How Company Culture Fuels a Candidate-Driven Market

In our lives, we hope to surround ourselves with the best people who have the biggest positive impact on our lives.

As kids, we sometimes get this wrong, we might hang out with 'the wrong crowd' (much to our parents’ dismay), but eventually, you find your way.

As an adult, we do the same - we make mistakes, and sometimes we're brave enough to change paths and make big changes, to again surround ourselves with the right kind of people who have a positive impact on our lives.

Whilst it may seem slightly anecdotal, it’s a principle that we carry in our professional lives too. Starting business relationships is hard, and sometimes the fit isn't right, so big decisions need to be made. 

At Marmalade Marketing, our core values are trust, breakfast and confidence. We trust each other, as our clients trust us, and take action confidently (we also love breakfast food). This means that communication and making quick decisions is key. 

We don't always get it right but we grow and learn continuously. If you feel good at work you often perform better. By making other people at work feel good this comes back around and so the culture is brought to life.

So, here we are discussing why your EVP is everything, and how simple steps make a huge impact on your business culture and working life.

Creating a genuine set of brand values and promises goes further than talking about why your business is better than your competitors. It’s about positioning yourself in the market to be exactly who you want to be, and how you want to be recognised by those all-important 3 Cs - your clients, candidates and colleagues.

WHAT EXACTLY IS YOUR EMPLOYER VALUE PROPOSITION?

Owning and managing an EVP is far more than a checkbox exercise which is then destined to gather dust in a back-office folder. Unfortunately, many business owners still condemn their EVP to the same fate.

The demand for talent is higher than it has ever been, meaning we’re in a candidate-driven market. So, your EVP needs to be genuine, valuable and informative to anyone who comes in contact with you.

If you’re unsure where to start or you need to refresh your current EVP, consider the following:

• Your employer value proposition is telling your company story to the market. What story do you want to tell? How do you want to position yourself in your sector?

• What does your benefits package include? Are you prioritising the wellbeing and mental health of your employees, or your ROI?

• What are you offering in terms of career development and support?

• What is your company culture like? How do you describe your working environment on your careers page, or to candidates you are interviewing?

Ultimately, candidates want to know two things. Firstly, they want to know that their particular role in your organisation is what they’re looking for. Then, they want to know that your company is the best option available to them.

Being clear about what your company stands for, represents and believes in is vital in order to attract the right candidates to your business. Being clear about diversity and inclusion, employee wellbeing support and flexible working options are what businesses should be pushing out to their audience. (Note: free coffee in the office and paid time off should not be considered a “benefit”.)

WHAT MAKES YOU UNIQUE?

When developing your EVP, there may not be a unique selling point. Knowing the purpose of your business is a great place to start - that way, you can pinpoint what it is that sets you apart from the competition.

If you have any workplace champions or brand ambassadors within the company, be sure to involve them in the recruitment process. Encourage candidates to ask them their own questions about the company, and ensure it matches up with the story you are telling through your recruitment process. 

Whilst it might be a candidate-driven market, a strong EVP and company culture is a one-way ticket to securing the top talent for your organisation.

If you need help nailing your EVP, get in touch with us for a chat on how you can develop the story behind your business.