How To Create An Effective Employer Value Proposition (EVP)

March 15, 2023

how to create an effective employer value proposition

In today's competitive job market, attracting and retaining top talent is crucial for any organization's success. One of the most effective ways to do this is by creating a strong employer value proposition (EVP).

In this article, we explore the key elements of an effective EVP and provide practical tips for creating one that resonates with your target audience.

What is an employer value proposition (EVP)?

An EVP is a comprehensive set of unique benefits and values that an organization offers to its employees in exchange for their skills, organizational contributions and loyalty. It covers the whole employment experience, encompassing everything a company provides to attract, engage and retain and top talent.

An EVP typically includes elements such as competitive compensation, opportunities for growth and development, a positive work environment, work-life balance and other non-monetary benefits such as flexible working arrangements, health and wellness programs and retirement planning.

In short, an EVP is designed to communicate to potential and current employees what a company offers beyond just a paycheck and how it differentiates itself as an employer.

Why is an employer value proposition important?

A well-considered employer value proposition brings multiple benefits to an organization that can contribute significantly to business growth:

Attracting talent: a strong EVP can help attract top talent to the organization, as it communicates the value the company provides to its employees beyond just salary and benefits.

Talent retention: an EVP can help create a positive work environment and foster employee loyalty, which can improve retention rates and reduce turnover costs.

Competitive advantage: a compelling EVP can set a company apart from its competitors by making it an attractive place to work, which in turn helps to build a highly skilled and highly committed workforce.

In fact, research by Gartner suggests that by effectively delivering on a strong EVP, organizations can reduce their annual employee turnover rate by almost 70% and boost new hire commitment by almost 30%.

Interestingly though, while 96% of companies acknowledge that their employer brand and reputation can have a positive or negative impact on revenue, only 44% of them actually track and monitor this impact.

Key elements of an employee value proposition

how to create an effective employer value proposition

To create an effective employee value proposition, it's essential to understand the key elements that make up a compelling offer. Below we cover the critical components that make an EVP stand out.

Financial incentives

As the tangible rewards offered for employee contributions, financial incentives are of course a critical component of an effective EVP.

There are several types of financial incentives an organization can offer, including job-based compensation - such as base salary, bonus schemes and performance-based incentives - to stock options or equity that incentivize employees to work towards the long-term success of the company.

Whatever’s on offer, financial incentives should be aligned with an organization's overall compensation philosophy and reflective of the value it places on its employees.

Career development opportunities

Employees want to work for companies that invest in their future and help them reach their full potential. Offering career development opportunities as part of an EVP can be a powerful way to demonstrate this commitment.

These opportunities can include training, mentorship, job rotations, and advancement within the organization. Performance management also plays a part here through regular reviews and feedback.

Company culture

Company culture is the shared values, beliefs, attitudes, and behaviors that shape an organization's work environment. It’s an important part of an EVP because employees want to work in a culture that aligns with their own values and provides a sense of community and purpose.

It’s also beneficial to the organization. A positive company culture can enhance employee engagement, productivity, and retention, while a negative or toxic work environment can have the opposite effect.

For an effective EVP that helps to attract and retain top talent, it's important to create a culture that fosters collaboration, innovation, diversity, and inclusivity.

Employee benefits

Offering comprehensive and competitive benefits packages can help employees feel valued and supported, leading to increased job satisfaction and loyalty to the organization.

Employers can offer benefits such as health insurance, retirement plans, paid time off, parental leave, flexible work arrangements, and employee discounts to improve employees' financial security, work-life balance, and overall well-being.

It's important to regularly evaluate and update benefit offerings to ensure they remain competitive and aligned with employee needs and expectations.

How to create an employer value proposition

Analyze the marketplace

Analyzing the marketplace is a crucial first step in creating an effective EVP. By examining what other companies are doing to attract and retain talent, you can gain valuable insights into industry trends and best practices.

This research can inform the development of your own unique value proposition, helping you to differentiate yourself from competitors and stand out in a crowded job market. Additionally, studying the strategies of successful companies can provide inspiration and ideas for crafting your own messaging and branding.

