Black and white photo of a girl taking a photo. Cover image for the How to promote your EVP on social media blog.

Written by:
Harry Butcher

How to promote your EVP on social media (with examples)

Discover how to utilise social media to promote your EVP, attract the top candidates and strengthen your brand identity.

In today’s dynamic tech landscape, shaping your Employee Value Proposition (EVP) isn’t just about attracting talent, it’s about retaining it.

EVP now stands as the linchpin in fostering employee retention, bolstering engagement and ultimately fortifying your company’s reputation.

So much so that effective EVPs can increase new hire commitment by 29% and reduce annual turnover by almost 70%!

But amidst these compelling figures lies a critical question: How can your tech company effectively leverage its EVP to reap these transformative rewards?

Let’s explore.

Define your EVP

 

Before you can even think about promoting your EVP, clearly define what it is and what it means for you, your company, employees, shareholders, and the wider public.

Your Employee Value Proposition encompasses everything you offer your employees in terms of rewards and benefits in return for their skills and commitment to your business. These benefits can be financial, social, and opportunity-based, so incorporate everything from employee salaries to your company’s work-life balance.

As established, your EVP should reflect your mission, vision, values, culture, and goals, along with the tangible and intangible rewards you offer your employees.

It really is simple. The more attractive your EVP is, the more likely you are to attract and retain the top tech talent and inspire hard work and dedication from your employees.

You need to decide which of your business’s strengths you want to showcase in your EVP. A well-rounded one should encompass some – if not all – of the following elements and clearly define their parameters:

Financial compensation

Outline each employee’s salary, bonuses, and any other financial benefits your company provides. These could be company stocks or commission rates, for example.

Your company mission

Outline the purpose of your company and the benefits it aims to achieve and bring to society and your employees. Including your mission statement in your EVP will help prospective employees gain insight into your company culture and values.

Non-financial employee benefits

In your EVP, define any non-financial benefits you will be offering your employees. These benefits include healthcare, remote working and other job flexibility, gym memberships, education opportunities, and more.

Personal development

To appeal to the top candidates, demonstrate in your EVP that you can provide them with guaranteed opportunities to advance their careers. From promotion schemes to training programmes, the best candidates need to know that you will be investing in them before they consider investing in you.

Employee input

To feel like your company’s employees are valued, prospective employees will want proof that they will be listened to and appreciated. Employee feedback loops are a great way to gain insight into your employee experience and implement positive changes that will attract top tech talent.

Once you have solidified your EVP, you can consider which elements you want to emphasise to help define your brand and stand out from competitors in the job market.

Choose the right channels

 

Once you’ve established your EVP and honed in on the elements you want to promote, you need to start thinking about where you want to promote them. After all, a good EVP isn’t worth much if nobody knows about it.

To ensure you reach an array of top candidates, you should be promoting your EVP across a wide range of channels, including job boards, career fairs, your website, and social media.

When choosing which social media channels to utilise, you first need to consider your target audience. Try to figure out which platforms your target audience is most active on and use those platforms to reach them.

For example, if your role is a graduate position that requires fairly low levels of work experience, a lot of your target candidates will likely be reachable on Instagram. This is because 31.8% of Instagram users are aged between 18 and 24.

However, if your vacancies are better suited to candidates with a breadth of industry experience, LinkedIn might be the answer with 51.6% of users aged 25 to 34.

These statistics aren’t to say that you should narrow down your promotion of your EVP to just one channel, though.

Alongside your target audience’s preferences for social media, you should also consider which channels are best placed to promote your company and its values. So, start experimenting!

Create a social media plan

 

Behind any effective promotion campaign is a solid plan of action. So, once you’ve decided upon which platforms to utilise, determine the following:

What types of content will you post?

Decide whether you’re planning on writing long-form content for LinkedIn; whether you want to create graphic posts or reels for Instagram; and what your tone of voice will be like.

How often will you post?

Create a realistic posting schedule that will enable you to reach the maximum number of top candidates whilst not overstretching your existing workforce or budget.

What assets and resources are necessary?

You will likely need company logos and access to the company’s mission statement, for example. Consider the types of resources that could help you to implement your plan, such as social media scheduling apps.

Who needs to be involved?

Put a team together of existing employees who have experience in this field and who can afford to dedicate time to the promotion campaign. Consider implementing an employee audit to include your wider employee base’s opinions on your EVP.

What does the timeframe of the campaign need to be?

What are the deadlines for your vacancies?

Ensuring you have the necessary resources and a robust strategy is the best way to begin any promotion campaign.

Create unique and engaging content

 

One of the most effective ways to gain traction on social media platforms is to create content that is unique and genuinely engaging. So, if you want your EVP to stand out on social media, you need to make sure that you’re promoting it with the highest quality content.

