Communicating your WHY

In a 2009 TED Talk, Simon Sinek introduced the fundamental question, “What’s your ‘why’?” Eleven years and 47 million views later, the question has become ubiquitous, but corporate leaders are still grappling with the answer and fallout from that lack of understanding. Why does your company exist? Defining your organization’s “why” lets potential employees know that you share similar ideals and a common purpose, and that attracts the right people to your organization. And, keeps them there.

That’s why it’s so important for your organization to have a clear and engaging employee value proposition (EVP) that lets your employees know the total value your company offers to its employees in return for their dedicated work. A good employee value proposition communicates why people love working with you and why they should join you.

When creating an employee value proposition, ask yourself (and your employees) about the current employee experience. What’s the “give and get” of your employment deal? Create a statement that clearly communicates the experience of the employee in a way that engages and inspires.

Aligning your EVP with an authentic employee experience is critical for success. In her bestselling book Dare to Lead, Brené Brown says, “If we want people to fully show up, to bring their whole selves including their unarmored, whole hearts – so that we can innovate, solve problems, and serve people – we have to be vigilant about creating a culture in which people feel safe, seen, heard, and respected.”

This culture looks different in every organization, and it all comes back to your “why.”

Want to learn more about creating a great employer brand? Read our Employer Branding Playbook for more on how you can create an engaging culture.