If your company wants to attract top talent and actually keep them, you’ve got to offer more than just a paycheck and a ping pong table. Today, people are looking for purpose, connection, and culture in their work. That’s where a compelling Employer Value Proposition (EVP) steals the spotlight. But how to build an Employer Value Proposition that doesn’t just sound good on paper, but also sparkles in the real world? That’s what we’re going to explore.
Whether you’re just starting to shape your employer brand or your current EVP could use a refresh, this guide will walk you through how to build an EVP that’s magnetic, one that pulls in talent and sticks in their minds.
What is an Employer Value Proposition, Really?
Think of your EVP as your company’s promise to potential (and existing) employees. It’s not just what you offer in exchange for their skills, it’s why they’d choose you over someone else.
Sure, it includes things like salary and benefits, but a true EVP goes deeper. It reflects your culture, your mission, the way you work, and what employees can expect every day.
Here’s a simple analogy: If your company were a product, your EVP would be your unique selling proposition. It answers the big question talent is asking: “Why should I work here instead of anywhere else?”
Why a Magnetic EVP Matters
A well-crafted Employer Value Proposition isn’t just some brandy HR fluff, it’s a game changer. When done right, it helps you:
- Attract the right candidates. You’ll pull in people who align with your mission, culture, and ways of working.
- Improve retention. Employees who feel connected to your EVP are more engaged and less likely to leave.
- Boost your employer brand. A strong EVP shared consistently becomes the foundation for your broader employer branding strategy.
Now, let’s get into the practical steps to build one.
Step 1: Listen Inside and Out
Before drafting a single word of your EVP, take a beat to listen.
Start with employee research. Survey, interview, or conduct focus groups with employees across different roles, locations, and levels. Ask them:
- Why did you join?
- What makes you stay?
- What would make you leave?
- What do you tell your friends about working here?
Don’t stop there. Check employer review sites like Glassdoor and Indeed. Comb through social media, exit interviews, and candidate feedback. There’s gold in that unfiltered honesty.
Step 2: Uncover Your Truth
Here’s where things get real. The best EVPs don’t invent facts, they reflect an authentic employee experience.
Your EVP should sit at the intersection of:
- What employees experience today (your reality)
- What top talent is looking for (market alignment)
- What makes you unique (your differentiators)
For example, let’s say employees consistently say you offer unmatched growth opportunities. And you know Gen Z values development. That’s a story worth building on.
Step 3: Define Your EVP Pillars
A great EVP is built around 3-5 pillars, core themes that highlight key aspects of your workplace.
Think of them as the foundation of your message. Common EVP pillars include things like:
- Career growth and compensation
- Company culture and values
- Wellbeing and work-life balance
- Diversity, equity and inclusion
- Innovation and meaningful work
Pro tip: Don’t try to be everything to everyone. Focus on what makes you distinct and deliverable. Empty promises won’t just fall flat, they’ll hurt trust.
Step 4: Craft Clear, Compelling EVP Messaging
Once you have your pillars, it’s time to put them into words.
Your messaging should feel like the soul of your employer brand. It’s not just for a slide deck, it’ll inform your career site, job descriptions, social posts, internal comms, and more.
Keep your tone human and consistent. If your culture is fun and informal, don’t write like a suit. If your vibe is bold and mission-driven, lean into that.
Here’s a quick example:
🛑 Don’t say: “Our organisation fosters a culture of synergy, innovation, and integrity.”
✅ Instead say: “At [Company], we grow ideas that matter, with people who genuinely care.”
Simple language. Emotional punch. Real talk.
Step 5: Activate It Everywhere
You’ve got your EVP messaging, now make it visible.
Start with the basics:
- Update your career site to reflect your EVP themes.
- Revise job ads to weave in EVP messages (not just a list of tasks).
- Train hiring managers and recruiters to convey EVP during interviews.
Then go deeper:
- Launch employee storytelling campaigns.
- Embed EVP messages in onboarding experiences.
- Encourage employees to share on social media (hello, employee advocacy!).
Your EVP isn’t a one-and-done brochure. It’s an ongoing story you tell through actions and words.
Step 6: Test, Measure, Improve
If you’re not measuring, you’re just guessing.
Track key recruitment marketing metrics like click-through rates on job ads, career site engagement, and offer acceptance rates… When you start seeing better alignment between messaging and candidate expectations, you’ll know it’s working.
You can also pulse employees regularly to see if your EVP still feels true to them. As your company grows or changes, so should your EVP.
Real World Example: How Canva Built a Sticky EVP
Canva’s rise wasn’t just about a great product, it was also fueled by their people-first employer brand. When hiring across multiple time zones during COVID, Canva crafted a strong EVP around purpose, belonging, and flexibility.
Their messaging centered on empowerment: “Be a force for good.” They highlighted real employee stories on their career site and social media, showing how Canva helped them grow personally and professionally.
They weren’t trying to be flashy. They were just being real, and it resonated.
Final Thoughts: Build Something Magnetic and Meaningful
An EVP isn’t just a fancy tagline or HR initiative. It’s your handshake with the talent market. It’s how you say, “Here’s what we stand for, and here’s why it matters.”
So don’t settle for vague statements or buzzwords. Build an Employer Value Proposition that reflects who you are, and who you want to become.
Because when your EVP is magnetic, it doesn’t just attract talent. It inspires belief. It builds loyalty. It fuels culture.
And that? That’s how you win the talent game.
