Discover what an employee value proposition (EVP) is, why it matters, and how to craft and communicate one that attracts, engages, and retains top talent.
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Access NowIn a world where employee expectations are rapidly evolving, the traditional employee value proposition (EVP) is under scrutiny. Workers are no longer satisfied with vague promises of “growth opportunities” or a “great company culture.” They want authenticity, transparency, and a workplace that lives up to its values.
If your EVP reads well on paper but doesn’t hold up in daily experience, it’s not just outdated; it’s a liability. Gartner puts it in a nutshell. “The best organizations focus about 80% of their effort on fulfilling EVP promises and 20% on defining the EVP — not the other way around.”
Let’s look at reality.
Data from Gallup's State of the Global Workplace 2025 Report paints a sobering picture of the global workforce. Employee engagement dropped from 23% to 21% in 2024, and manager engagement fell from 30% to 27%. That’s a decline that has massive ripple effects on productivity and retention. In the same report, Gallup estimates that this dip in engagement cost the global economy a staggering $438 billion in lost productivity. The figures are especially concerning when you consider that manager behavior alone accounts for about 70% of team engagement, and yet only 44% of managers have received formal leadership training.
So, here’s the big question: Is your employee value proposition still believable, or just hype? In today’s competitive market, companies must do more than craft catchy employer brand statements. They must deliver on them, consistently and visibly.
An employee value proposition is a company's promise to its employees, outlining the benefits and rewards they receive in exchange for their skills, experience, and contributions. It's essentially the essence of what makes a company a great place to work and a compelling reason for both current and prospective employees to choose that organization over others.
Great Place to Work puts it simply in a way everyone can understand. A competitive salary may attract employees initially, but it’s not enough to retain them. What truly makes people stay is growth, purpose, and a workplace that genuinely prioritizes their well-being.
“A well-defined employee value proposition (EVP) helps organizations stand out, making them a place where people want to work — and stay. It’s not just about perks or pay but about the culture, values, and experiences that shape daily work life.”
Great Place to Work
The leading multinational accounting firm, Deloitte, states that having a strong EVP is “non-negotiable.” Furthermore, the key to unlocking it is the employee experience (EX).
Interestingly, Deloitte’s EX team uses human-centred design to prioritize employee needs during organizational transformations. They state that this is crucial in today's competitive job market, because 82% of employees want to be valued as a person, not just an employee. However, it requires a fundamental shift from generic employee promises to human-centric offerings, where EX takes centre stage.
“In an ever-changing workplace environment, an EVP needs to be treated as a live strategy that must be regularly updated and reflected upon. It is crucial for organisations to establish a culture of active listening and EX measurement to truly embed an effective EVP.”
Deloitte
There’s no universally agreed-upon list or pillars of EVP components. However, most frameworks do share common ground.
Some organizations, like the Academy to Innovate HR (AIHR), define five key components of EVP as:
Prime Group also identifies five pillars, but highlights them differently:
Risk Inc. identifies six important factors stating that:
Gartner identifies four principles of effective employee value proposition design:
The last of Gartner’s principles is a key point to remember.
“To win and retain top talent, CHROs must create a modern, differentiated and holistic employee value proposition that showcases clear EVP benefits.”
Gartner
This matters because a compelling employee value proposition isn't just about meeting expectations. It's about standing out in a crowded talent market by highlighting what your organization uniquely does best.
Ultimately, the exact number of components or pillars that are identified matters less than ensuring your EVP reflects what employees truly value.
In an effort to provide clear and practical guidance, we’ve outlined eight essential components that frequently appear across models. These elements reflect what employees consistently value most and offer a well-rounded foundation for crafting a meaningful EVP.
Competitive salaries, health insurance, retirement plans, and other financial perks are fundamental. These tangible rewards signal that an organization values its employees and their financial well-being.
Opportunities for growth, learning, and advancement are crucial for attracting and retaining talent. This includes mentorship programs, training, and clear pathways for career progression.
Flexible work arrangements, remote work options, and generous paid time off are increasingly seen as non-negotiable. Supporting employees’ abilities to manage their time helps reduce burnout and boost retention.
A positive, inclusive, and supportive work environment where employees feel respected, safe, and connected is essential. Culture shapes the day-to-day experience and influences engagement and the employee experience more than most people realize.
When employees understand how their work contributes to a larger mission or purpose, it strengthens motivation and deepens emotional commitment to the organization.
Programs that regularly acknowledge employee contributions, whether through formal awards, peer shout-outs, or manager praise, can significantly improve morale and performance, and ameliorate the work-life balance.
This includes the physical workspace, access to the right tools and technology, and the overall atmosphere of the workplace. A well-equipped, comfortable environment directly affects productivity and satisfaction.
While hybrid and remote work have shifted priorities, location still matters, especially for roles that require in-person presence. Commute times, office accessibility, and surrounding amenities can all influence how attractive jobs are.
EVP and employer branding are closely interlinked. The one defines the value employees receive internally, the other shapes how that value is perceived outside of the organization.
