Crafting an employee value proposition (EVP) is more than just an administrative task. It’s an important part of the recruitment process that strengthens your employer brand, helps you attract and retain top talent, and ensures your business stays competitive in a changing job market.
A strong EVP will make your business stand out from competitors and ensure your team feels recognized. However, a poor EVP will cause resentment within your team, increase employee turnover, and ultimately hinder your organization's growth and success.
This article gives you all the tools you need to avoid that. Read on to learn the benefits of having an EVP, its key components, and the steps you should take when writing yours. We also include some handy employee value proposition examples to help you get started.
An employee value proposition (EVP) is a document that sets out the total compensation package a business offers its employees in exchange for their time, performance, and experience. An EVP includes all types of employee rewards, both tangible and intangible.
Tangible rewards are any rewards that you can see and measure – for example, employee salaries, medical or dental insurance, and retirement plans like 401(k)s. Intangible benefits include any benefits you can’t measure but that make the business a better place to work. These include development opportunities, flexible work, and achievement recognition.
An EVP can be beneficial during the following processes:
You can use an EVP during recruitment to ensure your job description accurately lists the benefits of working for your business. This will help you attract candidates who appreciate those benefits and will positively contribute to your company culture.
Crafting an accurate EVP can help you identify gaps in your compensation package, support HR and recruitment plans, and inform long-term business strategies. For example, an EVP that highlights a commitment to employee development can guide succession planning by helping managers prioritize talent development programs.
During mergers or acquisitions, aligning companies’ EVPs is crucial to integrating the new workforce and ensuring a smooth transition. Having up-to-date EVPs makes this easy.
You can also use an EVP to set performance goals for employees. It defines what employees can expect in terms of recognition, rewards, and career development when they meet or exceed their performance targets.
Getting your EVP right will bring the following benefits:
Attract top talent: A strong EVP can make your organization stand out in a competitive job market, attracting talented candidates who are aligned with your company's values and culture.
Clear expectations: An accurate EVP tells your employees how they’ll be compensated in exchange for their hard work.
Reduced employee turnover: Employees are more likely to stay long term when you follow through on your promises and compensate them fairly.
Enhanced employer brand: Your EVP will help you position yourself as a competitive employer in your industry and highlight the unique value you offer your employees. This strengthens your employer brand: your reputation through your employees’ and candidates’ eyes.
A great EVP should give candidates an idea of the following benefits:
This is the most important aspect of your EVP. Candidates usually apply only to jobs that meet their salary expectations. As a result, they must know how much the role pays. This helps them make informed decisions and establishes trust.
Include any other types of monetary compensation that employees can expect besides their salaries, too – including overtime pay, bonuses, and commissions.
Highlight essential benefits like health insurance, dental insurance, retirement plans, company cars, or any other types of insurance you might offer. These benefits usually contribute to the employee’s quality of life.
Mention other paid perks: benefits of working for your business that extend beyond the basic compensation package and traditional employee benefits. While there’s no obligation to offer these paid benefits, they can improve your employee’s working lives and increase employee loyalty.
Examples of these include parental leave, paid time off (PTO), and sick pay. Financial savings through workplace discounts and special paid events like company-sponsored vacations also fit into this category.
Detail the different training and development programs you offer. These might include management training programs or vocational training courses.
However, don’t explicitly say that employees will be able to progress their careers with your business. An EVP that states “You’ll be promoted within [X] number of months” or “Join up to progress your career” will cause employees to feel disappointed if they aren’t promoted or are unable to progress their careers. This may even put you at risk of potential lawsuits if employees feel you’ve been dishonest.
Instead, detail the number of employees who have progressed their career after participating in these programs. This way, employees can draw their own conclusions about how development works within the organization.
Highlighting the benefits of your work environment is another great way to attract candidates to your business. For example, do you have a comfortable office space with bean bags, free snacks, or a foosball table? Mention this.
Note any other unique features of your workplace, too. These might include pet-friendly policies, nap rooms, on-site fitness facilities, or green and sustainable office designs. These details can provide candidates with a glimpse into your organization's culture and values, which can significantly impact their decision to join your team.
Your EVP should include how your company recognizes your employees’ efforts. For example, is there a feedback-rich culture, a performance-based bonus structure, or other types of public recognition? This inclusion demonstrates your commitment to valuing your employees for their hard work.
Detail any employee well-being initiatives you offer – like access to an employee assistance program (EAP), well-being spaces, discounted gym memberships, healthy snacks, or workplace volunteering days. This demonstrates your organization's dedication to the health and happiness of its workforce.
Also, include how you prioritize your employee’s work-life balance. This is essential for attracting candidates who prioritize this aspect of their careers. This shows that your business recognizes the importance of keeping employees’ personal and work lives separate, as well as the related health benefits.
Defining company culture is an important part of your EVP. Your company's culture represents the values, beliefs, and behaviors that shape the work environment and the relationships among employees.
