TVP: how to succeed with targeted employer branding communication

What is a TVP?

A Target Value Proposition (TVP) is a tailored employer offer: a focused version of your EVP for a specific talent group, role or region. Where the EVP describes what you offer all employees, the TVP describes what makes you attractive to, for example, developers, engineers or salespeople.

In a world where we are constantly met with new impressions and huge amounts of information, targeted communication is the key to success. The same applies to the talent market, where every target group has its own needs, interests and priorities. Your salespeople are almost certainly motivated by different things at work than your finance assistants, which makes a one-size-fits-all approach far less effective. This is where a TVP comes in as a crucial component of your employer branding strategy.

What is a TVP (targeted value proposition)?

TVP stands for targeted value proposition. It is a strategy where you tailor your employer branding messages and communication to a specific target group of potential candidates. While your EVP covers the employer brand of the whole organisation, a TVP gives you the tools to create a strong connection between your company and one specific target group.

Why is a TVP an important employer branding strategy?

When you communicate in a way that truly reaches and engages your target group, the information becomes more meaningful and relevant, and you show that you understand and care about them. That builds trust and an employer brand that not only attracts the best talent but also retains it over time. A defined TVP also helps you:

1. Increase your relevance: With a TVP you can create communication that speaks to your target group in their own language. When candidates feel your message is relevant to their needs, their engagement and interest in your company and open roles increase.
2. Attract the right talent: A TVP helps you attract candidates with the right skills, both hard and soft, who match your culture, your organisation and the journey ahead.
3. Strengthen your employer brand: Showing that you understand and value your potential employees’ needs builds a stronger brand identity and positive associations with your company in the target group.

How do you implement a TVP in your employer branding?

1. Identify your target group: Understanding your target group in depth lets you create communication that truly speaks to them. Start by defining the groups you want to reach. What are their needs, wishes and motivations? The better you understand them, the more successful your TVP will be.
2. Tailor your message: Create messages that speak directly to each target group. Use their language, emphasise the parts of your employer identity that are most relevant and attractive to them, and show how your company meets those needs.
3. Create targeted content: Use different channels and formats to deliver your tailored message, from social media and blog posts to events and video.

Good luck finding your unique TVP, and do not forget to continuously measure and evaluate the results of your employer branding strategy so you can keep meeting your target groups’ needs along the way.

Read more: What is an employer value proposition (EVP)?

FAQ

Frequently asked questions about TVP

What is the difference between EVP and TVP?

The EVP applies to the whole organisation. The TVP goes deeper for one audience and must build on the same foundation. Read what an EVP is.

When do you need a TVP?

When you compete for a hard-to-reach group, such as tech or engineering talent, and the overall message is not enough to stand out.

How do you develop a TVP?

Through audience analysis, interviews with employees in the group and competitor analysis, packaged into messages and channel choices. How we can help.