What is your Employment Value Proposition ("EVP")?
When the candidate that you're trying to attract to your firm asks you (or asks themselves): "Why should I consider joining your firm?" What is your answer? Would a candidate get a consistent answer if they were to ask the same question of your colleagues? Would your statements be corroborated by your employees throughout the company?
Visit Company website after website, and read what they have to say about why candidates should join their firm and why employees choose to stay, and you will agree, I'm sure that in many cases, the statements are less than compelling.
It's too bad really, because in most instances, employers have exciting and compelling reasons for employees to consider joining. Think of the many organizations who are led by visionaries, or who are doing great things to help better society and our standard of living, or who value their employees, and their communities, and demonstrate this value through their actions.
Yet all too often, what we read on websites; in annual reports; and in recruiting brochures sounds like it was written for stock market analysts, or shareholders, or by those least passionate about the company.
It misses its target audience.
In my experience, companies that align vision + mission + guiding principles to people + employment experience + results have little difficulty in attracting the talent that is needed to continue to contribute to the company's success.
There are employers out there who have tremendous success in attracting talent. Their offer acceptance rate ( a key measure of "EVP") is close to 99%. That is, 99 out of 100 employment offers extended, are accepted.
I would guess that at companies such as Apple, or Google, or some that you lead or work at, the offer acceptance rate is similar.
Why this success rate? First of all, they take the time (and it does require substantial time up front), to think about what they are out to accomplish as an organization, and why that is important and would be important to individuals in the firm and those considering joining them. Secondly, they think about and articulate what kinds of individuals with what kinds of skills and character are needed to help to achieve their vision and mission. Thirdly, they design and safeguard recruiting processes, employment experiences, and behavioural expectations that align with these. And lastly, they hold true to these in the face of hardship, when it would be all too easy to excuse a one-time deviation from these norms (and risk organizational credibility and organizational trust in the process).
If you don't yet have a compelling "EVP" for your organization; if you do and it is not visible on your website or in your marketing materials; if it is not understood and bought into by your employees; if it is constantly being tampered with through "one-off" actions, then you have a wonderful opportunity to invest in this area and not only differentiate your firm in the marketplace, but also ensure that your firm is excelling at attracting and retaining the talent you require for sustainable and enduring success.
A suggested starting point...make this a strategic goal for your senior management team, and engage your Chief Human Resources Officer as point person to facilitate this process.