3 Irresistible Job Posts with EVPs You Should Take Notes From
Today’s top job seekers have never been savvier with their careers. In Singapore, which is first in APAC and second globally on the Global Talent Competitiveness Index (GTCI) 2018, both active and passive job seekers are being more selective about the organizations they wish to work for.
Among younger workers, for example, compensation is no longer the primary consideration when weighing job offers, according to research from PwC. Instead, candidates are more concerned about training opportunities, workplace behaviour, and company culture. Find out how you can attract these top talents today!
Unsurprisingly, this has forced many companies to re-evaluate the criteria that draw in top talent to the workplace. This has given rise to the importance of a well-crafted employer value proposition (EVP), which tells the organization’s story and convinces job seekers to join them.
The importance of EVPs in job posts
For many active and passive job seekers, job postings help form their impression of a company, making these an ideal vehicle for communicating your EVP. Far too many recruitment teams and HR departments copy-paste the same boring descriptions and requirements in their job posts.
At the same time, job seekers are also tired of seeing vague lines in postings that don’t really say much about why the company and job are worth their attention. Job description clichés such as “Rockstar (position),” “Dynamic environment,” “Fast-paced work,” and “ninja (position)” may have been cool years ago, but they’re now seen as mere attempts to sound hip to prospective hires.
How to communicate EVP with your job posts
Instead, focus on including a clear and accurate EVP in your job posts to give candidates a real idea of why they should work for you. Listed below are three examples of job posts with great EVPs to take inspiration from.
1. Scoot - Embracing big, different personalities
As the Singapore Airlines Group’s low-cost, medium- to long-haul arm, Scoot has differentiated itself from other low-cost carriers with a branding campaign that appeals to the inner wanderlust of travelers. This belief is condensed in the brand’s new tagline, “Escape the Ordinary,” and an attitude it calls Scootitude. These same values are also present in Scoot’s job postings.
Why this job posting works: Being in a crowded market, Scoot is banking on differentiating itself by cultivating a youthful employer brand. For example, employees are referred to as Scootees.
In this job posting for a Flight Dispatcher, Scoot’s EVP reaches out to people who want to be different, who have Scootitude, and have a passion for travel and being around people. It sends the message that despite being a smaller airline, Scoot wants candidates who are different and have big, unique personalities.
From an applicant’s perspective, this is an employer that offers an experience, not just a job.
2. Carousell - A startup with a clear mission and values
Carousell is a consumer-to-consumer online marketplace with offices headquartered in Singapore. One of the country’s fastest-rising startups, Carousell has been ranked as the top Lifestyle and Shopping app in Taiwan, Hong Kong, and Singapore.
As is often the case with startups, Carousell describes its culture as progressive and casual, but with a singular focus on clearly defined goals, which are also outlined in this job posting for a Marketplace Quality Specialist.
Why this job posting works: As a startup, Carousell makes it clear in its EVP that it’s all about offering employees many of the things they can’t get from larger companies. These include taking risks, being genuinely heard, and informal teamwork instead of butts-in-seats management.
Yet this job post also makes it clear that while Carousell is a rapidly growing organization, teams are aligned and passionate about the work they do. Everyone believes in the same core values and mission: to make it easy for people to buy and sell from each other with technology.
It’s an EVP that’s concise and direct, giving potential applicants a good idea of what the company culture is like.
3. Lululemon - Active and lifestyle-fueled careers
When you think about yoga apparel, Lululemon is perhaps the first brand that comes to mind. With a careers page that talks about “sweating once a day” and “dance parties,” the company has positioned itself as one of the most desirable companies to work for in Canada. Lululemon also extends its recruitment efforts on social media through catchy campaigns such as #ThisIsLululemonLife and #JobLove.
Lululemon is quickly establishing itself as a lifestyle brand instead of simply being another athletic apparel company. This shift can also be seen in its job posts, such as the one below for an Assistant Manager.
Why this job posting works: This job posting revolves around an EVP that promises a distinct work-life balance, calling on candidates with a particular combination of interests: an active and athletic lifestyle and an entrepreneurial mindset. Requiring these specific qualities may significantly narrow down the number of potential candidates for the job, but it’s an approach Lululemon knows is part of what defines it as a company and employer.
In today’s competitive job market, finding and hiring the best talent is becoming increasingly difficult. As mentioned earlier, job posts offer an opportunity to grab a candidate’s attention, but only if they can connect with its message.
By clearly communicating the company’s EVP, these job posts have a better chance of attracting the right talent—people who actually match the company's culture, values, and goals. This helps your recruitment efforts become more efficient, saving you time and money in the long run.
So, what do you say? Here’s to building your future team on mutual values!