An employee value proposition, also called EVP, is the sum of all the benefits and rewards people receive in exchange for performance in the workplace.

What makes your workplace worth choosing—and staying in?
That’s the core question behind an employee value proposition (EVP). It’s the mix of benefits, values, and experiences you offer in return for your people’s time, skills, and passion.

A strong EVP isn’t just about perks or pay. It’s about building trust and consistency—between what you promise and what employees actually experience every day.

What components make up an employee value proposition?

An EVP is made up of several key components. Each one shapes how people experience your organization. Here’s what they mean, examples that bring them to life, and questions you can ask yourself to sharpen your EVP:

1. Compensation and benefits

What it means: Salary, bonuses, equity, health coverage, retirement plans, and perks that support financial security and wellbeing.
Example: Some companies stand out by offering mental health stipends or fertility benefits that directly address employee needs.
Ask yourself:

  • Are we paying fairly compared to the market?
  • Do employees understand how pay decisions are made?
  • Which benefits matter most to our people—not just what’s “standard”?

2. Career growth and development

What it means: Opportunities to learn, upskill, take on stretch assignments, and grow into new roles or leadership.
Example: Many organizations now design internal “career marketplaces” where employees can move between teams instead of looking outside.
Ask yourself:

  • Do employees see a clear future for themselves here?
  • How often do we promote from within?
  • Are development opportunities tied to business priorities and employee aspirations?

3. Work-life balance and flexibility

What it means: Flexible schedules, remote or hybrid work, parental leave, wellness days, and a culture that respects boundaries.
Example: Companies that empower teams to design their own hybrid schedules often see stronger productivity and satisfaction.
Ask yourself:

  • Do our policies reflect how people actually work today?
  • Are managers modeling healthy boundaries, not just talking about them?
  • Who may be left out by our current flexibility options?

4. Company culture and values

What it means: The behaviors, rituals, and decisions that define “how things are done here.” It’s where stated values meet reality.
Example: A company that values transparency might hold monthly open Q&A sessions with executives—proving that feedback is more than a buzzword.
Ask yourself:

  • How would employees really describe our culture in three words?
  • Where do our values show up in everyday decisions?
  • Are there cultural blind spots that unintentionally exclude?

5. Meaning and purpose

What it means: The bigger “why” behind the work—how individual roles connect to customer success, community impact, or societal change.
Example: Nonprofits highlight mission impact, but even tech companies can show how their products improve people’s daily lives.
Ask yourself:

  • Can employees explain how their work connects to our mission?
  • Do we celebrate impact stories regularly?
  • Is purpose communicated consistently across levels and regions?

6. Everyday employee experience

What it means: The small, daily moments that matter—onboarding, recognition, feedback, tools, and team rituals.
Example: Some companies assign every new hire a “buddy” for the first 90 days to ensure support and faster integration.
Ask yourself:

  • What does a new hire’s first week really feel like?
  • Do employees feel recognized often enough?
  • Are our tools and processes helping or frustrating people?

👉 Pro tip: Don’t try to perfect all six areas at once. Pick one or two where the gap between promise and reality is biggest, and start there. Even small, visible improvements can strengthen your EVP and credibility right away.

Why do you need an employee value proposition? 

Your EVP ultimately defines how the talent you attract and hire perceives your brand. It can differentiate you from your competitors and help encourage people to choose to work for you instead of another company. In today’s competitive climate, this is essential because it is your talent that ultimately determines your organization’s ability to grow and succeed. 

In particular, you can use your EVP to attract tech talent if you work in the notoriously competitive high-tech industry or others like it.  

What are some examples of an employee value proposition?

To help you learn how to create a compelling employee value proposition, here are a few examples of companies who have theirs dialed in.

  • Unilever: As Anuradha Razdan, Unilever’s head of global talent attraction and brand, Europe, explains, “At the heart of our value proposition is that we build leaders. We develop leaders for Unilever, and Unilever leaders go on to be leaders elsewhere in the world.” This strong focus on the stability element of EVP is highly appealing to candidates interested in growing while working with inspiring people toward the goal of improving people’s lives.
  • Trader Joe’s: Widely recognized as one of the best retail employers, Trader Joe’s wins people’s loyalty with an EVP emphasizing learning and growth opportunities, fair benefits (such as their bi-annual reviews with potential for a seven to 10 percent pay increase each year), and a flexible, diverse, and communicative culture.
  • Bain & Company: Ranked first on Glassdoor’s Best Places to Work list, this consulting company has several memorable perks in their EVP, including externship opportunities, global transfers, parental leave, leaves of absence, flextime, and an opportunity to take two months off.

How can you measure your employee value proposition? 

There are a few KPIs you can look at to measure how effective your EVP is at helping you attract, hire, and retain talent, including:

👉 Try this tomorrow: Add one EVP-related question to your next pulse survey, like “Do you feel you’re growing as much as you expected when you joined?”

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How can you develop an employee value proposition?

Now that you’re familiar with what an EVP is, the next step is learning how to develop one for your organization. We recommend taking the following steps:

  • Perform an audit: Look at your current brand identity. How do you communicate with and try to attract talent? What’s special about your compensation package, culture, or work environment?
  • Ask for feedback: Some of the most valuable information you’ll be able to gather will be from current and former employees. Use surveys, internal focus groups, and exit interviews to ask:
    • What attracted your people to apply to work for you? 
    • What made them choose you over other companies?
    • What do people love about working with you?
    • How could you improve what you offer people?
  • Define critical points to include in your EVP: Using the information you’ve gathered, make a list of the things that make you stand apart as a great employer. 
  • Draft your EVP: Now you’re ready to write an EVP focusing on what you can offer your ideal candidate. Aim to use language that’s clear, unique, and inspirational.
  • Evaluate your EVP: Your EVP doesn’t have to be static. Use the KPIs we mentioned above to revisit your EVP regularly to see if you can improve it.

Why should EVP be a part of modern HR strategy?

Your ability to attract, hire, and retain top talent is key to your organization’s capacity to succeed. A compelling, unique EVP is a critical tool in the effort to find and employ the best people. ple.