Focus on core values

Focusing on core values is essential for creating an authentic and compelling EVP. By identifying the core values that define your company culture and highlighting them in your messaging, you can differentiate yourself from competitors and attract like-minded talent.

Positive traits such as a strong commitment to employee development and work-life balance, transparent communication, and a diverse and inclusive workplace can help position your company as an employer of choice.

These values can also serve as a guiding force for your hiring and retention strategies, ensuring that your workplace culture remains aligned with your overall business goals.

Make it easy to understand

Making your employer value proposition easy to understand is crucial for ensuring that it resonates with your target audience. Using simple, straightforward language that conveys meaningful information can help your messaging feel more approachable and relatable to candidates.

Avoid using jargon and technical terms to ensure your EVP is accessible to a wider audience. Additionally, use descriptive words that paint a clear picture of your workplace culture and values to help candidates envision themselves as part of your team.

Use employee testimonials

Using employee testimonials in your EVP is a great way to provide a genuine and relatable perspective on the organization. They help to humanize a company and demonstrate the positive aspects of working within it.

These testimonials can include quotes or videos from current or former employees discussing their experiences, career development, and what they appreciate about the company culture.

To get employee testimonials, consider conducting surveys or interviews to gather feedback from your team, or encourage employees to share their experiences on review sites or social media. Once you’ve gathered testimonials, feature them prominently on your website, social media channels, and other recruitment materials to help build your employer brand.

Evaluate the results

Evaluating the results of your EVP is crucial for understanding its effectiveness and making improvements over time. By measuring key performance indicators such as employee engagement, retention rates, and candidate conversion rates, you can gain insights into how well your messaging is resonating with your target audience.

You can also conduct surveys or focus groups to gather feedback from current or prospective employees and use that feedback to refine your proposition.

Regularly evaluating the results of your EVP can help ensure that your messaging remains relevant and compelling in a constantly evolving job market.

Employer value proposition examples

how to create an employer value proposition


Hubspot's EVP is effective because it offers a balance between work and life that helps employees be their best selves. This is supported by a range of benefits, such as unlimited vacation, fully remote work, sabbaticals, and parental leave, as well as a focus on inclusivity and diversity. Hubspot is transparent about its culture, as evidenced by the 100+ page "HubSpot Culture Code" document.


LinkedIn encourages employees to be part of its company culture through the #LinkedInLife slogan. As part of its EVP it offers a comprehensive package that includes health, family, passion, must-haves, and extras categories, covering everything from pet care subsidies to education reimbursement, as well as a one-week paid shutdown at the end of each year.


Airbnb's EVP emphasizes its mission to create a world where anyone can belong anywhere, with its focus on inclusivity, diversity, and creating meaningful experiences clearly reflected. It offers employees unique travel opportunities and a culture of creativity and innovation.


Shopify's people-first culture, which prioritizes strong values, purpose, and empathetic leadership, is a key component of its EVP. It believes in fostering a diverse and inclusive work environment where all team members feel a sense of belonging and can make a real impact. This is supported by flexible work arrangements, internet allowances for remote work, and ample development opportunities.


Salesforce's EVP centers around its core values of trust, customer success, innovation, equality and sustainability. It offers employees a wide range of benefits and perks, including health and wellness programs, flexible work arrangements, and generous vacation time. Its EVP is effective because it aligns with its company values and highlights its commitment to employee well-being and development.

Key takeaways

A strong EVP clearly communicates what an organization has to offer and how it values its employees, helping to build a loyal, engaged workforce.

Creating an effective EVP requires a thorough understanding of the needs, wants, and desires of your target talent pool - what motivates them, what they value, and what they are looking for in an employer. It's also important to consider the organization's culture, values, and mission.

In summary, creating an effective employer value proposition is an essential component of a talent management strategy. By investing the time and resources to develop a strong EVP, organizations can attract, retain, and engage top talent, enhance their reputation as an employer, and ultimately drive business success.

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