Last week I joined Mary Ila at the AARC Annual Conference and had the opportunity to speak to leaders about recruiting and retaining talent in today’s workforce. Recruiting has changed drastically over the last few decades, from candidates having to convince an organization why they’re the best person for the job, to organizations having to convince candidates why they’re the best company to work for. Candidates today aren’t just interested in the money, but are looking at the employer’s overall Employee Value Proposition (EVP) or what the company can offer them that makes them an employer of choice. 

An EVP are the unique benefits, values, and culture that the organization offers the employee in exchange for their performance and loyalty. There are six characteristics that organizations need to evaluate their EVP and assess where changes need to be made. 

1. Compensation: While compensation is not the lone factor in a candidate’s decision to accept an offer, it is an important factor. You need to determine if your organization is going to lag, match, or lead the market. And sometimes this depends on the industry you’re in and why someone would work for your organization. For example, non-profits generally lag the market and pay around the 25^th percentile, however, most individuals who work for non-profits know this and aren’t opting to work for a non-profit for the pay, but for the purpose. In addition to salary, what other compensation benefits do you offer? Are there opportunities for commissions or bonuses? How much does the company contribute towards benefits? 
2. Benefits:  In addition to looking at what your organization contributes toward benefits, it’s also important to evaluate what benefits you offer? In order to attract talent in today’s workplace, you need to go beyond the basics. Are you offering tuition reimbursement, flexible spending accounts that help with childcare costs, employee assistance plans, and robust leave accruals? What about more unique benefits that set you apart? For example, I had a client that had a car detail company come in once a month and employees could get their cars washed and detailed while they worked. It was at the employee cost, but the detailer service gave them a discount, and just the convenience of it was a benefit to the employees. 
3. Mission, Vision, Values: One of the primary factors that a candidate considers is the mission, vision, and values of the organization and how that aligns with their own mission and vision. A study conducted by Glassdoor showed that 77% of candidates consider a company’s mission, vision, and values before applying to a position. Does your organization have clearly defined mission, vision, and values? And how do you ensure they are communicated to individuals who are interested in working for your company?
4. Culture: Having well defined mission, vision, and values is only the first step. Are you living them? Are you training employees on what your mission, vision, and values are and holding them accountable to them? Do your leaders model behaviors that exemplify your values? What is it about your company culture that is unique?
5. Environment: When evaluating your work environment, there are two dimensions you need to consider – first is the physical environment. What is the physical environment that the candidate would be working in and what are the benefits to that physical environment? Are they able to work remote or hybrid, is the worksite location in a great area that offers amenities such as restaurants, shopping, etc.? If the candidate will be traveling to different worksites, what does the organization offer in the way of convenience and safety, such as a company car? The second is the mental environment. Does the organization support the mental health of its employees? Does the organization offer a psychologically safe workplace where employees are free to raise concerns, ideas, admit mistakes, etc. without fear of reprimand or retaliation? 
6. Opportunity: How does your organization support employees professional development? Are there opportunities to attend training, conferences, earn certifications, or share their knowledge with others? Do you promote from within when possible and give employees opportunities for advancement? Do you allow employees to cross-train in other areas of the organization? And do you have conversations with your employees on what they want out of their career, where they want to be in three to five years and how you can help them get there? 

Understanding your EVP and communicating it to candidates and employees can help ensure that you attract and retain top talent. If your organization has not evaluated its EVP, here is a worksheet to get you started.