What is an Employer Value Proposition – and how I changed from an EVP skeptic to a #1 fan
Two years ago, if you had asked me what I thought about Employer Value Propositions (EVPs), I probably would have rolled my eyes. To me, they were nothing more than polished statements companies put on their career pages to make themselves look good. An interesting branding exercise, sure, but one that seemed unnecessary.
Hi, I’m Karelle Belanger, an employer branding consultant here at Finders Seekers and this is how I changed from an EVP skeptic to its biggest fan.
After working on several EVP projects lately, I have to say: I get it now. EVPs aren’t just a fancy tagline or a well-crafted slogan. An Employer Value Proposition is one of the most strategic tools a company can use to attract and retain talent, and align employee experience with the brand promise.
When done right, it becomes the foundation of your employer branding strategy.
What makes an EVP actually work?
Here’s the catch: you have to understand the process to truly appreciate the value of an EVP. It’s not just about coming up with words that sound nice; it’s about digging deep, defining who you are as an employer, and ensuring your message genuinely resonates with the people you want to attract and retain.
How to build an Employer Value proposition in 7 steps
Creating an EVP isn’t a one-and-done branding exercise. It’s a research-driven process that includes multiple layers of insight, strategy, and validation. Here’s what that journey typically looks like:
Defining goals and aspirations – What is your company trying to achieve? What kind of culture do you want to build? Where do you want to be as an employer in the next few years?
Researching your core identity – Your mission, vision, values, and culture aren’t just what leadership says, they’re what employees experience. Your EVP should reflect lived reality, not just aspiration.
Speaking with employees – This is where the gold lies. Employees reveal what sets you apart, what they love, and what could be better. These insights help shape an EVP grounded in truth.
Discovering your unique selling points – Why would someone choose to work for you over a competitor? This step helps define your competitive employer brand differentiators.
Understanding hiring needs & talent segments – A strong EVP speaks directly to your priority talent audiences. What do these candidates value? What motivates them? What are their career goals?
Crafting an authentic story – A good employer brand tells a story… A great employer brand tells an authentic story that speaks directly to the right people, resonating with what they value and where they want to go.
Testing and iterating – The work doesn’t stop once you have an EVP. You should test and refine the EVP based on employee, leadership, and candidate feedback. Review it annually, and refresh it every few years.
Connecting your EVP to a bigger employer brand strategy
Employer branding is also evolving fast. With AI-powered personalisation and a growing emphasis on inside-out storytelling, companies are rethinking how they show up in the talent market. Explore the top employer branding trends shaping 2025 to see how your EVP can be supported by a broader brand strategy.
You don’t need €100,000 for an EVP, you need the right team or partner
I’ve come to realise that a well-crafted EVP isn’t just about talent attraction. It’s about alignment. It helps you hire people who truly fit your culture and gives current employees a clearer sense of purpose and belonging.
When done right, your EVP becomes a strategic asset. It fuels your employee experience, your recruitment marketing, and your long-term talent strategy.
A few things a strong EVP can improve:
Candidate experience: setting clear expectations and building trust from the start
Employee engagement: reinforcing shared values and career growth opportunities
Employer brand reputation: communicating who you are in a way that resonates
And no, you don’t need to spend six figures. While some companies invest €100k or more on EVP development, we’ve seen organisations create impactful EVPs on far more modest budgets.
What matters most is having the right team or partner to guide the process, gather meaningful insight, and translate it into messaging that works.
If you’re thinking about refreshing your employer brand or looking for ways to attract the right talent, your EVP is the best place to start. And I wouldn’t want to build an employer brand without one.
Want help building yours? Explore our Employer Branding services or reach out to start a conversation.