Your employer value proposition (EVP) is the core message that communicates why someone would want to work for you. It should highlight your mission, vision, values, benefits, and culture. To define your EVP, you need to conduct research, analyze data, and involve your employees. Your EVP should be authentic, unique, and relevant to your target audience.
One thing I have found helpful in defining our employer value proposition (EVP) is involving employees from all levels and departments. During a workshop, I invited team members who rarely get a chance to participate in strategy meetings. Their insights were eye-opening and brought out unique perspectives on our culture and values. By involving everyone, we crafted an EVP that truly reflected who we are as a company, making it authentic and relatable to our target audience.
Align your content voice with EVP. Craft a voice that resonates with your audience and reflects company culture. Prioritize consistency across platforms. Use employee insights to infuse authenticity. Regularly evaluate and refine content tone to ensure it aligns with evolving brand and cultural values. Remember, a cohesive voice that embodies your EVP amplifies employer brand messaging, attracting the right talent.
It all starts with your EVP, and you should invest time and effort into defining it. Begin by gathering insights from your current employees through surveys, focus groups, and interviews. Understand their perceptions of the company, what they value most, and their reasons for staying or leaving. Include employees from various departments and levels to gain a comprehensive view. Their feedback will help create an EVP that reflects the true essence of your workplace. Focus on what sets your company apart. Whether it’s unique benefits, an innovative culture, or a strong commitment to social responsibility, ensure that your EVP highlights these distinctive aspects.
Survey your employees about why they like to work there. Gather he data and look for the most common elements/theme. Use that data to form your EVP tagline and guide your content creation around it.
I will share with you the must-have 3 main steps you should consider when defining such an important EVP: 1. Understand Your Brand and Culture in the Context of EVP. 2. Define Your Audience and Objectives Aligned with EVP. 3. Create a Style Guide Aligned with EVP. And of course enjoy this EVP journey creation!
In my experience, one thing I’ve found helpful is understanding the heartbeat of our organization. One time at work, I noticed a mismatch between our content and the vibrant, collaborative spirit within the company. Since then, I've prioritized aligning our voice with the genuine essence of who we are. Regularly engaging with employees, gathering stories, and incorporating authentic language have been instrumental. It's not just about what we say but how we say it — infusing our content with the same passion, creativity, and values that define our workplace. This approach resonates with our audience, fostering a deeper connection and authenticity that sets us apart in the competitive talent market.
Una propuesta de valor del empleado es aquella que diseña una empresa para trasladar a una persona profesional las ventajas que puede brindarle como trabajadora. ⭐ Se trata de una potente herramienta de atracción de capital humano cualificado, también de retención del mismo, especialmente en sectores de alta competencia. 🤝🏻 De hecho, la propuesta de valor para el empleado integra aquellos elementos que se consideran imprescindibles en la captación de talento. Hablamos de 👇🏻 - Beneficios sociales flexibles. - Medidas de conciliación especialmente valoradas por las plantillas. Etc.
Absolutely! Developing our content marketing voice and tone involves aligning with our employer brand and culture. We keep it genuine, like talking to a friend, to reflect who we are as a team. It's all about being real and true to our vibe!
Developing a content marketing voice and tone reflective of our employer brand and culture is pivotal. We meticulously analyze our brand values, mission, and audience preferences to craft a cohesive voice that resonates authentically. By infusing our content with personality, authenticity, and consistency, we convey our unique identity while fostering connection and trust. Through this deliberate approach, we ensure our content reflects the essence of our brand and cultivates meaningful engagement with our audience.
When marketing you have to know who your audience is or who your avatar is. From here you can really hone in on a value proposition that reflects the overall business which brings consistency to the mission, vision, and goal. My mission is to help veterans and transitioning service members find and secure meaningful employment. That being said, when I am talking with our employers my mission, it is to bridge the gap between the military skills and civilian job requirements, ensuring veterans’ diverse experiences and strong work ethic enhance their workforce.
A voice and tone guide is essential for maintaining consistency and clarity in your content marketing. It should include elements such as the personality and style of your content, the mood and emotion of your content, the words and phrases to use or avoid, as well as examples to illustrate your voice and tone. For instance, you could decide on a friendly, professional tone and use jargon or acronyms depending on your audience and context. Additionally, you could provide samples of how you write headlines, introductions, calls to action, or social media posts.
