To attract and retain top talent, focus on your Employee Value Proposition (EVP). Your EVP is the WHY an employee work for your company?
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This is an interesting question that applies to all employees. When I am consulting with my clients on writing Compelling Marketing Statements to replace traditional job description advertising - it's the first question I ask: why would someone leave the great company/job they have now and come to work for you?
I am shocked at how many employers cannot answer this question below the superficial level of ambiguous, generic, platitudes.
It's going to be tough to attract great employees in the next year or two unless we can get to the heart of why would you come here?