Mastering your Employer Value Proposition (EVP)
20.08.25 ArticlesStruggling to attract the right candidates to your organisation? Staff retention on the downturn? Retaining top talent in today’s market is not an easy task, but we’ve got the key – it all starts with a killer employer value proposition (EVP).
In this article, we’ll break down everything you need to know about EVP – what is it, why is it important, and how we use it to take our hiring to the next level.
What is EVP?
First up, let’s cover the basics – what exactly is EVP? It’s a term you may have heard floating around.
In short, EVP is all about company branding for employees. It refers to the core employer identity, built on the unique culture, mission, and benefits offered. Think of it as a sort of promise between an employer and potential applicant – what can your company and culture offer them in exchange for their carefully cultivated talent, skills, and experience?
Whether it’s a commitment to career progression, championing diversity and inclusion, or a strong emphasis on employee wellbeing, a bulletproof EVP gives you the edge over your competitors. It’s how you show top talent why you’re the obvious choice.
Building an effective Employer Value Proposition
A great EVP starts with crafting a genuine dialogue with your employees, both existing and potential. The key is carefully balancing both attractiveness and realism. While buzzwords might make things sound exciting, they can lack the substance to encourage applicants to do what you want them to: apply.
Opening up a conversation puts your finger on the pulse of current candidate expectations and needs.
Here are the core elements to consider:
- Compensation – Money isn’t everything, but it matters. Don’t get behind the market! A clear, structured (and importantly, competitive) compensation system that matches role complexity and highlights unique financial perks is a must.
- Benefits – Customise your benefits package to your industry, and don’t just tick boxes for the sake of it. Flexible hours, remote working options, and a prioritisation of annual leave are all highly attractive extras to promote.
- Career development opportunities – Getting people to join can be relatively simple. Getting people to stay? That’s a different story. The secret to staff retention is a strong development pathway. Employees want to see growth, not stagnation. Now is your opportunity to shout about training programs, promotion opportunities, scope for relocation, and qualification options.
- Work environment – What sets your workplace out from the sea of grey offices candidates are drowning in? Are you a youthful start-up? Does your team have a genuine focus on staff wellbeing? A strong, hands-on dialogue with management? Let them know!
- Company culture – As it’s morphed into a corporate buzzword, the phrase company culture has lost a lot of currency. But don’t despair, it is possible to inject it with genuine meaning. Just don’t pretend to be something you’re not – it’s a huge red flag to candidates.
Building a great company culture is the quickest and most effective way to bolster your attractiveness as a potential employer. Not sure where to start? Check out our handy article on cultural fit.
How do we use EVP in our hiring process?
Here at Lead Candidate, we’re no stranger to employer branding in hiring. In fact, it’s our bread and butter.
The process starts with you – yes, you! We take our time building up an authentic rapport with the companies we partner with, getting right down to the nitty gritty of what sets you apart from your competition.
By going past surface level details, we gain a comprehensive understanding of what makes your company tick from the start, meaning we begin our whole process with a core focus on company culture. We’re experts on cultural fit, and use this baseline to filter out any mismatches.
Once we’re up to speed, we create unique, personalised content to paint a perfect snapshot of why candidates should choose you. Through customised interviews and candidate packs, we take the legwork out of hiring.
We can even go one step further, taking time to manage your LinkedIn by crafting branded content that sets your company apart from the herd, and communicates your first-rate EVP.
Interested in how we could help you with your hiring? Get in touch at apply@leadcandidate.com!