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Last updated on 2024年6月6日

How can you create a global employee value proposition that resonates with candidates?

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A global employee value proposition (EVP) is a statement that summarizes the benefits and opportunities that your organization offers to potential and current employees across different regions and cultures. It is a key element of your global employer branding and marketing strategy, as it helps you attract, engage and retain talent that aligns with your vision and values. However, creating a global EVP that resonates with candidates can be challenging, as you need to balance consistency and localization, relevance and differentiation, and authenticity and adaptability. In this article, we will share some tips on how to craft a compelling global EVP that appeals to your target audience.

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Cristián Kolubakin

Director y Asesor de empresas | Consultor y Speaker | Profesor | Transformemos juntos tus Relaciones Laborales en un…
Tapasvi Bahulkar

Human Resources Executive at Zerotime Solutions | 10k+Connections | Hiring BDM | MERN Stack Developer
Cecilia B.

Lic. en Recursos Humanos

1 Understand your global talent market

The first step to creating a global EVP is to research and analyze your global talent market. You need to understand the needs, preferences, expectations and motivations of your ideal candidates in different regions and cultures. You can use various sources of data, such as surveys, focus groups, interviews, online reviews, social media, industry reports and competitor analysis, to gain insights into what attracts and retains talent in your sector and location. You also need to consider the external factors that influence your talent market, such as economic conditions, labor laws, cultural norms and social trends.

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Tapasvi Bahulkar

Human Resources Executive at Zerotime Solutions | 10k+Connections | Hiring BDM | MERN Stack Developer
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To create a compelling global employee value proposition, start by understanding the diverse needs of your workforce through research and market analysis. Define your core values and unique selling points, and then tailor these to fit regional preferences. Communicate your EVP clearly across multiple channels, using employee testimonials and ambassadors to share real stories. Highlight opportunities for continuous development and clear career growth pathways. Regularly gather feedback to refine your EVP, and emphasize diversity and inclusion. This approach ensures your EVP resonates with candidates worldwide, helping you attract and retain top talent.

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Cecilia B.

Lic. en Recursos Humanos
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Es crucial comprender el mercado de talento global en el que operamos. Esto implica analizar las tendencias y los cambios en la fuerza laboral a nivel mundial, incluyendo las expectativas y las preferencias de los empleados en diferentes regiones y sectores industriales. Un primer paso es llevar a cabo investigaciones de mercado y análisis de la competencia para identificar las mejores prácticas y las tendencias emergentes en cuanto a propuestas de valor para empleados en todo el mundo. Esto nos ayudará a entender qué están ofreciendo otras organizaciones y cómo podemos diferenciarnos de manera efectiva.

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Swapna Chanamala

Human Resources Leader | Leadership Coach | Career Coach | NLP Practitioner | Emotional Intelligence & Neuroscience Coach | POSH Consultant | Empowering Professionals to Achieve Success
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To effectively connect with potential candidates on a worldwide scale, it's essential to develop an Employee Value Proposition (EVP) that strikes a balance between overarching principles and specific cultural differences.

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Camila Marques

Analista de Recursos Humanos | Recrutamento e Sele??o | Gest?o de Pessoas |
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- Compreenda as necessidades dos funcionários através de pesquisas e entrevistas. - Identifique os pontos fortes da empresa, como cultura inclusiva e oportunidades de crescimento. - Personalize a proposta de valor para diferentes regi?es e culturas. - Comunique de forma clara e convincente em todos os materiais de recrutamento. - Demonstre o impacto com exemplos concretos de investimento nos funcionários. - Solicite feedback regularmente para garantir alinhamento com as expectativas dos funcionários.

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Amrutha Srivatsa

Employer Branding and Recruitment Marketing India lead
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1. Start off by identifying any gaps in communication between company and its people. 2. Showcase any and all activities within the company culture 3. Raise awareness about EVP-circulate regular informative pieces across the company to remind employees of EVP and Employer Brand

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2 Define your core EVP elements

The next step is to define the core elements of your EVP that reflect your organization's identity, purpose and culture. These are the aspects of your EVP that are consistent and universal across all regions and markets, and that differentiate you from your competitors. They may include your mission, vision, values, goals, impact, culture, leadership, innovation, diversity, inclusion, recognition, learning, development, growth, rewards, benefits and work-life balance. You should articulate these elements in a clear, concise and compelling way, using stories, examples and testimonials to illustrate them.

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Cristián Kolubakin

Director y Asesor de empresas | Consultor y Speaker | Profesor | Transformemos juntos tus Relaciones Laborales en un activo y construyamos con tu Cultura, una ventaja competitiva |Ex Gerente Corporativo de Personas |
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Lo primero y fundamental de tu propuesta de valor para los empleados es que tiene que ser HONESTA. Es fácil caer en la tentación de prometer "el oro y el moro" y llenar tu comunicación de bonitos mensajes que después difícilmente vayas a cumplir. Por eso mírate interna y honestamente antes de decidir qué es lo que vas a salir a ofrecer. Y un consejo que siempre funciona: Deja que tus trabajadores hablen por ti, no lo hagas tú. Nada es más creíble que cuando quienes viven la experiencia son quienes lo relatan con sus propias palabras.

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Tamara Buckland

Disrupting the leadership space & encouraging rebelliousness @ The Wild Ones
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I think it's vital to co-design your core EVP elements with your team, with people from around the globe if your company is a global one. When your core EVP components are defined and articulated by the team that choose to work at your company, they will be more honest, clearer and will more likely talk directly to prospective candidates. Too often I see companies use language to express their EVP that just doesn’t resonate with their current staff and then wonder why it doesn't resonate with their potential candidates. It must make sense for your team - they are the company after all!

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3 Localize your EVP for different regions

The third step is to localize your EVP for different regions and markets, based on your research and analysis. This means adapting and customizing your EVP to suit the specific needs, preferences and expectations of your local talent pool, while maintaining the core elements and the overall message. You may need to adjust some aspects of your EVP, such as the language, tone, style, format, content, examples, benefits and channels, to make them more relevant and appealing to your local audience. You should also highlight the unique opportunities and advantages that your organization offers in each region, such as the projects, clients, partners, events, networks, communities and social causes that you are involved in.

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Amrutha Srivatsa

Employer Branding and Recruitment Marketing India lead
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Some on-site activities will boost the EVP interest among employees. Organize engaging and informative events for people to attend and also take home some goodies!

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4 Communicate your EVP effectively

The final step is to communicate your EVP effectively to your global talent market. You need to use a variety of channels and platforms, such as your website, social media, job boards, career fairs, blogs, podcasts, videos, webinars, newsletters, referrals and testimonials, to reach and engage your target audience. You should also use a consistent and coherent tone and style across all your communication materials, to reinforce your brand identity and message. You should also monitor and measure the impact and performance of your EVP communication strategy, using metrics such as traffic, views, clicks, shares, likes, comments, applications, hires, retention and referrals, to evaluate and improve your results.

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Amrutha Srivatsa

Employer Branding and Recruitment Marketing India lead
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Use internal channels like company website, social media channels and mails to the fullest. Leverage more by using physical spaces as well.

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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 can you create a global employee value proposition that resonates with candidates?

1

2

3

4

5

1 Understand your global talent market

2 Define your core EVP elements

3 Localize your EVP for different regions

4 Communicate your EVP effectively

5 Here’s what else to consider

Human Resources

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How can you create a global employee value proposition that resonates with candidates?

1

2

3

4

5

1 Understand your global talent market

2 Define your core EVP elements

3 Localize your EVP for different regions

4 Communicate your EVP effectively

5 Here’s what else to consider

Human Resources

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