Discuss your organization’s communication style, leadership philosophy, core values, commitments to diversity, and traditions.
Workplace flexibility is another perk you should mention. This perk can closely relate to work environment, employee well-being, and company culture, but many companies choose to dedicate a section to the flexible working arrangements they offer.
Because so many modern-day workers appreciate flexible work, mention all flexible working options you offer – like flexible hours, remote or hybrid work, or compressed workweeks.
Once you know what to include, it’s time to begin writing your EVP. Follow these six steps.
First, speak to your current employees. They know firsthand what it’s like to work for your business and can give insight into the perks. Depending on their length of service, they might be able to tell you why they decided to apply for your business over others. This will give insight into how your business appears to external candidates.
Speak to your employees or conduct an anonymous employee survey to understand:
Why they applied to work at your company
Which perks they feel are the most beneficial
Where they feel the business could improve
Whether the current EVP accurately represents their experience of the company’s offerings
Once you’ve determined exactly what your business offers, compare your EVP with other employee value proposition examples – including your competitors’ EVPs.
Do this by looking at their job postings and pages on their websites – including their careers, benefits, or culture pages. Sometimes, these pages may use different titles, such as “Our team” or “Why work with us?” or “Join us!”
Do they have a more competitive package than your business?
Do any gaps in your offering put you at a disadvantage?
Can you enhance your EVP to become more competitive? For example, can you introduce flexible working arrangements?
What unique value does your EVP provide compared to competitors?
Once you’ve identified areas for improvement using the first two steps, try to make these improvements before writing your EVP. This way, your business will have a competitive edge over other organizations.
Also, use this step to ensure that your EVP represents your current workforce. For instance, say your current workers noticed that your EVP doesn’t accurately represent your benefits. In this case, revise your EVP or your benefits to ensure accuracy.
Your next step is writing your EVP. Write your proposition section by section so you cover everything your business offers. Highlight all the benefits of working for your business. This is your opportunity to paint your business in the best light and sell your benefits to candidates.
Be honest and accurate. Listing benefits in your EVP that you don’t offer or exaggerating your offerings will damage your employer brand. This could even be illegal – especially if these make it into your job postings or offer letters.
Once you’ve completed your EVP, use it to update your company documents. For example, you should update your:
Website’s careers page
Any other recruitment materials
Employee engagement surveys
Strategic planning documents
Change management plans
Performance management tools
Regularly reviewing and updating your EVP should be a continuous process in your talent management strategy. Ongoing reviews will ensure that you:
Adapt to your changing workforce
Remain competitive in a changing environment
Stay legally compliant
Maintain consistency across documents
Sustain employee engagement
Take time to review your EVP offering annually. This will help you respond to the needs of your workforce and ensure employees feel valued and rewarded.
Writing a great EVP can be tricky. However, some businesses have really nailed their offering and how they present it. Check out these great employee value proposition examples. These EVPs attract top talent by clearly outlining appealing rewards. They also effectively capture each company’s employer brand.
Innocent Drinks is a UK-based company with a reputation for being a fun and inclusive employer. Take a look at the “What you'll get” page on its website, where the company discusses the great benefits it offers employees.
It uses a consistent and engaging brand voice: “We can promise you a warm welcome, a chance to build your career and the opportunity to put fruit puns into PowerPoint presentations.” It also emphasizes the mental and physical health of employees, with perks focused on enhancing employee well-being.
Canva is another company focused on the health and well-being of their employees. Visit its “Our culture and benefits” page to see another appealing EVP example. The company states, “Our goal since day one has been to create a culture and environment where you can do the best work of your life.”
The page offers unique perks, including breakfast and lunch prepared by in-house chefs, flexible working arrangements, relocation packages, and internal support networks. Canva also provides ample opportunities for skill enhancement – like access to online courses, workshops, and mentorship programs. It puts employee growth and fulfillment front and center.
HubSpot believes in transparency, diversity, and open communication. Between these values and its generous workplace benefits, HubSpot has created an environment where employees can thrive both personally and professionally. Take a look at the HubSpot Careers page to see its EVP in action.
Benefits include free therapy sessions, tuition-free reimbursement, flexible working options, and unlimited vacation time. The section on company culture does a great job showing that the company values its. For example, it says, “Employees are treated like people, not line items.”
An EVP is a key recruitment document that will strengthen your employer brand, help you attract top talent, and cultivate a loyal and hardworking team. It should honestly represent the benefits your business offers, and you should write it in collaboration with your current employees.
A great EVP is the foundation of your recruitment process. However, you’ll have the most success by combining an EVP with a skills-based recruitment process through pre-employment testing.
TestGorilla offers more than 300 pre-employment tests to help you find the best talent for your business based on the skills you need for your open roles. Start your free trial of TestGorilla today and kickstart your recruitment process.
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