What are the best practices for communicating your employer value proposition to expats?

If you want to attract and retain expats for your international recruitment, you need to communicate your employer value proposition (EVP) effectively. Your EVP is the unique set of benefits and opportunities that you offer to your employees, and it should reflect your culture, vision, and values. But how can you convey your EVP to expats who may have different expectations, preferences, and challenges than your local talent? Here are some best practices for communicating your EVP to expats.

1 Understand your expat persona

Before you craft your EVP message, you need to understand who your expat persona is. This is the ideal profile of your target expat candidate, based on their skills, goals, motivations, and pain points. You can use data from your existing expat employees, market research, and surveys to create your expat persona. This will help you tailor your EVP to their specific needs and interests, and avoid generic or irrelevant statements.

Add your perspective

Ciro Moraes dos Reis

Safety Tech Specialist | Researcher | Consultant | Lawyer admitted to practice in Brazil
Report contribution
Crafting an EVP for expats? It's like navigating a John Rawls-inspired maze of justice – balancing equality with cultural nuances. As someone hailing from Brazil, the global south often feels like an afterthought in these policies. An effective EVP must go beyond glossy brand promises. It should resonate with the unique cultural, financial, and professional aspirations of diverse regions. We're not just seeking a job; we're seeking respect and understanding in a global workplace. True inclusivity means recognizing these varied aspirations and crafting policies that address them, not just as checkboxes, but as integral parts of a holistic employee experience.

Like
ADRIAN Mansfield

Divisional Director North America - VHR Executive
Report contribution
I agree but that assumes you "have" an expat persona or even a brand that expats will recognise... Global staff have, at their core, much the same wishes as those who work for you at home - so if you're not a well-known global brand but want to work globally then work on what attracts and keeps your current staff and then see how that may relate to those in other parts of the world... Or speak to someone who's been there and can help you craft that message...

Like

2 Highlight your global brand

One of the main reasons why expats choose to work abroad is to gain exposure to different cultures, markets, and opportunities. Therefore, you should highlight your global brand and reputation as part of your EVP. Show how your company operates in different regions, how it supports diversity and inclusion, and how it fosters innovation and collaboration across borders. You can use testimonials, stories, and videos from your expat employees to showcase your global brand and culture.

Add your perspective

ADRIAN Mansfield

Divisional Director North America - VHR Executive
(edited)
Report contribution
I agree that highlighting your Global Brand but again that assumes you have one! I think as key to this is highlighting your Global understanding - the fact that you understand the different cultures, that you will/or do recognise those differences in your operations (for example Eid and Diwali leave v Christmas/Easter). That your management is able to work with and manage those of very different cultural backgrounds sympathetically (if they can't bring in training so that they can BEFORE you look to hire globally)... As someone who has run and led teams globally for the best part of the last decade, these are some of the most important aspects of cultural integration.

Like

3 Address the practical aspects

While your EVP should focus on the positive aspects of working for your company, you should also address the practical aspects that expats may be concerned about. These include relocation assistance, visa support, compensation and benefits, work-life balance, and career development. You should be transparent and realistic about what you can offer and what you expect from your expat employees. You should also provide resources and guidance to help them navigate the legal, financial, and cultural aspects of working abroad.

Add your perspective

4 Use the right channels

Once you have defined and refined your EVP message, you need to use the right channels to communicate it to your expat audience. You should leverage both online and offline channels, such as your website, social media, blogs, podcasts, webinars, events, and referrals. You should also optimize your channels for mobile devices, as many expats use their smartphones to search for jobs and information. You should also monitor and measure the performance of your channels, and adjust your strategy accordingly.

Add your perspective

5 Engage with your expat community

Communicating your EVP to expats is not a one-time event, but an ongoing process. You should engage with your expat community regularly, and provide them with relevant and valuable content, feedback, and support. You should also encourage your expat employees to share their experiences and insights with potential candidates, and to act as ambassadors for your brand. By engaging with your expat community, you can build trust, loyalty, and advocacy for your company.

Add your perspective

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Add your perspective

What are the best practices for communicating your employer value proposition to expats?

1

2

3

4

5

6

1 Understand your expat persona

2 Highlight your global brand

3 Address the practical aspects

4 Use the right channels

5 Engage with your expat community

6 Here’s what else to consider

International Recruitment

Rate this article

Thanks for your feedback

More articles on International Recruitment

More relevant reading