Culture icon

Uncover an Impactful Employee Value Proposition

Strategically highlight organizational strengths to create a compelling and realistic story to attract and retain the right talent.

Get Instant Access to this Blueprint

View Storyboard

Solution Set Storyboard Thumbnail


  • Jennifer Cermak, Social Media and Internal Communications Specialist, Sensata
  • Jenny Crawford, Director, Talent Acquisition, Oshkosh Corporation
  • Thomas Davenport, Author & Consultant
  • Nicole Dorskind, Managing Director, ThirtyThree
  • Dr. Dieter Veldsman, Executive, People and Organizational Effectiveness, Momentum Metropolitan Holdings Limited
  • Dean Fulford, Leadership Development Lead, Stratford Managers
  • Jennifer Heikamp, Lead of Workforce Planning & Organizational Development, York Region
  • Darla Higgins, Recruiting Manager, Pet Supplies Plus
  • Mark Hirschfeld, VP of Consulting Services,BI WORLDWIDE
  • Natalie LeBlanc, Talent Acquisition Leaders, HirePower
  • Alexa Moritz, Marketing Manager, ThirtyThree
  • Bianca New, Human Resources Consultant, Olympus Australia/New Zealand
  • Betsy Schneider, Vice President of Marketing, BI WORLDWIDE
  • John Sime, Marketing Technology Consultant
  • Derek van der Schyff, Employee Engagement Specialist, Momentum Metropolitan Holdings Limited
  • Howard Weintraub, Founder and Lead Consultant, Nuuvo-B2E

Your Challenge

  • When creating an employee value proposition (EVP), organizations often forget about the employee voice, neglect to look at competitors, and confuse the EVP and employer branding. This can lead to inaccurate, misaligned, and undifferentiated EVPs.
  • Unrealistic EVPs can do more harm than good. If the lived experience does not match candidate expectations, the organization will continue to struggle to attract and retain talent.

Our Advice

Critical Insight

A strong EVP provides a compelling but realistic view of the benefits of joining the organization while also leading to a connection that encourages employees to stay.

Impact and Result

  • Ensure the EVP is realistic and compelling by using the employee voice to uncover the lived experience and the organizational offerings that are highly valued.
  • Highlight the unique features of your organization in the EVP to differentiate from competitors and support recruitment and retention efforts by enabling potential and current employees to assess fit.
  • Refine the EVP using an iterative process.

Research & Tools

2. Uncover the EVP

Collect, analyze, and theme data to draft the EVP statements, then tailor for key employee segments.

3. Evaluate and refine the EVP

Evaluated the EVP to ensure it is aligned, accurate, and unique.

4. Implement and sustain the EVP

Plan internal communications and the transition into the employer branding project.

Guided Implementations

This guided implementation is a nine call advisory process.

Guided Implementation #1 - Build a plan to develop the EVP

Call #1 - Identify organizational challenges and goals for the EVP project.
Call #2 - Review employee segments and develop the project plan.

Guided Implementation #2 - Uncover the EVP

Call #1 - Prepare for focus groups and identify other inputs of data.
Call #2 - Review gathered data and key themes.
Call #3 - Review EVP draft statements.

Guided Implementation #3 - Evaluate and refine the EVP

Call #1 - Re-visit project plan timelines and confirm how stakeholder feedback will be collected.
Call #2 - Review stakeholder feedback and revisions made to the EVP.

Guided Implementation #4 - Implement and sustain the EVP

Call #1 - Review the Employer Brand Look Book and identify options for communicating the EVP.
Call #2 - Create the communications plan.

Employee Value Proposition

You must be enrolled in this course to play this video

Course Information

  • Title: Employee Value Proposition
  • Number of Course Modules: 4
  • Estimated Completion Time: 1.5 hours

Learning Outcome

Develop a unique EVP for your organization to reinforce your talent management strategy and differentiate from key talent competitors.

Learning Objectives

By the end of this course, learners will be able to:

  • Understand what an EVP is for and the impact of the EVP for organizations both internally and externally.
  • Determine the criteria necessary to create a robust and successful EVP.
  • Align the EVP with the employer brand.
  • Road-test the EVP internally and externally.
  • Determine how to align HR policies and programs to the new EVP.
  • Define communications around launching the EVP.
HRPA Certification Pre-Approved Logo

1 CPD hour per course.

SHRM Certification Logo

Each course is valid for 1 PDC for the SHRM-CP℠ or SHRM-SCP℠.

HRCI Institute Recognized Provider Logo

The use of this seal confirms that this activity has met HR Certification Institute’s® (HRCI®) criteria for recertification credit pre-approval.

Course Modules

9f8438dc0f51f15a0977818e060746ba original
Now playing


F72b3904190b95dbaea526d2ba386c33 original
Now playing

Module 1

Aac20edd93cd06b8b232fea6b705dce0 original
Now playing

Module 2

E244eb1305794f2f0832a245ee96b839 original
Now playing

Module 3

Onsite Workshop

Unlock This Blueprint

Book Your Workshop

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Build a Plan to Develop the EVP

The Purpose

Consolidate, analyze, and theme data from focus groups and existing internal data sources for the creation of the EVP.

Key Benefits Achieved

Employee voice and experience are integrated into the EVP.




Consolidate focus group feedback to identify insights.

  • Focus group notes consolidated into insights and categorized

Consolidate existing survey data to identify insights.

  • Insights from existing employee surveys categorized

Synthesize all gathered insights into themes.

  • Key themes identified

Module 2: Uncover the EVP

The Purpose

  • Draft the EVP statements.
  • Analyze competitors’ EVPs.
  • Present potential EVP statements.

Key Benefits Achieved

  • The EVP is evaluated to ensure it is differentiated from competitors and resonates with stakeholders.




Select key EVP themes.


Draft EVP statements.

  • Drafted EVP statements

Conduct a competitor analysis.

  • Identification of how to differentiate EVP from competitors

Present draft EVP statements to key stakeholders for feedback.

  • Feedback from key stakeholders

Module 3: Refine and Plan for Implementation of the EVP

The Purpose

  • Integrate employee and candidate feedback into the EVP.
  • Create a communications plan to share the EVP internally.
  • Prepare to transition the EVP into the employer brand.

Key Benefits Achieved

  • Created a short “elevator pitch” of the EVP to launch internally.
  • Prepared Marketing is to promote the employer brand externally.




Update draft EVP statements based on key stakeholder feedback.


Develop the plan to segment and assess the EVP.

  • Action plan for road testing

Develop the internal communications plan.

  • Draft communication plan

Create a plan with Marketing to implement selected branding ideas.

  • Draft project plan to create EVP brand

Search Code: 78485
Published: September 11, 2015
Last Revised: January 21, 2020