According to Forrester research, EVP reflects employees’ real experience, while employer branding is what potential hires see and hear in the market. When these two aren't aligned, companies risk sending mixed messages that damage credibility.
An October 2024 Forrester study outlines three essential behaviors for synergy:
Recruitment-focused data from Recruitics also highlights this synergy. Companies that effectively communicate their EVP attract up to 20% more candidates, and 72% of recruiting leaders say that employer brand strongly influences new hires.
Additionally, alignment between EVP and employer brand enhances retention. The importance of a strong EVP for employers in 2025, by Wendy Gray, MD of recruitment firm Carter Murray, notes that a well-defined EVP helps attract suitable candidates and improves long-term staff retention, reducing hiring costs.
“Marketing functions (such as internal communications) play a central role in developing and maintaining EVPs in many businesses – leveraging their expertise in communication, market research and employer branding.”
Wendy Gray
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A well-crafted employee value proposition is a win-win for both the company and its employees, fostering a positive and productive work environment where everyone can thrive.
A strong EVP helps attract and retain top talent by clearly communicating the value proposition of working at a specific organization. It’s the foundation for a high-performing, people-centered organization. It answers the all-important “What’s in it for me?” for both potential and current employees by clearly articulating the tangible and intangible benefits of working at an organization. When crafted and communicated effectively, an EVP fosters alignment, deepens trust, and creates a work environment where people feel connected and motivated to contribute.
Here’s how a well-designed EVP delivers impact across the employee lifecycle:
In today’s competitive labor market, a compelling EVP helps companies break through the noise and attract high-quality candidates. It acts as a clear signal of what makes an organization different and worthwhile. And it allows job seekers to quickly assess whether they’ll thrive in your environment and encourages those who align with your values to apply.
Employees who feel valued and connected to their organization’s mission are more likely to stay. A strong EVP reinforces that connection by making it clear how the company supports individual growth, well-being, and contribution. When employees understand what’s in it for them and see the company delivering on those promises, engagement rises and turnover drops.
When people feel supported and aligned with their workplace, they bring more energy and focus to their roles. A meaningful EVP fosters trust and clarity, both of which empower employees to contribute beyond the basics. Just a little extra effort often leads to stronger performance and a more resilient, high-achieving culture.
During uncertain times, employees look to leadership for stability and reassurance. Organizations that stay true to their EVP, continuing to prioritize people even in tough conditions, build trust that lasts. This credibility strengthens loyalty and helps teams remain cohesive and motivated during crisis or change.
A thoughtful EVP can meet the distinct needs of different employee groups. Remote workers, hybrid teams, and frontline staff all experience work differently, and a one-size-fits-all message won’t resonate. Tailoring your EVP to reflect each audience’s reality shows that you understand and value their specific contributions.
A strong EVP is a core component of a company's overall employer brand, influencing how the company is perceived by potential employees. When your EVP is authentic and well-communicated, it builds a brand that attracts aligned talent and positions your company as an employer of choice.
Additionally, a unique and compelling EVP helps companies stand out from the competition and attract employees who align with their values and culture.
Hiring the wrong people, or hiring frequently due to high turnover, is expensive. A clearly defined EVP helps set expectations upfront, attracting people who are more likely to stay and succeed. As retention improves and recruitment becomes more targeted, organizations can reduce costs associated with onboarding, rehiring, and lost productivity.
There are thousands of employee value proposition examples. Here we showcase three very different companies with very different EVPs.
The hugely successful global engineering and electronics company, Bosch was founded in Germany in 1886. It now has 100 locations in the North American region (the U.S., Canada, and Mexico) and generated consolidated sales of $17.4 billion in 2024.
“Our values reflect the manner in which we run our business: our professional ethics in dealing with our business partners, investors, employees, and society.”
The components of their EVP are:
The leading AI customer relationship management (CRM) firm, Salesforce, identifies itself as a trailblazer. Launched in 1999, it is headquartered in San Francisco, California, and has 110 offices throughout the world.
“Our values have helped to differentiate our culture and strengthen our relationships with all stakeholders. We believe business is the greatest platform for change and proudly invite others to join us in taking action for people and the planet.”
The components of their EVP are:
The largest integrated, not-for-profit medical group practice in the world, Mayo Clinic was founded in Minnesota nearly 150 years ago. Today it inspires hope and promotes health through integrated clinical practice, education, and success.
The foundation of Mayo Clinic is its values:
“We see our values in action in the moments we spend with one another, our patients, their families, our colleagues and our communities.”
Turn your internal communications strategy around today
You might think that if you get someone to craft an EVP using clever phrasing, it’ll be a winner. Think again! Crafting an effective EVP takes more than this. It requires deep insight into what your people value and how your organization is uniquely positioned to deliver it. Here’s a five-step process to guide your development:
Start by gathering feedback from multiple sources to form the foundation of a reality-based EVP. Analyze employee surveys, including pulse survey feedback, reviews from a job search company like Glassdoor, onboarding and exit interviews, and internal engagement data. Anything that can help you understand how your organization is currently perceived by employees. Look for patterns in what employees appreciate and identify gaps or frustrations.
