In today’s job market, candidates and companies face a world of unprecedented choice. Even as hiring slows and applicant pools grow, amid this widely expanded talent marketplace, many companies are still struggling with the challenge of getting the right candidates to notice and be interested in them.
They’re struggling, in other words, with their employer brands and with building differentiating, compelling Employee Value Propositions (EVPs).
Another world that has been upturned by unprecedented choice is the world of dating. In my experience helping friends build their dating profiles, I’ve learned a few tips and tricks around what tends to work best. And as I’ve gone about client work, I’ve realized EVPs and strong dating app profiles have more in common than you might think. Here are three best practices from the world of dating apps that I believe can help companies build great, modern EVPs.
1) Paint a layered portrait
The days when EVPs were synonymous with compensation and benefits are long gone. Today, the best EVPs go beyond transactional components—they show a layered portrait of what the organization has to offer. Similarly, the best dating profiles usually don’t just feature people smiling in every photo. Rather, they contain variety, showcasing the different sides of people, from what they care about and what fun looks like for them to how they spend their time and (most importantly) whether they’re dog people. Organizations looking to drum up chemistry with potential candidates should think strategically about all the different sides of their employee experience and culture—wellness programs, learning opportunities, ways of working, giving days—and make sure their EVP delivers a multidimensional glimpse into all of it. The employee experience is driven by a lot of different inputs and factors, and the best EVPs reflect this.
2) Show your true self (don’t catfish)
It’s tempting to try to be everything to everyone, whether you’re designing a dating profile or crafting an EVP. However, trying to appeal to everyone often dilutes what makes you special. Instead of chasing trends or trying to create a “picture-perfect image” of your company, focus on what makes your organization unique—from core values and beliefs to ways of working to the stakeholders you serve—and showcase this uniqueness throughout. In today’s day and age, putting your most authentic foot forward as a company is paramount—73% of candidates say they wouldn’t apply for a job if the company’s values didn’t align with their own, and 80% of Gen Z employees want a purpose-driven job that reflects their personal beliefs.
Above all, be honest, and resist the temptation to create a one-size-fits-all EVP. The goal with EVPs is not to find and attract general “top talent.” It’s to find and attract the right talent for you, and while it might be tempting to try to sand down the parts of your employee experience that could be more controversial to some candidates (like, say, a five-day in-office policy or a culture that tends to work overtime), EVPs grounded more in aspiration than reality end up bad for both businesses and candidates. Businesses shouldn’t “catfish” new hires with their EVPs. A candidate who feels duped won't be the right fit. Honest EVPs, however, will allow the right talent to find you, and start things off on a foundation of trust.
3) Don’t forget to have fun
While the real, business-focused aspects of EVPs are important, it doesn’t all need to be serious. Just like dating profiles with fun pictures or clever one-liners tend to get more attention, EVPs and employer brands that show joy and authenticity can more deeply resonate with candidates and employees. Joy in the workplace can be a compelling factor for employees and potential candidates. In fact, employees who enjoy their work are 49% less likely to consider a new job than employees who don’t. Think about joy as a part of your EVP strategy. Whether it’s team-building events, holiday celebrations or just moments of levity in the office, don’t be afraid to show your team enjoying themselves. It can be a big perk for a lot of folks, and highlighting it can make your EVP and brand stand out among the many fish in the sea.
