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Uncover the Employee Value Proposition

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

  • Human Resources (HR) departments already strapped for time spend the majority of their attention on other HR activities rather than the employee value proposition (EVP) (McLean & Company, 2022 HR Trends Report, n=405).
  • When creating an EVP, organizations often forget about the employee voice and engagement, neglect to look at competitors, and confuse it with employer branding, which leads to inaccurate, misaligned, and undifferentiated EVPs.
  • Our Advice

    Critical Insight

    A strong employee value proposition (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

  • Create a realistic and compelling EVP by using the employee voice to uncover the lived experience and the organizational offerings that employees highly value.
  • Highlight the organization’s unique features in the EVP to differentiate from competitors, allow potential and current employees to assess fit, and support recruitment and retention efforts.
  • Fully integrate and sustain the EVP through strong communication partnerships across the organization that reach both internally and externally.

  • Uncover the Employee Value Proposition 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.

    Employee Value Proposition

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    How to complete this course:

    Use these videos, along with the Project Blueprint deck above, to gain an understanding of the subject. Start with the Introduction, then move through each of the Course Modules. At the end of each Module, you will be required to complete a short test to demonstrate your understanding. You will complete this course when you have completed all of the course tests.

    • Number of Course Modules: 5
    • 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.

    Course Modules

    Now playing

    Academy EVP: Introduction: Uncover an impactful Employee Value Proposition

    Now playing

    Academy EVP: Module 1: Build a Plan to Develop the EVP

    Now playing

    Academy EVP: Module 2: Uncover the EVP

    Now playing

    Academy EVP: Module 3: Evaluate and Refine the EVP

    Now playing

    Academy EVP: Module 4: Implement and Sustain the EVP

    Workshop: Uncover the Employee Value Proposition

    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 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

    About McLean & Company

    McLean & Company is an HR research and advisory firm providing practical solutions to human resources challenges via executable research, tools, diagnostics, and advisory services that have a clear and measurable impact on your business.

    What Is a Blueprint?

    A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your HR problems.

    Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

    Need Extra Help?
    Speak With An Analyst

    Get the help you need in this 4-phase advisory process. You'll receive 9 touchpoints with our researchers, all included in your membership.

    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.


    • 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