Trying to Attract Talent? What’s Your Value Proposition?

As an executive recruiter who specializes in the civil engineering and architecture space, I ask my clients the following questions: If I am talking with a candidate who has his or her head down and is making strong contributions to their firm, what is the value proposition that you offer a potential employee? What sets your firm apart from you competitor and how do I sell your firm? The responses vary but these are some of the most common:

  • We have great benefits
  • We have a good work environment
  • We have been in business for X number of years
  • (**YAWN**)

Those things are a given. No one wants to work for a firm that doesn’t have benefits or a good work environment, that’s expected. Where’s the sizzle? Where are the compelling things that will cause a candidate to pause and listen: One who may not necessarily be actively looking but who would be open to hearing about an opportunity that offered them intangibles that they don’t currently have.

The Department of Labor just released the jobs report for February and the unemployment is 4.7% and that figure is probably much lower if you break down our industry in the A&E market. We are at full employment so everyone who wants a job should be able to have a job.

If you don’t have a solid value proposition, sit down with your people and ask them why they like working at your firm. Ask your clients why they continue to work with you. Develop some key features that are unique to your firm about your people, your culture, the pathways for advancement, the professional development, the charitable contributions that your firm makes in the communities in which you reside, etc.

If you want to attract the best and the brightest, you must have a clearly defined value proposition and you need to be able to convey those things with passion and enthusiasm to potential candidates. If you don’t, your competitors will.


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