A voice and tone guide is indispensable for content marketing, ensuring all messaging aligns with your brand's identity. - Beyond consistency, it helps differentiate your brand in a crowded market by establishing a unique voice. - Incorporate audience personas to tailor your tone more precisely and consider cultural nuances for global reach. - Regularly update the guide to reflect evolving brand values and market trends. - Encourage feedback from your team to refine the guide's effectiveness. By embedding these practices, you can create a dynamic, authentic connection with your audience, as a result, fostering Brand loyalty.
One time at work, we realized our voice and tone guide was becoming a rigid checklist rather than a creative tool. To breathe new life into it, we introduced a “what would you say if…” section, where creators would write responses to imaginary but plausible scenarios involving customers or colleagues. This exercise encouraged our team to think on their feet and apply the guide dynamically, ensuring our content felt fresh, authentic, and aligned with our evolving brand identity.
When you're creating a voice and tone guide, think of it as building a "user manual" for your brand's personality. Start by imagining how your brand would sound if it were a person. Would it be the reliable, approachable friend or the sharp, no-nonsense expert? This personification will give your guide an anchor point. Examples are your best tool here. Instead of saying, "We write friendly headlines," show what that looks like. Write a mock headline with personality and contrast it with a dry, generic one. The same goes for calls to action or social media posts. Think about tone as more than words—it’s pacing, sentence structure, and even punctuation.
Tailor your voice guide to reflect your EVP and culture. Involve employees to capture diverse perspectives. Emphasize adaptability, allowing for different tones across platforms. Encourage creativity within defined boundaries. Regularly review and update the guide to stay aligned with evolving brand values. Remember, a comprehensive voice guide empowers consistency while accommodating the dynamic nature of content marketing.
And That's What I Do (You Can Copy, Too) ;) ✅ Define your brand's personality: Decide if your brand is friendly, authoritative, or quirky. For example, for a tech startup, aim for a confident yet approachable tone. ✅ Specify mood and emotion: Choose the vibe of your content. Should it be inspiring, funny, or serious? For blog posts, use an enthusiastic and encouraging tone to engage readers. ✅ List preferred and avoided words/phrases: Pick words like “Simple,” “Innovative,” helpful,” and “trusted,” and avoid complicated jargon. For example, say “user-friendly” instead of “intuitive UX.” ✅ Provide content samples for reference: Share examples. For headlines: “Discover Our Simple Solutions.” For CTAs: “Join us today!”
Voice and tone guides are great for helping all team members be on the same page but it also allows them the freedom to say things in their voice without deviating from the main message. In the military we have a lot of jargon and when we are working with veterans & transitioning service members we have to be able to access that which builds connection but when talking with our corporate partners or potential partners we need to be able to speak in their language as well while also sticking to our voice and tone guide.
Il est important de prendre le temps de définir les mots clés pour éviter toute interprétation, ou mauvais usage. Après la définition de ces mots, penser aussi à lister les synonymes validés.
Once you have your voice and tone guide, it's important to test and refine it based on feedback and results. To do this, you can ask for input from employees, candidates, and customers to validate if your voice and tone match your employer brand and culture. Additionally, you should measure the performance of your content by looking at metrics such as traffic, engagement, conversion, and retention to evaluate if your voice and tone resonate with your audience. Finally, experiment with different variations of your voice and tone using tools like A/B testing, surveys, or focus groups to compare different versions of your content.
You'll definitely want to avoid sounding like every other company. That's because the best candidates do care about your culture and even the way you frame your job descriptions. Sure, no matter what voice you're using, you'll probably get a lot of candidates. But this doesn't mean you'll be getting the best ones. Keep in mind testing your voice and tone applies to your communication channels as well. The way you talk to candidates in emails or during calls is vital.
In my experience, combining quantitative metrics with qualitative feedback offers a comprehensive approach to refining voice and tone. By analyzing engagement statistics alongside employee and customer surveys, we gained a nuanced understanding of what aspects of our tone were working and which needed adjustment. This dual approach helped us strike a balance between data-driven decisions and genuine, human-centric content adjustments.
