Let’s rehash for a moment. In part one of this series, I explained that your EVP is like a ‘special sauce’. It’s full of ingredients that would be hard for another company to replicate exactly because it includes things that are unique to your business. Things like your purpose, values and culture right through to the benefits you provide and even the way you recognise and reward.
It’s important you use what you have to differentiate yourself from your competitors. The following three tips will help you articulate your ‘special sauce’.
Tip #1 Work out your businesses reason for being and what you value most
Start with why? What is your purpose, why do you exist and what value do you bring to those you support? Stephen Sineck has done some amazing work in this space and I’d encourage you to watch his Ted Talk if you’re struggling to understand your ‘why’.
At Sunsuper we are very clear about why we exist, and that’s to inspire and empower Australian’s to fulfil their retirement dreams. It’s a pretty noble cause to get up every day and come to work and inspire and empower others. We are also clear about the values we believe in, and we look for new recruits that align with our purpose and core beliefs - just like Jan did when she recruited me (Read more about Jan in part one).
A great place to start is by asking yourself and your co-owners what you value most – you could even extend this to your employees so there is alignment and shared accountability for what’s important to your business.
Tip #2 Every organisation has something unique to offer – understand what yours is
You may not have a fancy benefits program or perhaps the budget for it like your bigger competitors down the road and that’s ok! You need to harness what’s special about working for your business and share that. For example, Jan and Ronnie knew that I was always hungry when I finished school so they use to let me grab two pieces of fruit when I arrived at work – it kept me coming back and probably made me a nicer 14 year old to the customers!
Grab a pen and paper and write down everything you can think of that you offer your employees or could. While there are lots of tangible benefits I’m sure you can list – don’t forget the small things and those that you can’t touch or put a price on like ongoing feedback, regular development conversations, opportunities to work on new and exciting projects, mentoring – these all count. It’s important you’re able to deliver what you promise though (more on that another time).
Tip#3 Don’t neglect to understand who you’re trying to attract or retain before rolling out new benefits
There is so much research and many articles written about trends in the talent market from the millennials, to the gig worker, and across them all you’ll find many suggestions about what these various groups’ needs and wants are – but is it all relevant to your business?
Before coming up with any new benefits I’d encourage you to build a profile of the people you already have working for you and of the type of people you want to have working for you. My Dad works for a transport company and they tend to attract a large number of part-time baby boomers who enjoy short shifts, and a job that fits their lifestyle – and for the majority they’re not overly concerned with career advancement. What might appeal to this group is not always going to appeal to a younger group.
Don’t be afraid to ask your people a few questions about what could enhance their experience working with you and your company or what matters most to them. This doesn’t have to be like war and peace - keep it simple.
As a business owner or the person who makes all the hiring decisions, using these three tips will help you be clear on what’s unique about working at your business and put you on the front foot when it comes to securing the talent you need to grow and sustain your business.
> Learn more about the value Sunsuper can offer your business.
By Adam Fitzhenry, Manager of Employee Experience and Communication, Sunsuper