A candidate value proposition taps into a candidate's desires and needs, and positions your company as the solution. Companies with superior candidate value propositions have a compelling answer to the question: "Why would a talented person want to work here?" Hence, you must think like a marketer.

In a McKinsey survey the top-quintile companies, in terms of shareholder value, outperformed mid-quintile companies in 13 out of 19 employee value proposition dimensions, and performed about the same in the other six. This stronger value proposition translates into a stronger pull on talent: 83 percent of top-quintile HR executives said their job offers are rarely turned down, and 88 percent said they seldom lose top performers to other companies.

So what is a compelling value proposition? Here are six attributes from the McKinsey survey:

1. "Elbow room" that will allow a top performer to maneuver.
2. "Head room" to allow them to make decisions without constantly seeking approval from the top.
3. A clear link between daily activities and business results.
4. A position that stretches but does not defeat.
5. Something new to work on as often as possible.
6. Great colleagues above, around and below.
   

Rather than look to an anonymous survey, here is what Jack Welch says are six attributes that make your company a great place to work:

1. Preferred employers demonstrate a real commitment to continuous training.
2. Preferred employers are meritocracies. Promotions are tightly linked to performance, and rigorous appraisal systems consistently make you aware of where you stand.
3. Preferred employers allow people to take risks and do not shoot those that fail. A culture of risk-taking attracts the kind of creative, bold employees that companies need in a competitive global marketplace.
4. Preferred employers understand that gender, race, and nationality are never limitations; everyone's idea matters. Preferred employers are diverse and global in their outlook and environmentally sensitive in their practices. In a word, preferred companies are enlightened.
5. Preferred employers keep their hiring standards tight. Candidates should meet strict criteria that center around previous performance and intelligence. Talent has an uncanny way of attracting other talent.
6. Preferred companies have a track record of growth and growth plans. Only thriving companies can offer a future with career mobility and growth. One of the most intoxicating things a company can say to a candidate is: "Join us for the ride of your life."

With a little time and brainstorming, a value proposition can be created for any career opportunity at any company. The best thing about having a compelling value proposition and being a preferred employer is that it attracts top talent and this launches a virtuous cycle. The best team attracts the best team, and winning often leads to more winning.

Learn more about Zenzola Group's proprietary hiring process.