What is Employer Value Proposition and How to Create It?

By hrlineup | 25.07.2022

Most candidates and clients are interested to know what your company or business will offer them if they work with you. An employer value proposition (EVP) is the only way to show your prospects what they will gain from working in your company. So, what is employer value proposition, and how do you create it? Let’s understand below.

Employer Value Proposition Definition

An employer value proposition is what your company can offer candidates in exchange for their talent and expertise once hired. These benefits make up part of your employer branding, plus other organisations’ policies to attract the best talent in the recruitment market. So, how is employer value proposition (EVP) necessary in recruitment?

As we have stated earlier, the EVP is part of the employer branding, which attracts talent for recruitment. Knowing what you gain from working in a company can be encouraging or discouraging. Therefore, a well-structured EVP in recruitment is essential since it will attract candidates’ attention, giving them a reason to apply and desire to work with your organisation.

EVP vs Employer Branding

An employer value proposition is the spark or benefits that attract candidates to your company and retain employees to work for you. It is usually part of the organisation’s branding, which correlates with its demands. On the other hand, an employer brand conveys details on what your organisation is best known for and presents your company’s strengths to differentiate you from your competitors.

An EVP can be in two forms: employee value proposition and employer value proposition. The former deals with attracting and ensuring low employee turnover rates making it more beneficial to the company, while the latter benefits the employees or candidates by motivating them to continue working. All in all, they are the same in terms of the objective.

How do you Create a Employer Value Proposition?

The EVP in recruitment should be created and managed by the HR, with the input of other organisation members. Moreover, it should align with your organisation’s strategy, culture, and objectives. So, how do you create a value proposition?

The EVP should be attainable and attractive to the talent, and its outline should state clearly what your company can offer, the job experience, and what competitors offer on the same role. Moreover, your EVP needs to be transparent to avoid damaging the employer brand, plus stay unique to your organisation’s culture. A good employer value proposition example should integrate the following factors;

Status quo: Under this, you should elaborate on the job progression, especially what current employees like about your company.

Company’s uniqueness: You should explain what makes your company better than competitors.

Future objectives: You can explain what you need in terms of skills and expertise that will drive you to achieve your future goals.

In addition to these factors, your EVP statement should have a standard message that can meet different requirements for interns, managers, or executives.

The following are the factors that make up the EVP pillars.

1. Organisation’s Culture

Your business culture must integrate with employees’ values and principles to have a smooth running workforce. Culturally fit employees are proud to identify with your company’s attitude towards society and other social/political factors.

Additionally, most employees who apply for full-time roles always want to understand what you believe in as a company, to weigh whether it fits them. Employing a worker who clashes with your values will lead to too many disruptions and early turnover. So, culture is the basis of employee-employer mutual understanding, plus bringing about cohesion and trust in the company.

2. Payment and Other Benefits

You should elaborate on employees’ compensation and benefits in the employee value proposition, including their salaries, insurance covers, paid time off, and other rewards like shopping vouchers. Your payment mode should be more attractive than your competitors to attract talent right from the start. However, having a mouth-watery salary offer does not guarantee your success in hiring.

3. Working Environment

How healthy and secure is your company’s environment? A good working environment is one of the EVP pillars that all employers should consider. You should elaborate on the work model your company offers, whether hybrid, remote, or in-person, so that candidates can understand the flexibility of their roles.

Additionally, your employees would like to feel appreciated and that their views matter before initiating any new policy. 

4. Career Progression

Offering autonomy and room for personal development will get all top talents to seek the job. Benefits like promotions, career counselling, mentorship, and supporting them to upgrade their qualifications can be a game changer when included in the employer value proposition(EVP)

5. Security of the Job

If your company maintains consistency and stability in its operations, you will likely attract more candidates than those with fluctuating backgrounds. This report conveys that your organisation offers better job security, and candidates with fear of commercial threats will apply for the role assured that their job position is not under any threat.

6. Keep Track Record of Competitors

This EVP pillar does not mean you copy your competitors’ employee value propositions; instead, pick out their shortcomings and make them your fastest arrows. With this strategy, you will have an efficient EVP in recruitment and get the best talent to your side.

Additionally, you should identify your strengths as an organisation by asking for employees’ reviews. This method is a solid weapon to create a good EVP and guides you on how to measure employee value proposition. With that in mind, let’s look at employee value proposition examples.

What is Employee Value Proposition Examples

This organization focuses on their ‘no ceiling policy,’ emphasizing that employers should consider employees’ progression. To them, workers are not robots; they need personal development time. &pizza is employee-centred and appreciates all its employees’ efforts.

Yelp is an enterprise service review forum whose employee value proposition focuses on employees’ health. They ensure that their workers don’t go through work stress which may lead to both physical sickness and mental breakdown. Furthermore, a healthy workforce results in a happy environment and quality production.

Coca-Cola’s employer value proposition offers a comprehensive reward program with different insurance covers and allowances for its workforce. With so many attractive benefits, who would not like to work with Coca-Cola?


A well-drafted employer value proposition integrated into a quality employer brand will lead your company to recruit the best talent. You should be specific when drafting EVP, be honest and ensure it touches all the steps required from the sourcing to the employee succession. Therefore, this guide shows you how to measure employee value proposition and add our tips to your strategy for a better result.