Once the employee value proposition is researched, developed, defined, and “package up”, there is a need to structure all communications efforts in order to ensure that it, (the EVP), is conveyed to appropriate target audiences in compelling ways using specifically targeted messaging and supporting selling points.
This can be done through a communications strategy effort with a tactical plan developed from inside the organization, with deep inputs for insiders as well as an “environment scan”, as it were, of the external world–including opinions from existing and potential hires, news reports and social media commentary in order to understand the external communications environment in which the company operates. Partnering with our corporate communications colleagues and publish relations specialists will no doubt make this effort easier.
The development of the communication plan should come from a set of exhaustive interviews in order to gain as complete an understanding as possible of hiring needs, preferred target markets and relevant educational establishments and professional associations that may be targeted for new hires. This will also establish the base information required to compile your employer brand messaging strategy. Finally, as part of your communication plan you want to address perception gaps which are uncovered in the “environmental scan” and ways to better highlight the company and its advantages as an employer of choice in the marketplace.