When you identify the reasons why high-performing employees choose your organization, it serves as a compass in guiding your ongoing development of the employee experience.

Furthermore, if you use those insights to craft an Employee Value Proposition (EVP) that resonates with both current and prospective talent, it becomes a strong foundation of your employer brand and all your internal retention efforts as well as external recruiting efforts.

This is the second of a two-part interview with talent research expert Matt O’Connor. In part 1,  we discussed how to frame the discovery process, which is how to find out what makes your company stand out as a great place to work for the type of people you want on your team.

In part 2 of this interview, we’ll take a more detailed look at effective research techniques for identifying a compelling EVP. Then you’ll be positioned to use those insights to craft messaging, branding, and other applications.

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.