January 09, 2023

What is an Employer Value Proposition (EVP) and How To Get Started

An employee value proposition (EVP) is a statement that outlines the unique benefits and opportunities a company offers its employees in return for their skills, knowledge, and dedication. It is a way for companies to communicate the value they offer to their employees and to differentiate themselves as an employer in the job market.

EVPs are important for companies because they can help attract and retain top talent. In today's competitive job market, employees are increasingly looking for more than just a good salary and benefits. They want to work for companies that align with their values, offer opportunities for growth and development and have a positive and supportive work culture. By clearly communicating its EVP, a company can show potential candidates what it has to offer and why they should choose to work there.

EVPs can also help companies retain their top performers by providing a clear understanding of what they can expect from the company in terms of benefits, opportunities, and support. When employees feel valued and supported by their employer, they are more likely to be satisfied with their job and stay with the company longer.

In short, an EVP is a powerful tool for companies to attract and retain top talent, and is an important part of building a strong employer brand.


As a company, it is important to regularly assess and understand your employer value proposition (EVP) in order to attract and retain top talent. There are several ways that companies can gather data to inform the development of an employee value proposition (EVP), including surveys and interviews.

Surveys are a useful tool for gathering quantitative data, which refers to data that can be measured and analyzed using numerical values. Surveys can be used to gather data on a variety of topics related to the EVP, such as employee preferences for benefits and perks, work-life balance, and professional development opportunities. By gathering data through surveys, companies can gain a better understanding of what their employees value and use this information to shape their EVP.

On the other hand, interviews are a useful tool for gathering qualitative data, which refers to data that is difficult to quantify and is typically collected through open-ended questions or observations. Interviews can provide more in-depth insights into employees' experiences, perceptions, and opinions on various aspects of the EVP. For example, interviews can be used to gather detailed feedback on employees' experiences with the company's culture, values, and work environment.

Here are some potential questions you could ask employees to research your company's EVP:

  1. Why did you choose to work for this company?
  2. What do you find most rewarding about working here?
  3. What attracted you to our company's mission or values?
  4. Can you describe a time when you felt especially proud to work for this company?
  5. How do our company's values and culture impact your day-to-day work experience?
  6. What makes our company stand out as an employer in your opinion?
  7. How do the benefits and perks we offer align with your personal values and priorities?
  8. Do you feel supported in your professional development here? Why or why not?
  9. If you were to recommend this company to a friend or colleague, what would you highlight as its unique selling points as an employer?
  10. What changes or improvements would you suggest to make our company an even better place to work?

It's essential to keep in mind that every company is different and will have its own unique employer value proposition. These questions are meant to be a starting point and can be adjusted or modified based on the specific needs and goals of your company.

After conducting employee interviews to research your company's employer value proposition, the next step would be to analyze the data you have collected. This could involve identifying common themes or trends in the responses you received, as well as any areas where employees' perceptions of the company differ from what you expected.

Based on your analysis, you can then start to develop your employee value proposition (EVP). An EVP is a statement that outlines the benefits and opportunities a company offers its employees in return for their skills, knowledge, and dedication. It should reflect the values and culture of the company, as well as the specific needs and preferences of your employees.

To build out your EVP, you might consider the following steps:

  1. Define your target audience: Who are you trying to attract and retain as employees? What are their values, needs, and aspirations?

  2. Identify your key differentiators: What makes your company stand out as an employer? What benefits, perks, or opportunities do you offer that are unique or valuable to your employees?

  3. Define your employer brand: What is the overall image and reputation you want your company to have as an employer? How does this align with your company's values and culture?

  4. Craft your EVP: Using the above information, create a clear and compelling statement that summarizes what your company has to offer as an employer. Make sure to include specific examples and details to make your EVP more concrete and believable.

  5. Test and refine your EVP: Once you have a draft of your EVP, seek feedback from employees and other stakeholders to ensure it resonates with your target audience. Make any necessary revisions based on this feedback.

By following these steps, you can develop an effective employee value proposition that reflects the unique strengths and culture of your company and helps you attract and retain top talent.

Once you have validated your new employee value proposition (EVP) with employee focus groups, the next step is to activate it within your organization. Here are some ways you can do this:

  1. Communicate your EVP: Make sure your EVP is clearly communicated to all employees, so they understand the benefits and opportunities available to them. You might do this through internal communications channels, such as emails, newsletters, or employee portals. You should also consider sharing your EVP with external audiences, such as potential candidates, to attract top talent.

  2. Align your EVP with your company culture: Your EVP should be reflected in the way your company operates on a day-to-day basis. Make sure your EVP is reflected in your company's policies, practices, and overall culture.

  3. Foster a positive work environment: Create a positive and supportive work environment that reflects your EVP. This might involve offering flexible work arrangements, providing opportunities for professional development, or offering competitive benefits and perks.

  4. Evaluate and measure the effectiveness of your EVP: Regularly evaluate and measure the effectiveness of your EVP to ensure it is resonating with your employees and helping you attract and retain top talent. You might use surveys, focus groups, or other methods to gather feedback and identify areas for improvement.

Developing and activating an effective employee value proposition (EVP) is crucial for companies looking to attract and retain top talent. However, creating and implementing an EVP can be a complex and time-consuming process. That's where Proactive Talent can help. Our team of experts has the skills and experience to assist companies with the research, design, and activation of an EVP that reflects their unique strengths and culture. We can help you identify your key differentiators, craft a compelling EVP, and activate it within your organization. Contact us today to learn more about how we can help you attract and retain top talent.



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