To test and refine your voice and tone in recruitment marketing, first collect feedback from current employees to ensure it resonates internally. Implement A/B testing on various platforms to see which styles engage your target audience more effectively. Analyze engagement metrics from these tests to identify which aspects of your voice are most effective. Regularly update and adapt your tone based on industry trends and changes within your company culture. Finally, consistently review and iterate your content strategy to maintain a fresh and authentic voice that truly reflects your employer brand.
Finally, you need to train and empower your content creators to use your voice and tone guide effectively. This can be done by granting them access to the guide and updating it regularly; platforms such as Google Docs, Dropbox, or Trello can be used for sharing and collaborating. Coaching and feedback on their content is also recommended, with tools such as Grammarly, Hemingway, or ProWritingAid used to check and improve writing. Additionally, you can encourage them to express their own voice and tone within the guidelines, fostering a culture of creativity, diversity, and trust among your content creators. By following these steps, you can create a content marketing voice and tone that reflects your employer brand and culture; this will help you attract and retain the best talent for your organization.
One time at work, I implemented a system where content creators could use Trello to not only share drafts but also to showcase successful examples of content that adhered to our voice and tone guide. This approach made the guidelines more tangible and inspiring. Seeing real-life applications of the guidelines helped creators understand and embrace the voice more deeply, making the content more authentic and aligned with our brand.
Au-delà d'une formation (un léger vernis technique est nécessaire), assurez avant tout une "assistance" : un animateur qui est disponible pour vos Ambassadeurs pour relire, corriger, aider à perfectionner leurs posts et l'aider à répondre aux commentaires désagréables (s'ils en reçevaient).
It takes time to align content with your employer value proposition. You need to give your content creators the space and resources they need to truly understand and embody the company's values and culture in their work. First, provide comprehensive training and immersion experiences for your content creators. This could include detailed sessions on the company's history, mission, values, and strategic goals. Encourage them to participate in various company events and activities to gain a deeper, first-hand understanding. Moreover, provide access to the necessary tools and resources. High-quality content requires investments in design software and analytics tools that enable content creators to produce professional, polished materials.
Provide comprehensive training on voice guide usage. Encourage feedback loops for continual improvement. Offer access to writing tools for refinement. Embrace individual creativity within defined parameters. Foster an environment where diverse voices are celebrated. Remember, investing in creator empowerment ensures a unified yet adaptable content voice, strengthening your employer brand's resonance with potential talent.
Developing a content marketing voice that truly represents your employer brand is crucial. It all starts with a deep understanding of your company's core values, mission, and culture. By collaborating with employees at all levels, you can capture authentic stories and perspectives that resonate with your audience. Define a voice that mirrors your brand identity, whether it's professional, friendly, innovative, or inclusive. Remember to adjust your tone to suit different platforms and audiences, while ensuring consistency to foster trust and recognition. Regularly evaluating and adapting based on feedback and engagement metrics is key to staying relevant. A well-crafted voice and tone can humanize your brand.
Ne pas étouffer les créateurs de contenu internes. Poser un cadre est nécessaire, mais il ne doit pas être trop restrictif sous peine de nuire à l'authenticité. Ce qui fonctionne aujourd'hui ce sont des propos authentiques.
Le canal qui vous permet d'assurer un marketing de contenu en cohérence avec votre culture employeur est : l'Employee Advocacy ! Qui de mieux que vos collaborateurs pour diffuser des messages qui correspondent sincèrement à la réalité en interne ? Formez vos équipes à la création de contenus, définissez le cadre des "interdits", valorisez-les, encouragez-les... et vous aurez une réputation employeur 100% authentique !
All the pointers mentioned above are spot on. However, candidates are not experts in any of those aspects. All they are looking for is coherence and uniformity of messaging from an employer brand. I feel the recruiters and hiring managers meed to be specifically trained on this aspect. They are the first point of contact for candidates. Both these personas need to know how to communicate your employer brand. For instance, if flexibility is a big part of your EVP and during the first interaction, a hiring manager says, "We need you to come to office 5 days a week.", the candidate will lose trust in your EVP. Building it further is very difficult.