Employee value proposition Information for HR Professionals September

Employee value proposition Information for HR Professionals September 2016

The NSW Government Sector has a new employment value proposition & brand A new employment brand The NSW Premier, in his address to the 2014 IPAA conference, announced that one of the key priorities was to attract and retain the best and brightest people and restore the NSW public sector as an employer of choice. Since then, the Public Service Commission (PSC) has worked with NSW public sector employees to develop an Employment Value Proposition (EVP) for the NSW Government in support of the goal to be an employer of choice in Australia. The new EVP brand ‘I Work for NSW’ is being used to bind the NSW public sector together, helping us communicate as a united group and raising the status of the NSW Government to an employer of choice. A new Employment Value Proposition (EVP) The new EVP is based on two principles that differentiate NSW Government as an employer: Value and Choice. Value relates to the sense employees have of creating public value coupled with pride in serving the people of NSW. Choice conveys the opportunities available to individuals to develop their capabilities and career due to the scope and scale of the NSW Government, the variety of roles, and diversity of people. From these principles, the 6 reasons to work for NSW were conceptualised… I work for NSW 6 reasons to work for NSW Make a contribution Join a workforce that values diversity Explore new opportunities Be part of something bigger Grow your career Make time for what counts psc. nsw. gov. au

People across our sector worked together on the EVP, with clear outcomes in mind How we developed the EVP What we hope to get out of this The work to develop the EVP was led by PSC in collaboration with leaders and employee representatives across the NSW Government sector. The main outcomes we are seeking in doing this work are to: It involved reviews of research including research on employer branding, human capital trends and youth employment in the NSW Public Sector. The collaborative design process included: • Interviews with senior leaders across NSW Government, external stakeholders including recruiters and experts on diversity issues, including the Chair of the Disability Council NSW • EVP ‘Build Day’ with 22 HR leaders • reposition the sector as a government employer of choice, challenge the traditional external perspectives and raise the status of working for the NSW Government • encourage employees to be advocates of the NSW Government as a recommended choice • attract the best and brightest quality applicants with the right motivations and capabilities • retain the best and brightest within NSW Government Measures of success will indicate whether the EVP has delivered on these outcomes. • 6 focus groups with around 60 employees from 17 agencies • Regular meetings with our EVP partners across agencies I work for NSW psc. nsw. gov. au

It is being be rolled out in 4 stages The Public Service Commission is leading the work to roll out the new employment brand EVP. Agencies will take the lead on embedding the EVP into their own workforce practice and culture. Description Branding – Feb 16 Overarching brand ‘I work for NSW’ binds us together, helping us communicate as a united group. Outputs • • Benefits • • • Launch – July 16 Launch of marketing campaigns ‘I work for NSW’ website • Linked. In page • Facebook page ‘I work for NSW’ branding in job ads • ‘I work for NSW’ marketing videos Umbrella brand compliments agency brands Streamlines outward facing collateral Promotes positive image • • I work for NSW Measurement – Aug 16 … A framework for measuring the impacts of the EVP: awareness, attractiveness and alignment • Measurement framework • People Matter Employee Survey items mapped to EVP Creates awareness and understanding • Builds momentum for embedding the EVP into practice • Understand impacts of EVP Identify gaps in performance and make adjustments Senior leaders event (20 July 2016) Embedding – Nov 16 … Support the sector to embed EVP principles into workforce management practices and culture. • • Delivery guide Action planning guidance • Workforce management practices aligned to brand promise Employee engagement Attraction and retention of best talent Marketing plan • • psc. nsw. gov. au

HR has a critical role in bringing the EVP to life As part of the marketing campaign: • Be an advocate for the I work for NSW brand by speaking positively about your experiences working in the NSW Government Sector. • Like the new ‘I work for NSW’ Facebook page: www. facebook. com/iworkfor. NSW • Follow us on Linked. In and make sure your Linked. In profile is up-to-date to show that you work for NSW. • Consider holding a meeting with people managers and employees to explain the EVP and how your agency will deliver on the EVP messages. To help embed the 6 reasons to work for NSW into your agency’s culture and management practices: • Walk the talk and role model behaviours in line with the 6 reasons to work for NSW. • Use the EVP delivery guide to identify areas where your agency is living up to the EVP promises and areas where more needs to be done and develop an action plan to build on strengths and address gaps • Work with your agency’s communications team to determine the best way to communicate the EVP and how it will benefit your agency and it’s employees. I work for NSW psc. nsw. gov. au

Embedding the EVP will help your agency attract and retain top talent The process of ‘delivering’ on the EVP will help you: • Understand the areas where your agency lives up to EVP promises • Capitalise on these strengths to: o target recruitment campaigns and advertising o remind employees about what’s great about your organisation and improve your chances to retain key talent • Understand areas where your agency needs to do more work • Identify actions to address gaps. I work for NSW psc. nsw. gov. au

Success will be measured by awareness, attractiveness and alignment An EVP measurement framework includes success measures from the perspective of employees (inside the sector) and prospective employees or customers (outside the sector). The measures provide indicators of success in three areas: awareness, attractiveness and alignment. Awareness The reach of the brand message Attractiveness How engaged people are with the brand message Alignment The extent to which sector is living up to the promises of the EVP − Taleo – internal applications − EVP-related items in People Matter Survey − e. NPS (coming soon) − Engagement index (from the People Matter Employee Survey) Inside the sector − Agency survey − Retention − iworkfor. nsw. gov. au – site visits, time spent on site Outside the sector − Linked. In – Followers, reach, engagement − Google analytics – searches for I work for NSW − Taleo – external applications − Customer survey − Applicant surveys through iworkfor. nsw. gov. au − Randstad Award research I work for NSW psc. nsw. gov. au