A Team Value Proposition is created when you uncover what’s unique about a specific small group experience within the context of the larger organization. It requires the employer brand or recruitment marketing leader to partner closely with a business leader in a division, team or location to uncover specific experiences that define team culture.
After you’ve uncovered examples that illustrate the TVP, the team is branded and marketed to candidates using recruitment marketing content inspired by the team’s real stories.
So, how do you tie the TVP to the EVP? There are several ways.
Mirror the value of the team to the value of the company
If your organization lives its values, mirroring the team experience to wider corporate values should be easy, like this example from Aimee Sandjong, a scientist we interviewed in the Bio Pharmaceutical Division (BPD) at AstraZeneca.
“The CEO made an announcement over the PA system to the whole company: One of the products the BPD team had worked on for years had gotten approved! It was joy. We were so, so proud. Our team stopped working in the lab, we were crying, amazed, like, ‘Wow, we’ve made it.’ We were all jumping, hugging each other. People started screaming, we were so happy. To know that a product we started, that we fought for, made it through and got approved and patients will get it, that was amazing. It was extremely rewarding. We had a big party right away. We had T-shirts made with the product name on it.”
Then Aimee talks about how the organization-at-large also honored and shared this success, which speaks to similar corporate values and a universal employee experience:
“ AstraZeneca asked every scientist who ever contributed to this product to put their initials on a wall, not just our group. And you could see throughout those years so many people have worked on this project. The company came together to celebrate that product. That day I felt we all came as one.”
Here’s how this story was marketed to candidates (scientists who develop biopharmaceutical drugs):
Tie the team story to the mission/purpose of the organization
Luis from BAE Systems talks about his team hitting a tight deadline. Then, he reveals why it was so important that they did, which speaks to the mission of the company. Team culture and universal mission are communicated to candidates in this short clip:
Weave in one thing that resembles the overarching corporate employer brand
But sometimes, you want to communicate something separate from your mothership universal employee experience or perception. Take Deloitte’s Distribution Center. These consultants don’t travel, and they go into the office everyday surrounded by other Deloitte consultants. That’s unique to DCU, not Deloitte Consulting as a whole. There are still ways to weave in the known brand and values (exemplary service levels to customers, for example) while differentiating yourself.
When you take a TVP approach and include team storytelling, recruitment marketers can easily connect this work to the universal employee experience. Added bonus: this makes your content multi-functional. It can still sit on your careers site to illustrate mission, vision and values, as well as in targeted social ads that fill team roles.
Consider using a TVP approach for your next team experiencing a recruiting and recruitment marketing challenge. Interested in more learning more about how innovative marketers are using TVPs? Sign up for our webinar on March 7th!