Employer Value Proposition

Do I really need an Employer Value Proposition to recruit top talent?

That’s a question I get from time to time. When I talk with clients about employer value propositions, I get nods of affirmation. But since most of my clients are small and midsize businesses, they often feel that it doesn’t really apply to them.

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I need to hire great people, but I don’t know what my Employer Value Proposition is. Can I just skip that and start recruiting people? In a way, that’s like saying that you want good people to come work for you, but you don’t have any reasons to give them to do that. Because your Employer Value Proposition is the reason that people want to work for you.

So yes, if you want A-players to come work for you, you need an Employer Value Proposition.

What is an

Group 279Employer Value Proposition?

According to SHRM, 84 % of the world’s top 100 most attractive employers have Employee Value Propositions in common. 

  • Number 1
    The value received by employees in return for the value they provide to their employers
  • Number 2
    The set of benefits you offer employees in return for the skills, experience, and qualities they bring to the position, says Indeed
  • Number 3
    A strategic statement that defines how a company wants to be perceived by its employees, says SHRM
  • Number 4
    It embodies the company’s values and ideals and is a fundamental step in defining an employer brand strategy for talent acquisition.

    Hinge, the marketing and research company, reminds us that an Employer Value Proposition is both a marketing message and a promise, so be careful that you don’t make claims that can’t come true. At the same time, you want to develop a message that’s positive, approachable and energizing.


Think of it as an icebreaker in your employer brand relationship.

A brand is a relationship. This is true whether you’re talking about a consumer brand or an employer brand. As such, strong brands are founded on a proposition. This proposition defines the benefits you will receive from your relationship with the brand.

Your Employer Value Proposition provides a consistent point of reference for everything you say and do as an employer. It really defines how you want to be perceived by your current and prospective employees.

Another way to look at it is a promise you make as an employer to your employees in exchange for the commitment your people bring to the team.

Let's see some examples of Employer Value Propositions

  • 2
    1. Lottery.com: Win Together

    We know that the world owes us nothing and that our incredible team is our biggest asset. We have a phenomenal culture and unparalleled drive, and each member of the team is carefully selected because they fit with our tribe and our vibe. We celebrate our awesome diversity, believe that everyone is an entrepreneur, and appreciate the unique talents and perspectives that each of us brings to the table. After all, when our team members win, we win as a whole, and more than anything, we love to #wintogether.

    Read More
  • 4
    2. Pacific Life: Living the Pacific Life

    A career at Pacific Life is more than a job. It means working alongside agile, mission-driven individuals. We bring together diversity of people, thought, and opinion to drive business success. Together, we give our policyholders the time, attention, and expertise they deserve - helping them to reach their financial goals and safeguard their futures. Living the Pacific Life means empowering and celebrating each other, our partners, customers, and community. It means leveraging our unique perspectives to drive positive change. If you want to be fulfilled in work and in life, you belong here.

    Read More
  • 3
    3. Nestle Purina: We Stand Taller

    We Stand Taller because we dare to make every day better. To give it our all. To put our name on the work we do. Doing the right things right. Making our work matter. Why? Because we care. We’re inspired by the words of our founder, William H. Danforth, who believed that integrity, passion, expertise, and performance are the keys to Standing Taller and making good lives better. Today, we carry on the legacy, passionately enriching the lives of pets and the people who love them. #WeStandTaller, do you?

    Read More
  • 1
    4. Netflix: People over process

    Like all great companies, we strive to hire the best and we value integrity, excellence, respect, inclusion, and collaboration. What’s special about Netflix, though, is how much we:

    • encourage independent decision-making by employees
    • share information openly, broadly, and deliberately
    • are extraordinarily candid with each other
    • keep only our highly effective people
    • avoid rules
    Read More
  • 5
    5. Accenture: Work at the heart of change

    At the heart of every great change is a great human. Every day our People of Change are doing incredible things by working together to pursue our shared purpose–to deliver on the promise of technology and human ingenuity. Follow your purpose and make real, lasting, impactful change. Join our exceptional people who are combining their ingenuity with the latest technologies to solve some of the world’s biggest challenges.

    Read More
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    Create EVP
    in 4 easy steps

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    Analyze the data

Have you conducted employee surveys, exit interviews, or performance reviews? Start with this data to gauge employee satisfaction and identify possible areas of improvement.

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  • 2

    Bring In Your People

Get input directly from your employees. If your company is small, conduct one-on-one meetings. If it’s midsize to large, try focus groups. The goal is to find out what people like about working in your company and what makes them want to stay there.

  • 3

    Craft Your Message

Put your Employer Value Proposition in writing, then get it wherever your current and prospective employees will see it. If you have a career site, you definitely want to put it so candidates know what you’re offering them as a potential employer.

  • 1

    Deliver on Promise

Don’t forget that an Employer Value Proposition is your promise to your employees. Just like company core values, your Employer Value Proposition shouldn’t just be expressed. It should be lived and embraced.

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The real value of an employer value proposition is realized when the promise is fulfilled.

The real question you should ask yourself when thinking about your Employee Value Proposition is, what do your ideal candidates value? If you know what they want from you as an employer, make sure your EVP speaks to what your candidates want.

As SHRM reminds us, “the most successful Employer Value Propositions are tailored to the needs of a specific organization and its workers.”

Focus on getting all of your offerings in line with your employees’ desires. Start with your ideal candidates. Make sure that everything you offer as an employer checks all the boxes for those candidates.

Then, make sure you’re conveying your Value Proposition in all of your recruitment communications. Because the real value of your Employer Value Proposition will not be realized until you market it to your candidates and start making some great hires.

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