You know your organization has something special to offer, but how do you ensure candidates see it, too?

Creating an employer value proposition (EVP) helps set clear expectations, aligning what candidates seek with what your role and organization truly offer. In a crowded job market, where employers are flooded with candidates, your EVP needs to do more than exist — it needs to appeal to the right talent.

Your EVP must be clear, memorable, and actionable to make an impact. It must reinforce why your organization is the right choice for candidates and employees. Read on to discover the steps needed to ensure your EVP speaks to your ideal candidates. 

Three key considerations for an EVP that resonates 

1. Make your EVP memorable

For your EVP to stick with candidates and employees, it must be:

• Simple & clear: Avoid jargon. Use concise, relatable language that captures our key differentiators.
• Emotionally engaging: Use storytelling, real employee experiences, and visual content to create an emotional connection.
• Reinforced consistently: Ensure EVP elements appear across all employer brand touchpoints: career site, job descriptions, interviews, internal comms, social media, and leadership messaging.
• Delivered in multiple formats: Leverage video, infographics, testimonials, social media snippets, and interactive content to maximize reach and engagement.

2. Shape how candidates & employees perceive your organization

Your EVP should influence employer perception and build credibility by aligning with what talent values most.

• Authenticity first: Candidates and employees can spot inauthenticity. Showcase real voices, experiences, and tangible proof of your commitment to EVP themes.
• Align with talent motivations: Tailor messaging to different audience segments (early-career, experienced professionals, diverse talent groups) based on what matters most to them.
• Address potential concerns: Be transparent about challenges and how we support employees through them (e.g., professional development, work-life integration, career growth).
• Leverage employee advocacy: Empower employees to share their experiences through blogs, social media, and video testimonials.
  

3. Encourage talent to join — and stay

Beyond awareness, EVP activation should drive meaningful engagement and long-term retention.

• Seamless candidate experience: Ensure your recruitment process reinforces EVP (e.g., personalized communication, transparent hiring steps, engaging career site).
• Onboarding reinforcement: EVP should be visible from day one — integrating your values and culture into onboarding to validate your promised experience.
• Career development and growth: Provide clear pathways for employees to grow within the organization, ensuring that the EVP remains relevant post-hire.
• Ongoing employee engagement: Use internal communications, recognition programs, mentorship, and leadership visibility to sustain a strong connection with your EVP.
• Feedback and adaptation: Regularly gather insights from candidates and employees to refine your EVP messaging and ensure it reflects evolving expectations.
  

Ready to dig in deeper?

A compelling EVP isn’t just about what you say; it’s about how you deliver it, prove it, and reinforce it at every touchpoint. Done right, it builds trust, shapes perceptions, and increases the likelihood of top joining — and staying — with your organization.

Learn more about EVPs by speaking to an employer brand expert today!