After speaking with thousands of candidates, we’ve found that outside of FAANG or prestige brands, the job advert is the first encounter most candidates have with a company. Social media posts and website content may support further research, but only after a candidate’s interest is piqued by a compelling role.
“People sometimes believe what they are told but they never doubt what they conclude” most potential job seekers use heuristics to decide if they should apply – the tone of the job description often says more about company culture than than the words themselves.
If the job description doesn’t display WIIFM (what’s in it for me) all the effort spent on EVP (Employee Value Proposition) is wasted – it won’t attract candidates who sees it as just another lateral step.
Why EVP Needs to Drive Action
Every piece of EVP content should move a potential candidate closer to applying. For most companies without strong brand recognition, their job ad or LinkedIn outreach is the candidate’s first—and perhaps only—exposure to the brand. These touchpoints are more influential than broad corporate messaging.
Expecting someone to apply based on brand recognition alone is like expecting them to buy a Cornetto just because they like the company that makes it. Especially with highly skilled talent, brand loyalty means little if the role itself doesn’t resonate. Skilled professionals want substance—the “taste” of the job. If the description doesn’t offer that, they simply won’t “buy” it.
