How do you tailor your employer value proposition to different active candidate segments?

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As a full-life cycle recruiter, you know how important it is to attract and engage qualified candidates for your open roles. But not all candidates are the same, and neither is your employer value proposition (EVP). Your EVP is the unique set of benefits, culture, and opportunities that you offer to your employees and potential hires. It's what makes you stand out from your competitors and aligns with your employer brand. To effectively communicate your EVP to different active candidate segments, you need to tailor it to their specific needs, preferences, and motivations. Here are some tips on how to do that.

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1 Identify your segments

Before you can tailor your EVP, you need to know who you are targeting and what they are looking for. Active candidates are those who are actively looking for a new job, either because they are unhappy with their current one, or because they want to advance their career. Active candidates can be divided into segments based on factors such as their skills, experience, industry, location, goals, and challenges. For example, you might have segments such as senior software engineers, entry-level sales reps, or remote customer service agents. To identify your segments, you can use data from your applicant tracking system (ATS), your talent pool, your online presence, and your market research.

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Alicia Thull

Sales & Talent Professional
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I help recruit for various startups at different stages ranging from 2-800 employees so I have to tailor every single outreach that I do. Not everyone has the grit and hardworking mindset to join a hyper growth startup. Know your target audience, double check your requirements, and reach out to everyone who is a good fit and the maybes because not everyone updates their online presence.

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2 Understand their pain points

Once you have your segments, you need to understand what their pain points are and how your EVP can address them. Pain points are the problems, frustrations, or gaps that candidates face in their current or desired jobs. For example, senior software engineers might have pain points such as lack of autonomy, outdated technology, or limited career growth. Entry-level sales reps might have pain points such as low commission, high turnover, or lack of training. Remote customer service agents might have pain points such as isolation, communication, or work-life balance. To understand their pain points, you can use sources such as job boards, social media, surveys, interviews, and feedback.

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Karen Hartshorn, CSAM, CPC

Connecting Excellence With Purpose
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In my experience Tailoring your EVP to different candidate segments is crucial for attracting top talent. Start by understanding their specific pain points. "Tailoring your EVP to different candidate segments is key! Understanding and addressing these pain points can make a huge difference in attracting the right talent!

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3 Highlight your strengths

After you have identified and understood your segments and their pain points, you need to highlight your strengths and how they match their needs. Strengths are the aspects of your EVP that make you attractive, competitive, and distinctive as an employer. For example, your strengths might include your culture, your values, your benefits, your projects, your impact, or your recognition. To highlight your strengths, you need to use clear, concise, and compelling messages that showcase how you can solve their pain points, support their goals, and offer them value. For example, you might say something like "As a senior software engineer at XYZ, you will have the freedom to choose your own tools and methods, work on cutting-edge projects that make a difference, and grow your skills and career with our mentoring and learning programs."

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4 Customize your channels

Finally, you need to customize your channels and how you deliver your EVP to different segments. Channels are the platforms and mediums that you use to reach out to and engage with candidates. For example, your channels might include your career site, your social media, your email campaigns, your job ads, or your events. To customize your channels, you need to use the ones that are most relevant, effective, and preferred by each segment. For example, senior software engineers might be more interested in your GitHub profile, your blog posts, or your webinars. Entry-level sales reps might be more responsive to your LinkedIn page, your testimonials, or your referrals. Remote customer service agents might be more attracted by your Glassdoor reviews, your videos, or your newsletters.

By tailoring your EVP to different active candidate segments, you can increase your chances of attracting and engaging the best talent for your roles. You can also build trust, rapport, and loyalty with candidates who share your vision and values. Remember, your EVP is not a one-size-fits-all proposition, but a dynamic and flexible one that adapts to your audience and your market.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you tailor your employer value proposition to different active candidate segments?

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1 Identify your segments

2 Understand their pain points

3 Highlight your strengths

4 Customize your channels

5 Here’s what else to consider

Full-life Cycle Recruiting

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