You put a lot of time and effort into marketing your business to customers. That is where you make money, right? But are you putting as much focus into your employer brand – how you would like to be seen and experienced by employees and candidates? You should, because it is a critical success factor in attracting, recruiting, and retaining talent.
There is a lot of work that goes into developing your employer value proposition (EVP) which should be aligned with the strategic direction of the wider organisation. Strategically, this is owned by the CEO and executive leadership team, and operationally it will be coordinated by your people, culture and/or human resource team.
Essentially, your EVP comprises the salary, compensation, and benefits that you provide to employees in return for the skills, capabilities, and experiences they bring to the organisation. Regardless of where you are at in terms of developing your EVP, here is some inspiration from Kiwi-based companies who are making their mark as employers of choice.
2degrees – Parental Leave Policy
Telecommunications provider 2degrees has recently announced significant changes to its parental leave policy as part of a push to attract and retain talent while doing the right thing by its workforce. Highlights of their new policy includes topping up paid parental leave payments to 100% of base salary, and matching superannuation contributions 2-for-1 when a caregiver comes back to work.
Stuff – Unlimited Sick Leave
Following a recent management buyout that saw the business return to New Zealand ownership, media company Stuff is planning to trial unlimited sick leave in early 2022. The move is part of Stuff’s vision to become New Zealand’s most trusted organisation, internally and externally.
Perpetual Guardian – 4 Day Week
Following a trial that received extended media coverage and had an equal number of promoters and detractors, Perpetual Guardian made a permanent switch to a shorter week in 2018. The 4-day week is optional for full time employees who are eligible for a weekly “rest day” while being paid for five days, provided they meet weekly productivity objectives.
Mainfreight – Discretionary Bonuses
Listed New Zealand logistics and transport company Mainfreight frequently includes staff bonuses as part of annual profit announcements. Eligible staff receive a share of bonuses based on positive financial results. It’s part of the wider vision and values of the organisation, where staff share in the success of the company.
In isolation, employee benefits have varying levels of attractiveness depending on the individual. And of course, there are some hygiene factors that need to be met in terms of ensuring employees are valued and respected within your organisation. But in a highly competitive job market, a compelling EVP could just set you apart. We can help with that.
The Decipher Team
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