The Importance of an Employee Value Proposition (EVP)

An Employee Value Proposition (EVP) is a clear and consistent message about the unique experience an organisation offers to attract, engage, and retain top talent. It covers tangible and intangible factors, including company values and culture, rewards, and opportunities. The EVP communicates why your organisation is the right place for the type of people who succeed there.

Why is an EVP important?
An EVP is crucial because it tells candidates what they’ll get in return for working with you. By communicating the experience of working at your organisation, you’ll attract candidates who are a natural fit and value the benefits they’ll receive for their skills and experience. In addition, those who do not align with your EVP will be less inclined to apply.

Tips for defining your EVP:

  • Identify your competitive advantage: Find out what your existing employees think is unique about working for your organisation and why they stay. This information can help you leverage their perceptions to elevate your EVP. Run anonymous surveys, focus groups, or interviews with current and departing employees to get their perspectives on your culture, values, goals, career progression, leaders, support, salaries, and benefits.
  • Consider employee rewards and benefits: Today’s candidates look for a more engaging EVP that goes beyond financial compensation. Offerings like¬† flexibility, work-life balance, purpose, and social impact can be just as important. Highlight the societal, environmental, and cultural issues you champion and how staff can participate in these programs.
  • Highlight common USP: Identify the core values and unique selling points that your employees rate highly. Being able to define what your top talent values the most about working for you gives you clear direction when it comes time to write your EVP.
  • Write it in a language that employees can understand: Your message should be clear and concise. It should highlight what’s most important to your employees, why they stay, and what employment at your organisation offers that’s unique in your market.
  • Be truthful: Your EVP should be truthful and represent the sum of the experience of working at your organisation. Test your EVP with your top talent to confirm that it accurately conveys the experience of working for your organisation.

Once you’ve defined your EVP, creatively bring it to life in your external employer brand. Ensure consistency across all touch-points with potential recruits and customers, from your website to the application process. By implementing your EVP, you can attract and retain top talent who value what your organisation offers.

To discuss how to differentiate your company from the competition and make your organisation’s EVP attractive to potential employees, get in touch with one of our recruiting consultants today.


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