What is an Employee Value Proposition (EVP)?

An Employee Value Proposition is the most compelling thing you can say to a prospective or existing employee about working at your business or organisation. The best businesses with celebrated EVPs back them up with concrete actions.

A value proposition to an employee works in the same way as a value proposition to a customer. It is:

• Based on an understanding of what characterises a most valuable employee i.e., the people you most want to attract and retain.
• Focused on what matters most to those employees i.e., what they value from you.
• Aspirational and emotive as well as rooted in the reality of what you do.
• Articulated simply and engagingly in language employees understand and remember.

Our approach to developing an EVP helps you identify what unites both your internal and external audiences and aligns with the commercial objectives of your business.

To really bring an EVP to life, it must be validated throughout the employee experience

“Caffeine brought us big and bold ideas, new and fresh thinking, sleeves-up and get-stuck-in approach, undaunted by the scale (and, usually with us, the speed) of the task at hand and always, always a huge amount of fun! Can you get involved in cloning so I can have a shadow team permanently on site?

GLOBAL HEAD OF CULTURE ENGAGEMENT, EXPERIAN

How we help

• Identify your ideal employee – our approach centres on defining the values and behaviours you want and the aspirations and experience they seek.
• Link to brand proposition – ensuring there is a clear link in the meaning and the language of the EVP to your brand.
• Make it motivating – incorporating the key motivating factors related to employee autonomy, mastery and purpose.
• Focus ruthlessly on the fewest things that matter most – keeping the proposition focused on the offer which is most distinctive to you and most appealing to them. We don’t try to tick every box that an employee would expect from any business.
• Ensure it’s rooted in reality – testing the proposition against what employees say most matters to them and against what the business will actually deliver for them.