Boosting brand awareness with a resonant Employer Value Proposition

In a competitive labour market, standing out as an employer of choice is crucial. Partena Professional, faced the challenge of attracting and engaging the right talent. 

Eager to revamp its Employer Value Proposition (EVP) to improve its HR strategy so they can attract and long-term engage employees, Partena Professional needed a partner who could provide data-driven arguments to objectify gut feelings and innovative insights.

Business challenge

Partena Professional developed an initial Employer Value Proposition (EVP) based on qualitative interviews with current employees. However, questions remained: Was this EVP comprehensive and compelling enough to attract the right new hires? 

Partena Professional needed to ensure that its EVP resonated with potential recruits beyond its current team and appealed to a broader audience of potential candidates.

How we made the difference

The objective of exploring Partena Professional’s EVP was to understand what people consider as an attractive employer, particularly within the HR sector. Initially, we sought to uncover natural associations with Partena Professional as an employer and identify the attributes candidates value most in a workplace. 

In this EVP exploration phase, we determined which sub-elements, apart from salary packages, appeared to be the most important in defining an attractive employer. 

Thanks to these insights, we were able to make pivotal adjustments to the original EVP, highlighting Partena Professional's strengths and natural associations.

After we refined Partena Professional’s EVP, we conducted various tests to validate the adjusted version. Each sub-element of the EVP was validated based on its attractiveness, distinctiveness, and credibility to decide whether the marketing agency could use it in Partena Professional’s marketing and communication. 

Afterwards, we did a short comparative A/B test, which showed that the EVP was significantly more attractive and distinguished than the initial EVP —a 15% increase in appeal in just two weeks, as confirmed by a comparative A/B test.

The final research phase focused on identifying the most effective channels for reaching potential candidates and the triggers that would motivate them to seek an interview with a potential employer. 

Research shows that some channels are more commonly used than others. Furthermore, we identified to what extent conversion and/or awareness efforts should be made. This enabled us to deliver actionable insights to Partena Professional's marketing and communications agency.

‍“We believe in creating an authentic and lasting impact. Our goal is to bring meaningful change by providing a work environment where every contribution counts and our values are reflected in everything we do.” - Aurora Boucque (Team Lead)

How we added value

Data: Identified the most important elements job seekers are looking for. They rely on specific channels to discover the most interesting job offerings.

Insights: By revamping the EVP with the elements we retrieved from our data, we were able to suggest a more effective value proposition. Taking the voice of the people you are trying to reach into account, gets you closer to your target.

Decisions: Partena Professional introduced this new Employer Value Proposition and started focussing on the channels that yield the most success. 

Partena Professional’s partner in marketing & communication was able to better target the desired demographic and create more effective campaigns today but also in the future.