Values and value matter in recruitment (but they’re not the same thing)

Photo by Riccardo Annandale on Unsplash

In people and culture, the word ‘value’ has two, equally important meanings.

‘Alignment with my values’ is one of the key motivators and factors for people when they are choosing a new job and employer.

According to Mercer’s 2024 global talent trends report, one out of every five employees who feel at risk of burnout this year attribute this to a misalignment between their own values and the values of their employer.

In their annual survey of job seekers, Indeed reported ‘values alignment’ and ‘purpose and meaningful work’ as important additions to the list of things people look for when they’re job searching.

But what about the other type of value?

The value you provide to your employees. Your employee value proposition.

One of the most important findings of Heart Talent’s research into the state of talent attraction in the NFP sector is this:

Less than half of job NFP ads include a clearly articulated employee value proposition (EVP).

Your EVP is more than a list of benefits. It’s the ecosystem of support, recognition and value an employer provides to employees. Authentic, compelling and evidence-based, an EVP is what your people appreciate. It’s why they choose you - and why they stay.

Just as marketers must understand and articulate a brand’s unique customer value proposition (CVP) to effectively sell products and services, so too must employers and talent teams.

If you want to attract the right people to your organisation and the job you’re offering, you need to be able to articulate the value you bring to your employees’ lives, beyond the paycheck.

Going back to the first type of value (the ones that guide your organisation), Heart Talent’s research shows one in three NFP employers clearly articulated their organisational values in their recruitment marketing and talent brand content.

Nearly half publish other content which aligns with these values.

Encouragingly, 75 per cent of NFPs publish job and careers content which defines the purpose of the work. 

This is one area where most NFP employers have a natural competitive advantage. 

People want to do meaningful work and feel a sense of purpose and impact, beyond themselves. Arguably, every NFP employer in the world can offer this. 

However, it’s not enough to say ‘working here will change lives’ (or outcomes for the environment, animals or other causes). 

People want to know how taking this job and working for your organisation will change their life, too.

This is why a clearly-articulated, evidence-based EVP is so important. 

A job is a big-ticket item. Choosing the right job and employer can be a life-changing decision.

Effective talent attraction is about creating a connection between the employer and talent using experiences, stories and authentic positive sentiment. 

Most NFP leaders described their EVP as a ‘work in progress’ and one of the many projects on the people and culture agenda. Across the board, having a defined EVP is accepted as important and leadership teams want to connect their EVP with broader engagement and culture initiatives.

Read more about this and other talent solutions in Heart Talent’s NFP Talent Attraction Report. 

This insightful, practical report will help NFP leaders understand common talent trends and challenges and consider new approaches to the mission-critical challenge of talent attraction and retention.

For support with talent attraction or a confidential chat about your talent strategy and how to leverage key opportunities in the era of talent, get in touch with Cynthia Harris.