How to Determine Your Employee Value Proposition and Why It’s Important for Your Marketing Mix

In today’s competitive job market, companies are facing a formidable challenge – the “Talent War”. To succeed on this battleground, it’s crucial to not only focus on external marketing efforts but also to pay heed to internal marketing, where the Employee Value Proposition (EVP) plays a pivotal role.

The Power of Your Employee Value Proposition (EVP)

Your Employee Value Proposition, or EVP, is your secret weapon in attracting and retaining top talent. It is the unique set of offerings and experiences that your company provides to its employees in exchange for their skills, expertise, and dedication. An effective EVP communicates the value of working for your organisation, ensuring that it’s not just a job but a compelling career choice.

The Importance of an EVP

Attracting the Best: In the War for Talent, your EVP serves as your recruitment magnet. It’s what sets your company apart and makes top talent want to join your team. When you invest in a strong EVP, you’re more likely to draw in the right candidates, reducing recruitment costs and time.

Employee Retention: Your EVP isn’t just about attracting talent; it’s about keeping it! A strong EVP keeps your employees engaged, satisfied, and loyal. It’s a crucial driver of employee retention, which is invaluable in a world where the cost of employee turnover is staggering.

Competitive Advantage: Differentiating your organisation in a crowded marketplace is not easy, but a well-crafted EVP can give you that edge. It showcases your unique culture, benefits, and growth opportunities, making it easier to stand out and compete for the best talent.

Developing a Strong EVP

Know Your Audience: Understand the needs, aspirations, and values of your target workforce. What do they value most in a workplace? Tailor your EVP to meet these expectations!

Engage Your Current Employees: Your existing team is your best resource. Gather insights from them about what they find most appealing about working in your company. Their perspectives can be invaluable!

Align with Company Values: Ensure that your EVP aligns with your company’s mission, values, and culture. Authenticity is key in attracting and retaining the right talent!

Highlight Benefits: Don’t shy away from showcasing the perks and benefits you offer, whether it’s flexible work hours, professional development opportunities, or a supportive work environment.

Communication is Key: Once you’ve developed your EVP, it’s essential to communicate it effectively. Ensure it’s integrated into your external and internal communications, from job postings to company-wide meetings.

Positioning Your EVP Within Your Business

Your EVP isn’t just a concept; it’s a strategic asset that needs to be woven into the fabric of your organization. Here’s how:

Make it Part of Your Brand: Your EVP should be part of your employer brand. Incorporate it into your website, social media, and recruitment materials.

Train Your Managers: Ensure your managers understand and can articulate the EVP. They play a pivotal role in conveying it to their teams.

Evaluate and Adjust: Regularly assess the effectiveness of your EVP. Is it attracting and retaining the right talent? If not, be prepared to adjust and evolve it.


The war for talent is raging on, and to emerge victorious, you must have a well-defined Employee Value Proposition. It’s not just a recruitment tool; it’s a strategic asset that can set your organization apart and help you retain the best talent.

Your Employee Value Proposition isn’t just a statement; it’s a commitment to your employees. When crafted and implemented effectively, it becomes a powerful tool in your arsenal, attracting top talent, retaining them, and giving you a competitive edge.

Remember, in the battle for talent, your EVP can be the difference between standing out and blending in. So, take the time to develop a strong EVP that reflects your unique company culture and values, and you’ll be well on your way to winning the Talent War.