In the battle to secure the most talented and able staff for your organisation - and to keep the headhunters away from your star managers - an employer proposition can be a valuable tool.
In a nutshell, it contains everything you have to offer as an employer.
'It sets out what the organisation does, what its values are and what it needs to deliver to its customers. It also specifies the qualities and attributes of the staff it needs to deliver these services.
'It is a summary of what you stand for as an employer and helps you align your people to it. It is also known as employer branding.'
He continues: 'An employer proposition helps in the war for talent.
'The private sector realised a long time ago that there is a direct link between the quality of the people they employ and the success of the business.
'The public sector now realises delivering a high-quality service depends a lot on the happiness of their staff.'
However, Mr Crawford has some words of caution.
'There is a danger that an employer proposition doesn't live up to its claims - the gap between promise and reality,' he says. 'An organisation must guard against selling a false promise.'
When developing an employer proposition, staff surveys are a good way of finding out what's great and not so great about the organisation, which will help in developing the pitch for potential and existing workers.