As we learned last week, there are two components that contribute to your employer brand—the market’s perception of your company and the unique value proposition you offer to those who join your team.

It’s hard to quickly modify the market’s perception of your brand because it organically emerged over time based on the experiences of your agents and consumers.

However, your organization’s value proposition can (and should) be frequently optimized to connect with the needs of your recruiting prospects.

To start optimizing, it’s helpful to start defining your unique value proposition by considering some common categories used by industry experts:

Company values and culture

Company location(s) and facilities, including accessibility and convenience

Compensation structure

Career development/training

Management style

Team caliber and quality

Quality of work

Ongoing employee recognition

Work-life balance, flexibility

Benefits

Marketing assistance

Opportunities to perform community service

Job security

There is no company or team that will be the best in every category.  That’s impossible. 

However, there are probably three or four areas where you surpass what the competitors in your marketplace offer. 

Your unique value proposition should focus on these advantages.

Take a few minutes to consider each category—where are you the best?