Is your Employee Value Proposition already target group specific?

Attracting and retaining employees with a Target Group Value Proposition (TGVP) approach.

The shortage in the labour market continues and the recruitment world is upside down. There have never been so many vacancies for recruiters. And attracting and retaining talent is a high priority on many HR agenda’s. The workload is large and the active labour market approach of recruiters and intermediaries makes the labour market more competitive than ever. Offering good and appealing employment practices is important. “One size fits all” no longer applies, a target group-oriented policy is necessary. Have you already developed  your Employee Value Proposition (EVP) into a Target Group Value Proposition (TGVP)?

Who am I as an employer and who do I want to be?  Do the identity check!

Are you aware of your image as an employer? Do you have a clear picture of your employer reputation? Often different opinions have been formed over time and different regulations and conditions have been introduced. How do these fit today? And for whom are they suitable? A critical look at your employership often gives refreshing insights. Therefore ask yourself the following questions.

  • How have we formulated our employer value?
  • What is good employer value for us?
  • How is our employer value translated into daily practice?
  • What makes our employer value distinctive?
  • What conditions and options do we offer our employees?
  • How do these conditions and options fit with our vision of being a good employer?
  • For whom are these conditions and options appropriate? Who uses it?
  • How do we show good employership to our employees? And to our potential employees?
  • How do our employees experience us as an employer? What do they say about us at parties?

You will be amazed how certain things have become self-evident and which ultimately make the difference in being a good employer. Take the recruitment process, for example. What is leading in this? The process or the candidate? And what do you offer the new employee? A flexible contract, either through an intermediary or a direct permanent contract? Do you know what suits the new employee best?

Do you know what really drives your employees? The answers are at your workplace!

If you have focused on your employer identity for yourself, ask your employees how they feel about you as an employer. Why do they work for you? And how do they experience this? You will soon come to the conclusion that different employees think differently about it. This is not surprising, the value of work varies greatly per individual.

In addition to income, work must also more often contribute to other personal values, such as well-being, socially relevant, happiness or creativity. Depending on the stage of life and the needs of the employee, different roles also determine the importance of being an attractive employer. Working, learning, caring and doing business are increasingly intertwined and strongly determine the different motivations of your employees. You will also see that the different professions within your company will have different motives and needs. From this perspective, they also set other requirements for you as an employer.

By starting specific discussions with employees about good and suitable employership, you can gain insight into your own labour market position and you can distinguish between different target groups within your organisation. From a job group perspective and from a motivational perspective. In this way you determine to what extent you are attractive as an employer for these target groups and to what extent specific interventions may be required. Of course you distinguish between the target groups that are important to you in the context of your strategic personnel planning.

This is the basis of your Target Group Value Proposition from which you can connect your employees but also attract them in a targeted manner.

Strong on the job market together!

Your own employees can play an important role in your recruitment recruitment. This is often underestimated. As ambassadors, they can tell like no other what it is like to work at your organisation. The best way to do this is through a referral program where you reward your employees if they nominate suitable candidates. To position your organisation as an attractive employer for the relevant target groups, it is also very interesting to do this together with your employees. Your ambassadors represent your important target groups and together with them you make a plan. There are countless options for this. You can have your employees write blogs, make testimonials with them, film specific projects and let them be active on their own social media and in their networks about work. It is important that an authentic story is told in which the motives, the pride, the ambition, the doubts and the opportunities are mentioned. This appeals to others, makes them curious but often also reinforces their involvement. So beneficial for both recruitment and retention!

TalentIn - Marjoleine van den BroekAbout the author

Marjoleine van den Broek is labour market specialist and network partner of TalentIn. Marjoleine helps organisations to strengthen their labour market position and translate it into a suitable recruitment strategy, employer branding and excellent candidate experience.

TalentIn has extensive national and international experience in developing and improving programmes for the recruitment of your permanent and temporary staff. We know how these programs can be successfully designed and implemented. We advise, but can also provide practical support. Have we aroused your interest? Please contact us for an appointment without any obligation through,  or +31 10 307 54 22

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