Because your primary aim is to attract potential employees with your EVP, consider what style of content your target audience will want to engage with. Tailor it depending on the age range, experience, interests and preferences of your target audience to maximise its impact.

Here are a few examples of how to make your content engaging:

Tell a story with your content

Use the classic marketing ploy of setting the scene, establishing an issue, and presenting your company/job vacancy as the solution.

Make it personal

Tailor your content not only to your general target audience but also to every viewer/reader. Use personal pronouns for maximum impact.

Make it interactive

Social media platforms have an array of interactive features to encourage more engagement with your posts. For example, use Instagram’s poll feature, or ask LinkedIn viewers to comment their opinions below your posts.

Add value

To stand out from the sea of content that social media users are bombarded with on a daily basis, give your followers something valuable in each post. Whether it’s advice that applies to your target audience or a tip for your industry sector, make sure you’re giving your audience something worthwhile.

Utilise influencers and UGC

These days, consumers trust an influencer’s opinion more than a company’s. Consider exploring the world of influencer marketing to help promote your target audience if appropriate.

Be genuine

Now, more than ever, candidates are craving authenticity in the company they work for. If your content demonstrates that your priorities extend beyond business success, you are far more likely to grab your audience’s attention.

Leverage employees’ personal brands

 

Just as candidates are more likely to trust the statements of an influencer over a company, they are also more likely to trust and connect with those of your existing employees.

Social media platforms like LinkedIn are great for leveraging your employees’ brands, solidifying your company’s online presence and improving brand loyalty.

If this is something you’re considering, here are the key steps to implement:

Choose your representatives

To maximise the effectiveness of your employees’ brands, begin by selecting key employees with whom you have established strong relationships, and whom you can trust to be representatives of your company.

Guide and support

Next, provide them with the guidance and training required to navigate the relevant social media channels. They need to be given a clear idea of what kind of content to post, and how to utilise the features of each platform – for example, knowing the sort of hashtags to use can be very helpful with LinkedIn content.

Establish targets

By setting clear goals and targets with your employees, you can help them understand what they’re working towards and find the most effective ways of getting there.

Encourage authenticity

As we know, today’s candidates are craving authenticity. Your employees’ personal brands should be aligned with the values of the company and their posts should be as transparent and real as possible.

Incentivise participation

If you want to leverage your employees’ personal brands, you need to offer them something in return. From financial rewards to public recognition, consider how you can inspire more employees to dedicate time to this initiative.

Employee proposition examples

 

To gain a better understanding of what makes an effective EVP, let’s take a look at some of our favourite examples.

Spotify

Notice a look at how Spotify manages to permeate its EVP with authenticity by being open and personable in its manifesto.

Zoom

The videoconferencing platform prioritises its company culture and cares for its employees across their careers page.

Salesforce

This post is a great example of a corporate company using social media to promote its EVP. It demonstrates insight into employees’ work-life balance and does so in a personable tone of voice. The post also encourages its audience to engage with their content, by asking them to comment!

Eneco

This company has perfected the leveraging of its employees by creating highlight reels on its Instagram page which showcase its employee experience. Not only does this establish a sense of trust with prospective candidates, but it also demonstrates the company’s appreciation of its existing employees.

Pret a Manger

This Instagram post demonstrates to its audience that its priorities extend beyond the success of the business and is, therefore, bound to strengthen the company’s EVP and appeal to its value-led candidates.

Don’t forget to measure the success of your Employee Value Proposition

 

Promoting your EVP on social media is just the first step. Measuring its impact and refining your strategy are essential for success. Here’s how to do it:

Track key metrics

  • Engagement metrics – Monitor likes, shares, comments and other forms of engagement on your social media posts promoting your EVP.
  • Click-Through Rate (CTR) – Measure the percentage of users who click on the links in your social media posts to learn more about your EVP.
  • Conversion rate – Track the percentage of users who take desired actions, such as applying for a job or signing up for an event, after interacting with your EVP promotion.
  • Brand sentiment – Monitor sentiment analysis to understand how your EVP promotion is shaping perceptions of your employer brand.

Speak to those who know your brand best

Collect feedback from current employees and prospective candidates to understand their awareness of your EVP, perceived value, and opinions on your messaging. Use this input to refine your strategy and messaging for better results.

By continuously measuring and optimising your EVP promotion on social media, you can attract top talent and strengthen your employer brand effectively.

Make your Employee Value Proposition a Priority Today

 

At Revoco, we know that your EVP is only as good as your promotion of it. As long as your Employee Value Proposition is authentic and aligns with your company’s true actions and values, social media can be a great tool to promote it and strengthen your brand identity.

As with any form of content, your promotional posts must have structure and engage with your audience. The more you can connect with your target audience through social media, the easier it will be for you to bridge the gap between them being strangers to your brand and potential employees.

If you need any help spreading awareness of what your company has to offer, reach out to Revoco today.