If you try to be
everything to everyone, you won’t be anything to anyone.” The same holds true for your
Employee Value Proposition. You should focus your efforts on a few specific target
audiences.
Aspirational rather than factual - An EVP is an employee-centric approach that is aligned
to existing HR strategies because it has been informed by existing employees.” If the
experience you deliver doesn’t align with the EVP we will be using to attract new hires,
you won’t keep them for long.

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21
Work: Includes job-interest alignment and work-life balance
Organization: Includes market position, product/service quality, and social
responsibility
Opportunity: Includes career opportunities, development opportunities,
and organization growth rate
Rewards: Includes work life balance, compensation health and retirement
benefits, and vacation
People: Includes manager quality, coworker quality, senior leadership
reputation, and camaraderie
WHAT ARE THE ATTRIBUTES OF AN EVP?

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THE EMPLOYER VALUE PROPOSITION
22
What attributes do you lead with?

4 Steps to
creating or
updating an EVP
for a
changing work
environment

DISCOVERY:
Identify your audiences’
unique drivers and
challenges • Review Past Employees Engagement Surveys
• Review Marketing Communications to Employees
• Review Leadership Communications to Employees
• Interview Prospective Employees
• Review Exit Interviews to learn what was missing
• Talk with employees and leadership
• Do some Industry and Competitor research

ANALYZE and DEFINE:
Begin to craft your
statement from the
attributes you’ve
identified.
Remember, your EVP statement should:
• Align to your organization’s vision, mission and
values
• Be achievable and honest – your EVP statement
should reflect what your organization is actually like,
not just what it aspires to be.
• Be targeted to attract the candidate persona(s) you
developed as part of this process.
• It should be concise and in your company’s voice.

TEST:
Check your statement
with your audience Before you go live with your Employee Value
Proposition test the EVP with current employees and
apply their feedback as you work toward a final draft.
Make sure they consider the statement from two
perspectives:
• As a candidate - Would this EVP resonate with them
as a job seeker considering an opportunity with your
company?
• As a current employee - Does this EVP align with
their desires and what the company is actually
delivering?

ROLL OUT YOUR
MESSAGE:
For it to resonate, make
sure you’re using it at
every touchpoint in
your employee lifecycle
People Strategy
Development
Strategic Workforce
Deployment
Employer
Value
Proposition &
RecruitmentHR Strategy
& Planning
Talent
Acquisition
& Placement
Performance
Management
People
Development
& Retention
Succession
& Career
Pathing
Training &
Development
Rewards &
Recognition
Individual
Performance
Management
Onboarding
& Placement
2
1
3
4
5
6
7
8
People
Strategy

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Are you ready to bounce back?
Our free Employer Brand Resiliency Assessment can
help you measure the strength of your EVP messaging
in this changing workplace.

Take advantage of our
free resources:
• Learn how our Employer Brand Resiliency
Assessment can help you strength of your EVP
attributes in this changing workplace.
• Download the free EVP workbook available to
registrants at the link sent to you after this
presentation.
Connect with me:
patty.silbert@newtontalent.com
www.linkedin.com/in/pattyvanleer/

Q&AQ&A