Employer Value Proposition Development

Why is the Employer Value Proposition important?

The employer value proposition (EVP) is a unique set of offerings, associations and values to positively influence target candidates and employees.

A company needs a unique employer offer. The EVP gives current and future employees a reason to work for an employer and reflects the company’s competitive advantage. Employers that manage their EVP effectively benefit from an increase in their talent pool and employee engagement. Typically, less attractive employers need to pay a wage premium to get top talent whereas attractive employers do not.

By analyzing the factors influencing the employer brand, and by defining a strong and true EVP, the employer will be able to deliver sound and consistent communications during the communication phase and develop an attractive, as well as unique, employer brand.

What are the benefits of having an Employer Value Proposition?

The EVP provides attributes and themes to be used as a long-term foundation for your branding and creative work. It ensures that the communication and branding done by a company is consistent, unique, true and relevant to important target groups. Employers that develop their EVP successfully benefit from an increase in their talent pool and employee engagement.

The solution that the Employer Value Proposition delivers?

Our consulting team will guide you through a simple three phase process to understand your employer brand, decide your brand positioning and plan your communication.

We analyze market data to provide insights on how the employer value proposition should be developed. The diagram below illustrates the process and different steps needed to successfully position an employer brand.



The main strategic objective of any employer value proposition should be to create a consistent look and feel across channels and markets. In other words, it should encompass all communication and branding despite adaptations to global, regional, national, divisional or experience-based audiences. The employer value proposition should be distinctive, authentic, relevant and consistent.