What is a value proposition?
A value proposition in HR is the key message to employees about why they should want to work for your company. It is a way of attracting the kind of talent that will make your company thrive. It is also the way to focus your strategy more and improve your business. Remember: the best employees solve problems and follow your strategic direction and to get them, you need to find them, and keep them. The best way to do that? Give your employees what you want.
To give you an example of a value proposition, I’ve pulled a snippet from Deloitte’s careers web page. While they are by far not the only company with a good value proposition, they are one of my favorite.
Deloitte’s value proposition states:
This is an excellently targeted message with several key points:
- You as the employee make the impact: you are Deloitte
- Deloitte wants to hire you if you think differently
These key points are specially designed to attract a certain kind of person, a visionary who wants to make a difference. Deloitte isn’t looking for people that are ready to accept status quo, they want “A+” players.
If you want good employees, you need to have the right value proposition
Small businesses that want to stand out in the job market must take the time to consider what their value proposition is to employees. This is more than just the benefits your company offers: it’s the reason that working for your company matters.
When you write a value proposition, you must consider the following questions.
- What kinds of skills must your employees have to make your company better?
- What are the personality traits that you want in your employees?
- How can you attract these kinds of people to your company?
- Why would someone want to work for you?
- What does your ideal employee value the most in this world?
- How will you motivate your employees?
- What is your philosophy about employees and how you should treat them?
- What will you do if an employee doesn’t meet your expectations?
- What can you do to keep an employee like the kind that you are imagining?
- How do they spend their days/what is the best way to reach them?
Final words on your value proposition
In general, it is best to keep your value proposition between 2-4 sentences. Short, sweet, and memorable. You want to communicate your value and convert the employee to applying for your organization, but you also don’t want employees to read a dissertation before applying. You want to be remembered. Write for impact.
Additionally, you want your value proposition to work well with your overall mission. So make sure you don’t write a value proposition that simply cannot align with your company goals.