The evolution of the pressures and opportunities facing your EVP January 2025
© 2024 WDAD Communications All rights reserved 2 Established in 1995, WDAD Communications is an Employer Brand and Talent Attraction agency. We provide the expertise, strategies and practical solutions to help organisations in all sectors to find, engage and retain the very best and diverse talent. We work with a range of clients across the UK and around the globe. Resources include: ❑ EVP and employer brand specialists ❑ A full design and production studio ❑ Talent attraction campaigns ❑ Website design and build ❑ Photographic and video production ❑ Project management An introduction to WDAD Communications
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications. All rights reserved 3 ❑ An employee is more than their job title ❑ You’re not selling forever homes ❑ How ready are you for a more competitive labour market? ❑ A faster route to your EVP ❑ Story telling but different ❑ Why authenticity is becoming inauthentic ❑ Are your people centre stage or bit-part players? ❑ How best to test your EVP How EVP and EB are evolving and what this means
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . Messaging that focuses on the person not the role 4 ❑ Post Covid, our relationship with work and with employers has changed ❑ We don’t have to be present at work to be present ❑ We no longer have a parent-child relationship with our employer ❑ We are far less prepared to sacrifice our personal life for our working life ❑ People want to hear what an employer can do to help shape, develop & grow the individual ❑ Treat people as rounded individuals and you’ll get more rounded skills in return ❑ They want to know whether their employer is more interested in what they can do, rather than the individual they are and what they are going to be? ❑ Think greater personalisation and more employee relevance
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . You’re not selling forever homes but the next step on the ladder 5 ❑ Gen Z will change jobs 18 times within their career – spending an average of 30 months with each employer ❑ You are less a career destination than a stopping off point in an employment journey ❑ Tell candidates how their careers will benefit from two years with you ❑ Focus on the learning, the experience, the contacts, the projects, the training they will get ❑ How will you grow, stretch, nurture, develop? ❑ The best employers will shape CVs that make their people even more attractive to other organisations ❑ But this will enhance your employer brand, create genuine advocacy and the likelihood of boomerang hire
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . How ready are you for a more competitive labour market? 6 ❑ UK vacancies have been falling for the last 23 months ❑ However, 77% of UK businesses are planning to expand or maintain permanent roles in the next six months ❑ Is your current EVP and employer branding thinking and messaging the product of a weak market? ❑ Are you ready for an upturn in the market? ❑ Have hiring managers ‘turned native’ and begun to assume that hiring is easy? ❑ Have candidates ceased to be candidates and are now simply employees working for someone else? ❑ If the market does pivot, how nimble are your processes, messaging and candidate experience?
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . A faster route to your EVP 7 ❑ Your business needs to revisit its EVP, but you’re worried about the time this will take and the disruption to the business ❑ You fear the process will take so long that a new EVP won’t feel very new ❑ You’re looking for an intuitive, innovative approach and an EVP that points forwards not backwards ❑ We’re going to apply a test and learn approach ❑ We’re going to take an in-depth briefing and produce an interim EVP ❑ We’re then going to test in front of a focus group audience ❑ We’ll apply their thoughts, feelings and stories and amend the EVP – we’ll do the same process twice more over a week ❑ And then we’ll present a thoroughly tested EVP, that’s ready to roll out
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . Story telling – but different 8 ❑ Story telling has long been associated with employer branding ❑ But is there really a story behind your employee stories? ❑ Could you do more than 60 second talking heads? ❑ Great stories have heroes, villains, tears, set-backs, redemption arcs ❑ Careers tend not to go in straight lines, there are ups and downs, successes as well as challenges ❑ When we’re telling people stories, let’s make them believable, let’s tell the full story ❑ And don’t replace those stories after two years, add to them, show the progress made ❑ We talk about being authentic, but do people really believe stories with little in the way of richness, nuance, challenge and progress?
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . Immersion over authenticity 9 ❑ If ever a word had become synonymous with EVP and EB, it’s authenticity ❑ But how authentic is your authenticity? ❑ Just how genuine is the picture you paint about the working environment? ❑ How do you respond authentically to scandal, upheaval, profit shortfalls, redundancies? ❑ Shouldn’t you open up the organisation to candidate audiences? ❑ Allow them to immerse themselves in your working culture before they decide whether to join or not ❑ Making a career move shouldn’t be a leap of faith, but a well-informed decision made after real immersion into what a new organisation is really like ❑ Don’t tell people how authentic you’re being, show them
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . Where are your people on your careers site? 10 ❑ Think about the role your employees are currently playing on your careers site ❑ Are they front and centre or playing a support role? ❑ How far do you have to scroll to meet those people? ❑ Why can’t they be the narrators? Why can’t they be telling your career story? ❑ Why can’t they proudly walk visitors through your career offering? ❑ The MC introducing the various elements of your employment experience? ❑ If you want to communicate how empowering your organisation is, what better place to introduce this than through your careers site? ❑ Your people are talented, creative, dynamic, they deserve centre stage
© 2024 WDAD Communications All rights reserved © 2024 WDAD Communications . How to test your EVP 11 ❑ You need to understand how your EVP is performing and whether it’s time to move things on ❑ But how best to go about this? ❑ The ideal audience – those people who joined your organisation since you’ve updated your EVP ❑ Ask them why they joined and what relationship does that have with your EVP? ❑ Do they see evidence of your EVP around the business? ❑ Is it lived and, if so, how is it lived? ❑ What relationship does your EVP have with their employee experience? ❑ Are they experiencing what they signed up for and does what they signed up for share much DNA with your EVP?
For further details on the EVP and Employer Branding options available through WDAD Communications, please contact mike@wdad.co.uk
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