How can you make your candidate's value proposition more compelling?

1 Know your target audience

Before you write your CVP, you need to understand who your ideal candidates are, what they are looking for, and what motivates them. You can use various sources of data, such as surveys, interviews, focus groups, online reviews, and social media, to gain insights into your target audience's preferences, needs, and expectations. You can also create candidate personas that represent your ideal profiles and describe their demographics, skills, goals, challenges, and pain points. Knowing your target audience will help you tailor your CVP to their specific interests and values.

2 Highlight your differentiators

Your CVP should clearly communicate what makes you different and better than your competitors. You need to identify and emphasize your unique selling points (USPs) that set you apart from other employers in your industry and niche. Your USPs could be related to your mission, vision, values, culture, products, services, impact, innovation, reputation, awards, or social responsibility. You should also showcase your employee value proposition (EVP), which is the combination of rewards, recognition, development, and work environment that you provide to your employees. Your EVP should align with your USPs and reflect your employer brand.

3 Use clear and engaging language

Your CVP should be concise, catchy, and memorable. You should use simple and direct language that speaks to your target audience and conveys your message clearly. Avoid jargon, clichés, and vague statements that sound generic and boring. Instead, use active verbs, positive adjectives, and emotional words that evoke curiosity, excitement, and trust. You should also use storytelling techniques, such as anecdotes, testimonials, or case studies, to illustrate your CVP and make it more relatable and authentic. You can also use visual elements, such as images, videos, or infographics, to enhance your CVP and make it more appealing and memorable.

4 Test and refine your CVP

Your CVP is not a static document that you write once and forget. You should constantly test and refine your CVP based on the feedback and results that you get from your target audience and the market. You can use various methods, such as A/B testing, surveys, analytics, or interviews, to measure the effectiveness of your CVP and identify areas of improvement. You should also monitor the trends and changes in your industry and niche, as well as the expectations and preferences of your target audience, and adapt your CVP accordingly. Your CVP should be relevant, current, and consistent with your employer brand.

6 Follow up and deliver on your CVP

Your CVP is not only a promise, but also a commitment that you need to follow up and deliver on. You should ensure that your CVP is aligned with your candidate experience and employee experience, and that you meet or exceed the expectations that you set. You should also solicit and act on the feedback and suggestions that you receive from your candidates and employees, and use them to improve your CVP and your employer brand. You should also celebrate and recognize the achievements and contributions of your employees, and show them that you value and appreciate them.