A resourcing strategy is concerned with shaping what the organization has to offer to people who join and stay with the organization. This can be done by developing and articulating an employee value proposition – a statement of what an organization will provide for people that they will value. It will include remuneration, which is important but can be over-emphasized compared with other elements. These non-financial factors may be crucial in attracting and retaining people, and include:
- the attractiveness of the organization;
- responsibility – corporate conduct and ethics;
- respect – diversity and inclusion;
- work–life balance;
- opportunities for personal and professional growth.
The employee value proposition can be expressed as an employer brand that defines what is special, even unique, about an organization, which will attract people to join it and encourage those already there to stay. Employer branding is the creation of a brand image of the organization for prospective employees. It will be influenced by the reputation of the organization as a business or provider of services, as well as by its reputation as an employer. To create an employer brand it is necessary to:
- analyse what ideal candidates need and want and take this into account in deciding what should be offered and how it should be offered;
- establish how far the core values of the organization support the creation of an attractive brand and ensure that these are incorporated in the presentation of the brand as long as they are ‘values in use’ (lived by members of the organization) rather than simply espoused;
- define the features of the brand on the basis of an examination and review of each of the areas that affect perceptions of people about the organization as ‘a great place to work’ – the way people are treated, the provision of a fair deal, opportunities for growth, work–life balance, leadership, the quality of management, involvement with colleagues, and how and why the organization is successful;
- benchmark the approaches of other organizations (the Sunday Times list of the 100 best companies to work for is useful) to obtain ideas about what can be done to enhance the brand;
- be honest and realistic.