1. DEVELOP A STRONG EVP TO ATTRACT TOP TALENT
Develop an accurate, aligned, and aspirational EVP to reinforce your talent management strategy and differentiate yourself from key competitors.
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2. EXECUTIVE SUMMARY Walk away from this blueprint with: Situation
Your organization’s reputation as an employer is critical to attracting and retaining top talent.
A strong employer brand is linked to lower recruitment costs, better organizational alignment, and increased employee engagement, which impact the bottom line of the organization.
Resolution
Create an accurate and engaging employee value proposition (EVP) as the foundation for your employer brand. If the EVP does not resonate with employees, you risk damaging your reputation both inside and outside the organization.
Highlight the unique features of your organization in the EVP to help differentiate yourself from competitors and support recruitment and retention by emphasizing people-organization fit. The marketing department can help with the development of your promotional strategy to emphasize these features in an compelling way.
Aim to achieve alignment between the EVP, employer brand, and the corporate brand as your ultimate branding goal. The more aligned you are internally and externally, the better your word of mouth will be.
Complication
Many organizations fail to actively manage their brand internally with current employees, and externally with potential applicants. This can result in a reputation that does not reflect the employee experience.
Social media has made it is easier than ever for individuals to express their opinions publicly, which can impact multiple stakeholders.
The understanding that creating a compelling EVP and employer brand is about honesty and transparency. Every organization has positives and negatives; rather than sugar- coating, focus on presenting a realistic picture of the employee experience to attract people with the right fit.
The ability to tailor your communication style to your desired audience. By using a customized marketing strategy, you create a personal connection to the brand with a lasting impact.

3. GUIDED IMPLEMENTATION
MCLEAN & COMPANY OFFERS VARIOUS LEVELS OF SUPPORT TO BEST SUIT YOUR NEEDS
CONSULTING
“Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.”
GUIDED IMPLEMENTATION
“Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.”
DIY
TOOLKIT
“Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.”
WORKSHOP
“We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.”
Diagnostics and consistent frameworks used throughout all four options

4. Launch the EVP and Employer Brand
Use McLean & Company’s process to develop a strong EVP to attract top talent
Uncover the EVP
Road-Test the EVP
Launch the EVP and Employer Brand
Adopt the EVP

5. SAMPLE SLIDES

6. How the employee experience is depicted can have an impact internally and externally
A strong EVP leads to a wide variety of positive HR outcomes:
A better fit between candidates, the position, and the organization
Increased retention and lower turnover costs
Increased alignment of HR with the business
Increased recruiting efficiency and lower recruitment costs
Help employees understand the principles guiding the organization.
Match the internal experience to the EVP for new hires.
Align HR’s decisions with the organization’s strategic direction – influences day-to-day interactions.
An EVP will act as a filter to attract candidates.
Provides a realistic preview of the organization.
The candidate experience is a crucial component of the external employer brand – how an applicant is treated during the recruitment and hiring process is a direct reflection on the organization and employee experience.
42%
of people who had a bad candidate experience said they would never reapply for a job at that company.
22%
said they would tell others not to apply there. 9%
said they would tell others not to buy products or services from that company.
Source: CareerBuilder, 2013

7. If you don’t own your EVP and employer brand, you risk losing more than just engagement
Reduced retention
Engaged employees are 6.2x more likely to agree they are committed to the organization compared to disengaged employees (McLean & Company, 2015; N=23,728).
Decreased productivity
The effects of a poor EVP and employer brand can build over time and are often difficult and time-consuming to change.
Engaged employees are 2.6x more likely to be top performers (McLean & Company, 2015; N=4,046), which translates into increased profits and shareholder value.
Poor market reputation
A poor reputation can reduce the number of positive customer/client interactions and decrease the likelihood of conducting business with them.
Limited attraction of top-talent
An unmanaged talent market reputation as an employer means top-talent will turn their focus to your competitors with a more positive reputation as employers. “
The organization of your dreams does not deceive, stonewall, distort, or spin. It recognizes that in the age of Facebook, WikiLeaks, and Twitter, you’re better off telling people the truth before someone else does.
– R. Goffee & G. Jones ”

8. MCLEAN & COMPANY HELPS HR PROFESSIONALS TO:
Now, more than ever,
HR leaders need to help their organizations maximize the value of their people.
McLean & Company offers the tools, diagnostics, and programs to drive measurable results.
– Jennifer Rozon,
Vice President,
McLean & Company “
Empower management to apply HR best practices
Develop effective talent acquisition & retention strategies
Build a high performance culture
Maintain a progressive set of
HR policies & procedures
Demonstrate the business impact of HR
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