17 April 2023

How to Create Your Employer Value Proposition (EVP)

What does it take to create the best Employer Value Proposition (EVP)? Uncover tips from our experts in this handy guide.

When it’s done right, your Employer Value Proposition (EVP) works as a magnet. It helps you attract, engage and retain the right people for your business.

Without putting too fine a point on it, it’s what your reputation is built on, and it’s vital. In fact, according to Gartner, employees satisfied with their experiences are 60% more likely to stay. But where do you start when it comes to creating the best employer value proposition?

Let’s explore.

What is an Employer Value Proposition (EVP)?

The meaning of an Employer Value Proposition (EVP) is what you expect from employees and what you give to them in return. Your EVP aligns expectations for you (the employer) and the employee. It represents your Employer Brand (EB) and Employee Experience (EX) from hire to retire.

If you define, create and activate a powerful and authentic Employer Value Proposition, you’ll:

  • Develop the leaders of tomorrow by attracting and retaining the best talent
  • Reduce recruitment costs and boost employee engagement
  • Establish yourself as an amazing employer and stand out from your competitors
  • Boost employee advocacy and job satisfaction

In other words, it pays to get it right.

5 ways to create the best Employer Value Proposition

  1. Understand its relationship to your Employer Experience

At McCann Synergy, we call this the ‘The Deal.’ It works like this: your EVP makes a promise to employees, and your EX keeps that promise.

What is an EVP?

Experiences that revolve around the deal and promise increased engagement and performance, drive retention and amplify culture. It might take time and commitment to embed this deal, but it will deliver the full package to your colleagues.

  1. Dig out the truths

In every organisation, there are true facts about the people, the experience, and the culture. They’re the way into your EVP.

Identifying them will give you the language and authenticity to express what you offer, in a way that people connect to.

We use our expertise to dig deep into discovering what’s important to you and your team. If you want to help define your truths to design and evolve your EX, talk to us.

  1. Think about the ‘give and get’

An Employer Value Proposition is a clearly defined deal – what you offer to employees, and what you expect from them in return. This elevates it from something static into something useful, defining, and aspirational.

So, express your deal with purpose, clarity and creativity for an offer too good to refuse.

  1. Image is key

Your employer value proposition is part of your brand, so make sure it fits with everything else you’ve got out in the world that speaks about your organisation. Take ownership of it and make your EVP unique with a powerful story, creative visual identity and brand tool kit.

  1. Get buy-in from your people

After defining your truths, your promise, your expectations, and the deal, you need belief. Your colleagues need to experience your EVP to make it leap from ‘talk’ on paper to ‘walking’ in your company culture.

One of the ways we do this for our clients is with stakeholder involvement and co-creation workshops that come with a strategy built in. Let’s do the same for you.


Speak to the Employer Value Proposition experts

If you’re ready to harness your organisational truth to create, active and embed an authentic EVP, it might be time to speak to an expert.

Get in touch with our Head of Growth, Blair Meyler, via blair.meyler@mccannsynergy.com for a chat about how your employer value proposition could transform your business.





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