What makes your company different from your competitors in the talent marketplace? Can you articulate the reasons in a message that is unique, authentic, and compelling?

A strong Employee Value Proposition (EVP) is key to recruiting, retaining, and fully engaging top talent. Your EVP is a clear message about why people choose to join your organization, continue working there, give their best effort, and speak well of the company to others.

The most effective EVPs begin with a discovery process, before using the insights to craft  messaging, branding, and other implications. So … how do you find out what makes your company stand out as a great place to work for the type of people you want on your team? Talent research expert Matt O’Connor helps answer that question in this two-part interview.

Matt O’Connor, PhD, is the leader of Talent Research, Assessment and Insights at Owens Corning, a Fortune 500 manufacturer with about 20,000 employees in 33 countries. He’s also a partner at Inference LLC, which is a team of experts in data analysis and survey design. Matt has led research projects at  several large companies to gain insight into HR issues, leadership development, and customer experience. Matt holds a PhD in Research Methodology, an MBA in HR Management, a Masters in Organizational Psychology, and a Lean Six Sigma Black Belt certification.