Not every employee group has the same needs or motivations. Segment your workforce into key personas like new hires, frontline workers, managers, or remote staff, and identify what each group values most. An effective EVP should resonate across the organization while allowing room for targeted messaging that speaks to different roles and experiences.
Your EVP shouldn’t exist in isolation. It needs to reflect your organizational goals, employer brand promise, and company culture. For example, if innovation is a core value, it should highlight opportunities for creativity and ownership. The goal is to ensure your people strategy aligns with your broader business strategy, reinforcing both.
Once you’ve gathered your insights, begin drafting the central themes of your EVP. These core statements should reflect what employees can consistently expect in return for their contributions. Consider including things like purpose, growth, support, flexibility, and recognition. Keep language clear, authentic, and employee-centered.
Before finalizing your employee value proposition, test it. Share the draft with internal focus groups across departments and roles to gather honest feedback. Do the statements feel true to them? Are they inspiring and believable? Use this feedback to refine your EVP, ensuring it resonates across the organization and can stand up to real-world expectations.
An employee value proposition only has impact if people actually experience and understand it. Once defined, it must be communicated consistently and credibly both inside and outside the organization. The way you share the EVP plays a major role in building trust, attracting the right talent, and reinforcing your company culture.
Here's how to do it effectively using internal and external channels, as well as leadership storytelling and thought leadership.
Start by embedding your EVP into your internal communications strategy. Use channels like employee newsletters, targeted email blast campaigns, the company intranet, and regular town hall meetings to reinforce your core messages. Equip managers with toolkits and talking points so they can cascade the EVP in team discussions and one-on-one conversations. Repetition and clarity are key. Employees should hear it, see it, and feel it often.
Your EVP should shine through across all recruitment and brand-facing platforms. This includes your careers site, job descriptions, social media channels, recruitment marketing materials, and even press releases. Make sure the tone and language match what current employees will recognize. Authentic employee testimonials, behind-the-scenes videos, and real workplace stories are especially effective in bringing your EVP to life.
Executives and people managers are among your most powerful EVP ambassadors. Encourage leaders to share stories via blog posts, LinkedIn, speaking engagements, or internal videos to reinforce the organization’s values and commitments. When leadership models an EVP in both words and actions, it builds credibility and inspires alignment throughout the organization.
Once you’ve defined and finalized your EVP, Cerkl Broadcast gives you the tools to deliver it in a personalized, consistent, and measurable way.
Here’s how Broadcast supports EVP communication across the employee lifecycle:
Whether you're reaching employees through company-branded Email Blasts, mobile, or Slack, Broadcast ensures your EVP messaging appears where your people are. From weekly newsletters and personalized internal News Digests to segmented announcements, you can reinforce EVP themes in the flow of work.
Your EVP may have different points of emphasis for remote workers, managers, new hires, or frontline teams. Broadcast’s Dynamic Employee Segments allow you to tailor messaging based on role, location, tenure, and interest—ensuring each group gets the most relevant content.
Broadcast supports storytelling through rich content blocks, featured stories, and internal campaigns. Share leadership reflections, spotlight employee journeys, or showcase how your organization delivers on its EVP in real, tangible ways.
Want to know if your EVP message is landing? Use Cerkl Broadcast’s built-in real-time analytics tracks opens, clicks, content stats, and identifies what’s trending. This will enable you to make meaningful decisions based on what resonates with employees.
Create and distribute internal toolkits that empower managers to communicate EVP consistently during team meetings, onboarding, or one-on-ones. You can even automate reminders or training materials based on behavior signals.
Cerkl Broadcast doesn’t just help you tell your EVP story. It helps you prove its reach, relevance, and real-world impact.
We’ve talked about the importance of employee engagement and the employee experience, and shared several compelling employee value proposition examples from successful organizations. But what ties all of this together, and brings your EVP to life, is effective internal communication.
If you want to attract, engage, and retain top talent, how you communicate matters just as much as what you offer. Our free white paper, The Importance of Internal Communication, explores how effective internal comms drive engagement, help employees feel valued, and support a strong, authentic workplace culture.
Download it now to see how strategic communication can turn your EVP into something employees truly believe in.
Turn your internal communications strategy around today
What is the concept of EVP? An employee value proposition (EVP) is the set of benefits and experiences an organization offers in exchange for an employee’s skills, performance, and loyalty. A clear, authentic EVP defines what makes your workplace unique—and helps attract, engage, and retain the right people.
What are the 5 pillars of EVP? Five commonly recognized pillars of EVP are compensation, career development, work-life balance, company culture, and purpose. While not exclusive, these pillars reflect what employees value most and provide a foundation for creating a compelling and competitive workplace experience.
What is an example of an employee value proposition? Here’s a real example of an EVP from Virgin Active Limited, the company with a chain of health clubs in the UK, southern Africa, Italy, Australia, and Thailand:
“The goal of our employee value proposition solution is to help every team member achieve optimal health, which leads to better immunity, higher energy levels, reduced stress levels, increased productivity, and more.”
Virgin Active
A strong EVP like this is simple, distinctive, and rooted in what the organization actually delivers.
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