What Is an EVP – And Why Does It Matter More Than Ever?

If you’ve ever struggled to attract the right people or keep hold of the great ones you already have, chances are your EVP could use a second look.

Your Employee Value Proposition (EVP) is what you offer people in return for their time, energy and talent. But it’s more than a list of perks or a sentence on your careers page – it’s the heartbeat of your people experience.

What goes into a strong EVP?

Think of your EVP as a mix of transactional and emotional elements.

• Transactional: These are the tangible things – salary, benefits, progression opportunities, flexibility.

• Emotional: These are the things people feel – purpose, culture, leadership style, team dynamics, belonging.

Too many organisations focus heavily on the first and forget the second. But it’s the emotional elements that really drive engagement, loyalty and advocacy. People want to feel part of something. They want to grow, to be heard, to matter.

So, how do you build one?

There’s no one-size-fits-all, but here’s a simple framework we often use when supporting clients:

1. Listen firstTalk to your people. Find out what they value, what they experience, and what they wish was different. You’re looking for insight, not just feedback.

2. Define your promiseWhat makes working here different? Why do people stay? What can you confidently offer – and deliver on?

3. Shape the storyCraft messaging that’s clear, compelling and rooted in reality. It needs to resonate internally before it ever appears on a careers site.

4. Activate itYour EVP doesn’t just live in a slide deck. It should shape recruitment, onboarding, leadership behaviours, internal comms, and how people feel day to day.

5. Keep it aliveReview it regularly. As your organisation evolves, your EVP needs to reflect that – staying relevant, authentic and actionable.

Real-world example

Take Co-op. Their EVP focuses on “Being Co-op” – not just what they offer, but what they stand for. It’s shaped by purpose, fairness, and community impact. It’s not flashy. It’s real. And that’s why it works.

Compare that with fintechs like Monzo or Wise, where the EVP leans into innovation, autonomy and fast-paced growth. The story changes – but the key is that it’s consistent and clearly felt across the business.

Final word

A strong EVP isn’t a marketing slogan. It’s a mirror of your culture and a promise to your people. Get it right, and it becomes the thread that ties everything together – from talent attraction to leadership behaviour.

If your EVP feels fuzzy or flat, it might be time to sharpen it. Because when your people believe in what you stand for, they’ll stand with you.