MOBILITY REPORT
The Employee Value Proposition
and Global Mobility: A Tool in the War for Talent?
This article is based on recent research for the RES Forum carried out by Dr Benjamin Bader and David Enser. Dr Bader is an academic partner and strategic adviser to The RES Forum, (a world leading global mobility HR practitioner forum and community). He has recently joined Newcastle University Business School, a UK Russell Group University, where he is a senior lecturer in International Human Resource Management. David Enser is a partner and Head of Cross-Border Employment and Reward Innovation at The RES Forum.
T
he so called “war for talent,” mostly due to a shortage of skilled labour, is a phenomenon with which most companies will be largely familiar. In today’s business world, organisations need
to fight in order to attract the best and brightest talent using all of the tools available to them. One such tool, which is not often considered in terms of global mobility, is the Employee Value Proposition (EVP, also known as an Employer Value Proposition). The EVP informs current and potential employees about what they
can expect from a company that they (wish to) work for. It conveys the company’s values, what it stands for, and why employees proudly choose to work for it, and it may include such things as an inspiring vision and a unique and distinctive culture. In today’s competitive world, simply offering high salaries and other monetary benefits is not enough to convince employees to choose one organisation over another and other things such as promising career opportunities, a pleasant work environment and conditions, and a desirable location must, as a minimum, be part of the package as well. Employers must set themselves apart from their competitors in the war for talent and provide compelling reasons for employees to join and remain in the organisation.
Competitive advantage In today’s globalised world, employees are increasingly searching for opportunities to travel and work internationally with their employers. Companies who successfully communicate the available opportunities within their EVP can earn a competitive advantage in attracting the best talent. HR departments should not be fooled into thinking that this only appeals to the younger generations of Millennials and Gen Z; to get the most out of their careers, older generations of highly skilled
employees equally demand these opportunities from their employers. HR departments should consider that this may not be on the mind of an employee at the time of accepting a post, but it may be on their mind in the more medium to long-term and communication about the potential future opportunities may just make all the difference in attracting global talent. It is certain that, over the last decade, the jobs market, at least
for skilled and talented employees, has changed dramatically. It is no longer an employer-driven market place where applicants apply and are at the mercy of corporate directors who decide which of the
28 | Relocate | January 2019
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