Tying the team value proposition (TVP) to the employer value proposition (EVP)
A team value proposition and employee value proposition are inextricably linked and essentially connected. Here’s how to communicate TVP and EVP.
TVP is created when you uncover what’s unique about a specific small group experience within the context of the larger organization.
The TVP’s foundation is the EVP and overall employer brand. However, its message uses specific and granular aspects of the employer brand to help the individual team shine through.
A strong TVP requires the employer brand or recruitment marketing leader partner closely with a leader in a division, team or location. Together, with the team, you will uncover specific experiences that define team culture.
After you’ve uncovered stories that illustrate the TVP, the team can be branded and marketed to candidates . The result is compelling recruitment marketing content inspired by the team’s real stories and team storytelling.
So, how exactly 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.
Aimee talks about how the organization-at-large honored and shared her team’s success, which speaks to similar corporate values and a universal employee experience.
One of AstraZeneca’s core values is: We follow the science. The recognition of their scientists’ hard work at both the team and company level shows prospective candidates that their contributions will be appreciated and celebrated.
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 team value proposition and employee value proposition approach for your next team experiencing a recruiting and recruitment marketing challenge.