Drawing up an employer value proposition (EVP) means setting out, in a single clear promise, why a technician, operator or fitter would choose your organisation in particular. For technical and blue-collar roles, you build that promise on concrete factors: job security, professional development, colleagues, flexible working hours and career progression, underpinned by target audience data rather than gut feeling. Most employers think […]
Most employers think they know why people want to work for them. Time and again, our target audience data shows that candidates prioritise very different things to what management assumes. That is why a strong EVP does not start with what you like, but with what actually drives your top performers.
What exactly is an employer value proposition?
An employer value proposition is the core promise you, as an employer, make to (potential) employees: what do they get in return when they invest their time, expertise and loyalty in your organisation? It is not a slogan, but the common thread running through your job adverts, your ‘careers’ page and your campaigns.
A good EVP sets out four key elements: the work itself, the remuneration, the people and the career progression. This will sound different for a welder than for an account manager, but the structure remains the same.
Without a clear USP, you’re left with the only argument that remains: salary. And as an SME, you can rarely compete with secondment agencies or major industrial players on salary alone.
Why doesn’t a standard EVP work for technical and blue-collar roles?
A standard EVP does not work for these roles because the labour market is extremely tight and technical staff make different choices to office staff. Technical roles have been among the hardest to fill in the Netherlands for years (UWV, Labour Market Tension Indicator, 2024). If you use the same generic message as everyone else, you simply won’t stand out.
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Blue-collar candidates respond to tangible, verifiable promises. A mechanic wants to know whether he’ll be able to sleep at home, what equipment he’ll be working with, and whether he can retrain to become, for example, a service technician.
Vague terms such as “dynamic working environment” or “competitive salary” have no impact on this target group. In fact, they arouse suspicion, as candidates cannot base any decision on them.
“We keep seeing that employers underestimate their own strengths,” says a project manager at FosFor. “As soon as we compare the target group data with the management’s narrative, it often turns out that the most appealing selling point is something very practical, such as a fixed daily rota or a close-knit team.”
How do you draw up an employer value proposition in 6 steps?
You draw up an EVP by first understanding your target audience and only then formulating your message. We also use the step-by-step plan below within our TEAM framework, in which data forms the basis for every recruitment decision.
- Identify your target audience. Who do you want to attract, where do they live, and what matters to them? Start with a thorough target audience analysis for blue-collar vacancies.
- Gather internal input. Ask current technicians why they stayed and what originally convinced them. This will yield genuine, credible arguments.
- Analyse your competition. Find out what other employers in your region and sector are offering, so that you can stand out rather than just copying them.
- Choose your core promise. Identify two to four strengths that are unique, genuine and relevant to the target audience.
- Put it in plain language. Replace abstractions with facts: figures, timetables, equipment, training budgets and career progression pathways.
- Test and measure. Use your EVP in your recruitment campaigns and see which message attracts the highest-quality candidates.
This approach avoids the biggest mistake: starting with the text. An EVP that is not based on target audience data remains nothing more than an assumption.
Which EVP elements carry the most weight with technicians and operators?
In technical and blue-collar roles, practical, tangible conditions often carry more weight than status or image. The table below shows which elements you need to specify in concrete terms and how to do so.
| EVP element | What the candidate wants to know | Here’s how to put it into practice |
|---|---|---|
| Job security | Will this work continue to exist? | List the order book, fixed-term contracts and customer relationships |
| Timetable and journey time | Do I sleep at home? When do I work? | Specify regular shifts, home base and commute |
| Equipment and safety | What do I use? | Describe tools, machinery and safety culture |
| Growth and training | Can I get any further? | Show the training budget and career progression to, for example, foreman |
| Team and atmosphere | Who do I work with? | Show real colleagues and the workplace |
Salary is certainly a factor, but it is rarely the only one. Research by the Research Centre for Education and the Labour Market confirms that job security and the nature of the work are consistently key considerations for technical staff when choosing a job (ROA, 2023).
Please note: exactly which conditions carry the most weight varies depending on the role and region. Operators view shift work differently from service engineers. That is why it is better to verify each assumption rather than simply accepting it at face value.
How can you test and improve your EVP using target audience data?
You test your EVP by using it in targeted campaigns and measuring which message attracts the best candidates. Data-driven recruitment isn’t about finding one perfect job advertisement, but about continuously refining your approach based on results. According to Statistics Netherlands (CBS), the number of unfilled vacancies in engineering and industry has risen steadily in recent years, which increases the need for effective positioning (CBS, Job Vacancies, 2024).
In practice, you compare different versions of your EVP: which one generates higher-quality applications and reduces drop-out rates? In this way, using data from hundreds of campaigns, you can craft a message that is proven to work.
This approach pays off in terms of speed. We fill vacancies based on the right EVP within 3 to 8 weeks on average, with you, as the client, interviewing only the 2 to 4 best candidates per month.
For roles where there is a shortage of candidates, such as in the maritime sector and shipbuilding, this difference is significant. Please feel free to take a look at our measurable recruitment results to see what a well-positioned job advert can achieve, or browse through our current technical vacancies for inspiration on word choice.
Would you like to see how an EVP translates into practical social recruitment? Then read on What sort of social recruitment content works for the tech sector?.
Frequently asked questions about drawing up an EVP
How much does it cost to draw up an employer value proposition?
There is no fixed rate, as it depends on your target audience, the number of roles and the internal data available. At FosFor, EVP development forms part of a broader data-driven approach. Would you like an estimate for your situation? Book a no-obligation strategy meeting and we’ll work it out together.
How long does it take to draw up an EVP?
A first usable EVP is often ready within a few weeks, depending on how quickly your internal input and target audience data become available. The real fine-tuning then takes place on an ongoing basis, as you measure which message in your campaigns attracts the best candidates.
Is an EVP the same as employer branding?
No. Your EVP is the underlying promise; employer branding is how you bring that promise to life through campaigns, your careers page and social media. The EVP comes first, because without a clear core message, branding becomes a collection of disjointed messages with no direction.
Will a single EVP work for all my technical roles?
Partly. Your overarching employer promise can remain the same, but the focus will vary depending on the role. An operator, a technician and an account manager will each prioritise different conditions. By using target audience data, you can determine which elements to emphasise for each profile, without diluting your brand.
How do I know if my EVP really resonates with the target audience?
You won’t know until you test it. Roll out different versions in your campaigns and measure which message generates more high-quality applications and fewer drop-outs. Our data-driven approach provides a clear picture of exactly that, so that you can make decisions based on evidence rather than assumptions.
Ready to base your employer narrative on data rather than gut feeling? Find out Why FosFor brings top players together to top-tier organisations, and take the first step towards a faster, higher-quality intake.