What is an EVP? Employer Value Proposition Explained

Did you know that companies with a strong EVP are 2.5 times more likely to attract high-quality candidates than those with a weak one? Check out our blog post to understand what EVP means and how you can define one for your business.

What is an EVP? Employer Value Proposition Explained
EVP Cover Image

EVP stands for Employer Value Proposition. It is the unique set of benefits and rewards an organization offers its employees in exchange for their skills, experience, and commitment.

So, you know how companies have to compete to attract and retain top talent, right? Well, that's where EVP comes in. EVP is like your company's secret sauce; the unique blend of ingredients that makes your company stand out from the crowd and makes people want to work for you.

Think of it this way - just like how customers have reasons to buy from a particular brand, candidates also have reasons to work for a particular company. EVP is all about showcasing those reasons in a compelling way to prospective employees.

Why does your company need an EVP?

Having a kick-ass EVP is like having a superpower in the war for talent! Here's why your company needs one:

  1. Stand out from the crowd: In today's competitive job market, you must differentiate your company from others. A compelling EVP makes your company shine and grabs the attention of top talent. It helps you stand out from the sea of job postings and makes candidates say, "Wow, I want to work there!"
  2. Attract the best talent: Your EVP is like a magnet attracting your company's best talent. When you have a clear value proposition that resonates with candidates, it increases the chances of attracting the right fit for your team - ones who are passionate about your company's mission and culture.
  3. Retain your rockstars: It's about attracting talent and keeping them! A strong EVP creates a sense of pride and loyalty among your current employees. It makes them feel valued, engaged, and motivated to stay with your company for the long haul.
  4. Save time and money: A well-defined EVP helps you attract candidates who are genuinely interested in your company, reducing turnover and saving you the time and money spent on constant hiring efforts. It also helps you avoid hiring mismatches and helps find employees who are the right fit for your company culture.
  5. Enhance employer branding: Your EVP is crucial to your employer brand. It sets you apart and gives you an edge in the job market. A strong employer brand attracts top talent and creates a positive reputation in the industry, making your company an employer of choice.

How do you write an EVP for your business?

Let's break it down in simple terms with some examples to draw inspiration from.

Know your company's unique sauce

Start by understanding your company's identity, values, and culture. What makes your company special? What sets you apart from the competition?

For example, if your company is all about innovation and cutting-edge technology, your EVP could highlight opportunities for learning and working on groundbreaking projects.

Analyze your company's strengths and competitive advantages, and keep an eye on industry trends and market expectations. Embrace your company's authentic flavour and use it to create a compelling EVP that resonates with your target talent audience.

Remember to avoid generic statements and strive to identify what truly makes your company unique.

For example, take a look at Discord's career page, wherein they talk about what they try to achieve, their values and the team at Discord.

Discord Career Page

Ask your employees

Your employees are the best source of insight. Conduct surveys, focus groups, and interviews to gather their feedback on what they love about working at your company. What makes them proud to be a part of your team? For instance, if your employees appreciate a flexible work schedule and work-life balance, you can include those perks in your EVP.

Your employees probably already love working for your company for a few reasons. There's no need to reinvent the wheel. If something is already working, keep it going.

Be authentic and transparent

Authenticity is key! Your EVP should reflect the real employee experience at your company. Avoid generic statements and be transparent about what you offer. The easiest way to be authentic is to embrace your uniqueness and be comfortable in your own skin.

For example, if your company has a fun and inclusive culture, you could mention team-building activities, diversity initiatives, or employee resource groups in your EVP.

This can be in the form of a video, like the way Canva does it.

You have people rock climbing, using skateboards at the office, and bringing their families when they come to work. It depicts a fun-loving and flexible work environment.

But keep in mind that whatever you include in your EVP, it should show the authentic you. Being true to yourself and embracing your authenticity will naturally attract the people who align with your values, interests, and goals.

Highlight the value proposition

Your EVP should clearly communicate the benefits and opportunities your company offers to employees. It's not just about the paycheck, but also about the bigger picture.

At the end of the day EVP is really about the value you provide as an employer. So be sure to highlight the benefits of working for your company.

For example, if your company strongly focuses on career development, you could highlight opportunities for growth, mentoring programs, and professional development resources in your EVP. If you focus on flexibility and employer well-being, you could highlight your flexible working hours and remote-work opportunities.

Make it memorable

Your EVP should be catchy and memorable. Use simple and engaging language that resonates with your target audience. Avoid HR jargon and corporate-speak.

For example, instead of saying, "We provide competitive compensation packages." you could say, "We pay you what you're worth and then some!"

One of the more memorable EVPs comes from Shopify. They keep it clear, to the point, and outline the benefits, but at the same time, they don't lose their authenticity. Most importantly, they keep it memorable.

Shopify Career Page

“We all get shit done, ship fast and learn.” - Shopify keeps it simple and avoids HR jargon. It is also definitely not corporate-speak. This makes it easy to understand, resonates with the audience and makes it memorable.

In the first example, we saw how Discord shares its unique message through its careers page. If you observe the first section of their career page, they talk about what it’s like working at Discord.

To quote, “So if this strikes a chord, and you’re equally comfortable communicating in memes and gifs as you are in code or decks, come build belonging with us!”

You can see how catchy and memorable this is. It resonates with the audience and makes a lasting impression.

Share it widely

Creating a stellar EVP and keeping it to yourself makes no sense. Boast your EVP every chance you get.

Include it in your job postings, careers website, social media, and other recruitment materials. Use creative and eye-catching visuals to make it stand out. This is how you attract top talent and simultaneously build your employer brand.

Remember, consistency is key to building your employer brand!


  • Know your company's unique sauce
  • Ask your employees
  • Be authentic and transparent
  • Highlight the value proposition
  • Make it memorable
  • Share it widely

Some career pages to draw inspiration from!

To check out more unique and eye-popping career pages, check out our curated list of the best career pages from top companies from across the globe!

On a final note

Your EVP is not just about the salary or benefits you offer. It's the whole package - the culture, the mission, the opportunities for growth, the work-life balance, the recognition, the perks, and more. It's what makes your company special and attractive to potential employees.

Remember, it is not a one-size-fits-all thing. It should be tailored to your company's unique identity, values, and goals. And it's not something you set and forget; it needs to evolve with your company's needs and the ever-changing job market.

Well, it's time for you to build your EVP and start attracting and retaining the top talent for your organization!


What is an EVP in a business?

EVP is the unique set of benefits and rewards an organization offers its employees in exchange for their skills, experience, and commitment.

Why is EVP important for organizations?

EVP is crucial for organizations as it helps attract and retain top talent, improve employee engagement and satisfaction, enhance employer branding, and ultimately contribute to overall business success. It sets an organization apart from its competitors.

How can organizations develop an effective EVP?

Developing an effective EVP involves understanding the needs and expectations of the target talent pool, aligning the EVP with the organization's culture, values, and business objectives, conducting employee surveys and feedback sessions, and continuously evaluating and improving the EVP based on data-driven insights.