
Employer Value Proposition (EVP)
Employer Value Proposition (EVP) is an employer’s unique value proposition that defines why candidates should choose that particular company. In a highly competitive talent landscape, a strong EVP helps attract and retain top talent, creating an attractive employer image.
What is EVP, and what does it consist of?
EVP includes several key elements:
Compensation and benefits – competitive salary, bonuses, health insurance and other benefits.
Culture and values – mission, principles and team atmosphere; tone of voice of the company; ethics in the company, dress code or lack thereof; culture and humor.
Development and training – opportunities for professional growth, trainings, programs, psychotherapy and coaching, sports (payment for membership).
Work-life balance – flexible schedule, remote work, mental health support.
Recognition and engagement – reward mechanisms, employee participation in decision-making, feedback.
How does EVP impact talent attraction?
Increases employer attractiveness
Candidates choose not only the job, but also the company culture. Companies with a clearly articulated EVP have a competitive advantage by attracting top talent.
Reduces employee turnover
Employees who share the company’s values and see opportunities for growth stay with the company longer, reducing the cost of hiring and onboarding new talent.
Improves employer brand
A strong EVP creates a positive image of the company on the labor market, increasing its recognition and attracting the attention of jobseekers.
Increases employee engagement
When employees feel valued and provided with an environment for development, they are more productive and motivated.
How to develop a strong EVP?
Analyze employee expectations
Surveys and interviews help you understand what is important to current and potential employees.
Identifying the company’s unique strengths
Identify the company’s strengths and articulate the key values that differentiate it from its competitors. It is also important to tap into a person’s feelings and emotions! Believe me, if you like you, if you connect to the values of a particular person, if he really wants to work for you, even the salary does not play a big role for everyone! Not always money determines a person’s choice; sometimes money is in the last place. This is especially true in creative professions.
Clear and transparent communication of EVPs
It’s important to utilize EVPs in job postings, on the company website, on social media, and at career events.
Constantly update the EVP
The labor market is changing, so it is important to adapt EVP to the new realities and expectations of candidates.
EVP is an effective marketing tool and a strategic approach to attracting and retaining “intelligent” unique talent. Companies that build a strong value proposition, make it clear and visible, gain access to the best talent, strengthen their employer brand, and create a motivated team capable of achieving high performance. Today, where there is an ocean of information, it is very difficult to show the features of your business. But if they are openly shown and communicated to candidates, the chances of building a system are much better and easier! Of course, this approach is not suitable for startups at all. Sometimes start-ups themselves do not understand their own values and go into the business world as uncertain as little children. On the other hand, when a startup is already developing, it is foolish to neglect such an opportunity – to use a competent EVP.