At Symphony Talent, we often say that your employer value proposition (EVP) isn't an end itself. It's a tool. A tool that, if used well, can help you manage your employer brand and employer reputation. Through it, you can shape the candidate interaction from the top of the funnel to the bottom, taking talent from attraction through to hire and beyond. 

But what if that tool isn't working? Below are several telltale signs that will warn you that your EVP might not be on point, plus the steps you can take to do something about it. 

What are the signs that your EVP isn't working?

Attraction (or "sorry, who?")

We often hear that companies are the best-kept secrets in their industry, i.e., that they have a great story to tell, but no one has heard it. Now, this could be down to a number of things tied to the EVP. Sometimes, it's because people aren't confident in what to say or how to say it, and sometimes, it's because organizations don't know how to activate their EVP and thus experience a reach/awareness challenge. 

In our experience, a good EVP not only tells you what to say but also gives you the means to galvanize your existing teams to do some of the advertising for you. A good EVP will come with instructions and advice on how to get the most out of it; a plan on the best ways to get it out into the world — whether that's through low-cost initiatives like employee advocacy or through advertising and blimps crisscrossing the skies with your name on.  

Interest (or "Thank you, but no thank you.")

Your recruiting teams have leads, but those leads aren’t interested when you reach out. This can be another sign that what you're saying (or how you're saying it) isn't relevant, doesn't resonate emotionally, or won't motivate prospective candidates. Nothing compels them to take the next step and apply. Candidates need to have the opportunity to see and feel what it’s like to work for your organization. 

Developing a well-rounded EVP that clearly lays out what is good about your company and is made specific for different audiences (be that role or tenure, life stage or even gender) means that everyone internally can speak generally about the key points that make your organization different; recruiters can speak specifically to the points that will interest those you wish to attract for each role. 

Application (or "Not for me.")

Maybe you're seeing good numbers hitting your careers website, or your job ads have a competitive number of clicks, but no one is completing the application. This could be because your careers website falls flat or what you say in the job description isn't hitting home. Act as if you are applying for a job with your company. Visit a job ad. What does it tell you about the role over and above a salary? Is it clear what your organization expects to give and get from individuals in this role? If the answer is no, this can also be a sign that your EVP needs some tweaking.

At Symphony Talent, we often reference the careers site against the stated EVP. If the business talks about innovation, is that reflected in the homepage copy, through enhanced job descriptions, and also the site structure itself? If it talks about togetherness, does that come across in the content and the imagery? If it talks about collaboration and support, does the content offer application tips to those applying? 

Qualification (or "I'll send in my resume anyway.")

A crucial part of your EVP is that it is a proposition for the type of talent you're looking for. Every organization isn't for everyone. If you're getting overwhelmed with the wrong type of applicants or need more of the right ones, then rejigging your EVP could help.

Offer (or "Yes … but no.") 

Are people accepting an offer and then not turning up on their first day? Or are they accepting offers to leverage it for a promotion or raise from their existing employer? These things happen. But if renege rates are spiking, closely examining your EVP could help. Not only does the EVP reflect the benefits beyond a paycheck, but if activated properly, you'll have a plan to continue conversations beyond the offer stage so candidates feel more connected to the business before they even arrive. 

Hire (or "Well, it wasn't what I thought.")

Your EVP sets the expectations for what it's like to work at your organization. It's the promise you're making to your people. And if it doesn't live up to that, people will leave. So, if you're experiencing an unexpected churn of employees or new hires are coming in and bouncing straight out, it's time to take a long, hard look at what you're saying and how it matches up to the lived reality. 

And beyond (or "I'm just here for the money.”)

Have you asked people to post on social media for you and experienced nothing but tumbleweed? Is your employee engagement survey showing some worryingly low percentages? A strong employer brand has positive correlations with employee engagement and discretionary effort.¹ Do you know what shapes an employer brand? Yes, an EVP. That was an easy one.  

And there it is. If you've read something here that's struck a chord, or you'd like to talk more about the challenges you're facing — or just about EVP and employer branding in general — we'd love to hear from you. Speak to an expert today. 

Will Jeffreys is a Brand Strategist at Symphony Talent, partnering with clients to bring employer brands to life across the entire talent lifecycle.