How to create an Employee Value Proposition

What is an employee value proposition?

The EVP is a platform for both communication and action. It provides a key reference point for employer brand management to establish the desired brand associations in the mind of the target audience through consistent communication and delivered experience.

First, answer these questions:

  • What makes your organisation special as an employer?
  • Why should people join your company?
  • What can you offer as an organisation to retain your employees engaged?

Once you answer the questions and start building your EVP pillars, check each to validate the following criteria.

Please note that the EVP is not generally designed to be a comprehensive description of everything you offer employees but a more distilled description of the brand’s most defining and differentiating pillars.


Does it ring true? (in terms of the organisation at its best)


Is it distinctive? (in terms of being distinctively strong or differentiating.)

Focus on the future target profile

Would this provide a desirable workplace?

Engaging and Energising

Is it compelling and motivating?

Business alignment

Does it reinforce the qualities/competencies you need from employees to succeed as a business?

Download the EVP Infographic


In the meantime, you can download my free ebook creating an authentic employer brand here or you can join a free week session of Employer Brand Academy certificate courses here.


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Author: Ali Ayaz
Ali Ayaz is an Employer Brand and HR Consultant with Modern Management Consulting who is well-versed in Employer Brand Development, Candidate and Employee Surveys, Recruitment and Employee Engagement. Having successfully completed Employer Brand projects with multinational blue-chip companies in Automotive, Banking, FMCG, IT, Telecom and Retail industries, he teaches employer brand management, human resources and fundamentals of management at Employer Brand Academy (online) and European School of Economics (London). He is the author of the e-book “How to Built a Robust Employer Brand Strategy” and founder of the Employer Brand Academy. He is a chartered member of CIPD - the professional body for HR and people development.
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