Ep 21: What’s an Employer Value Proposition?

Meet Rachel

Joining us from Hewlett Packard Enterprise, Rachel Duran, Head of Global Employer Brand and Recruitment Marketing, debunks the difference between an “Employer Value Proposition” and the status quo term “Employee Value Proposition”. Hear all about HPE’s new campaign #RedefineWhatsNext and how they’re leading the way in attracting, retaining and developing top talent.

Follow Rachel on LinkedIn: https://www.linkedin.com/in/rachelduran

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Episode Highlights

Employer or Employee Value Proposition?

Rachel Duran: “When I hear employee value proposition I think there's a focus on the employee and that's what the intent is. However, I feel like it's kind of implying that they are proposing their value to the employer. We can't define that for them. And so that's why I prefer employer value proposition (EVP) because I feel like it's putting the onus on the employer. It's saying this is what we are proposing as a value to you as your potential employer and what we promise to you as a brand as your current employer once you join.” 

Crista Vance: “I think that makes sense because it's really like what you're offering those who want to come work for you. You’re not just getting people to be attracted to your company, but getting the right people to be attracted to what you are offering.”

What is top of mind for employees in the tech industry?

Rachel Duran: “Specifically in tech, one thing that I've noticed in the data and the research over and over again is the desire for top talent within this industry to be able to build a career. Career growth is the most important thing to them, even across demographics. The thing that really stood out to me at HPE was hearing all of these stories from people who've been here for so long. So we really honed in on that to create the campaign called Redefine What's Next For You. We wanted to make sure we were able to connect those stories to tangible things.”

Once we get people in for an interview at HPE and we're able to share that value with the candidate, we have a really good success rate for converting that into an offer. So that was presented to me when I first started. We need to ensure that top talent is exposed to our employer Brands and our EVP messaging before they even apply or have that initial conversation with our recruiters because that was the gap that needed to be filled.”

Increasing Employer Awareness

Rachel Duran: “Awareness of HPE as an employer was definitely a gap that needed to be filled and it's for a couple of reasons; anytime you're in a B2B model and you have a lot of people in that space who are your customers who are fully aware of your brand, but that doesn't necessarily overlap with potential candidates to work here.”

Matt Vance: “We're reducing costs by ensuring that there's lower turnover. We're increasing the time to hire increasing the quality of applications applicants because they're more familiar with the employer value proposition before they're even interviewing. There is a spillover effect to other stakeholder groups. For example, you're presenting the entire employer brand value proposition primarily to job seekers, but you're letting the employees be the storytellers; you're putting them on a pedestal to tell their own lived experiences. So you're increasing the engagement of that stakeholder group. So now we've got job seekers and the employees being affected, and I've also seen it spillover to affect customers as well.”

“These customers are searching especially in the B2B space where HPE is operating and there's significant contracts in place that they want to be sure they're partnering with the obvious choice and seeing that employees love working here. The scores on sites like Glassdoor, Indeed and Comparably are employees telling their stories about how satisfied they are. That's one added advantage to secure new business on the revenue growth side. So in my opinion, employer branding is absolutely essential in today's Marketplace.”