Every industry can attract like-minded people – your market actually depends on their being a group of people who already exist and can be readily identified, as potential customers. To appeal to these prospects, unfortunately marketing messaging through videos, print ads, or other advertising mediums, can start to look very similar.
A successful organization can take it as a compliment, when other companies try to imitate their offering. It does present a challenge, however, to maintain that unique value in the face of copycats. Here is where it becomes even more important to rely on a fully developed Employee Value Proposition.
Here are three ways to protect that unique value:
1. Take the time to do your research.
Find out how your clients see you. Why do your clients choose to do business with you? How do industry graduates view your company? Authenticity cannot be faked. Your EVP is uncovered, not developed, remember? Your employees are unique to your organization. What do your employees value about working with you? Gather as much information, through as many different channels as you can to get a detailed picture of yourself, as others see you.
2. Tell your story, your way.
We love videos featuring employees! It makes the employees and their colleagues feel proud when contributions are recognized, and it gives future talent a true glimpse into your organization. A video can be easily duplicated, however; ensure that any videos are succinct and reflect the top three things that your employees value, clearly. Tell your story throughout; when the story is your company’s own, distinctive story – it won’t be generic.
3. Provide proof points.
Walk the Talk. It counts in employer branding too. Ensure that you support your EVP. When your employees tell you what they value, be sure to communicate examples of it throughout the organization. For example, if employees value innovation at your organization – provide examples of innovative best practices or programs that support what your employees are saying. Look for every reason to prove your employees are right about why they choose to work with you.
A fully realized Employer Brand, based on your EVP will be difficult to duplicate. The individual stories; the corporate traditions that showcase your values will be woven into all aspects of the employee experience – and all of this will be unique to your organization.