Employee Value Proposition

Attract and retain the best talent.

“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?


What is an employee value proposition (EVP)?

An Employee Value Proposition (EVP) is best thought of as the most compelling thing(s) that an employer can highlight to an employee or prospective employee that will attract and retain them. 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 it is that unites both your internal and external audiences and aligns with the commercial objectives of your business.

How we help

  • Identify your ideal employee –an approach centred on defining the values, attitudes and behaviours you want and the aspirations and experience they are seeking
  • Link to brand proposition – ensure that there is a clear link both in the meaning and the language of the EVP to your brand.
  • Focus ruthlessly on the fewest things – keep the proposition focused on the offer which is most distinctive to you and 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.
  • Engage emotionally – language alone is important but not enough. The EVP needs to be communicated in the same way you’d communicate your value proposition to a customer. It’s as much about the heart as the head.

Video: How to attract the right people

Watch out for...

Don’t make it about pay and rations

Promising great salaries, bonuses and benefits is the equivalent to offering customers better prices. It’s obvious, replicable, expected and creates bad behaviour. If you imply that the thing that should matter most to your employees is their pay and conditions you are creating a workforce who will constantly judge their worth in wages and nothing else. That creates a workforce that will be ready to leave as soon as a better pay offer comes along. And then you’ll moan about how disloyal employees are…ignoring the fact that that’s how you’ve encouraged them to be.

Get in touch...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.


Our Services

Brand-led Business Strategy

A growth strategy that inspires customers and employees


A distinctive customer experience that sets you apart


A culture that enables and empowers employees

Need a shot of Caffeine?

Are you an impatient leader wanting to make things happen?

We can help.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Caffeine's Extra Shot

Sign up here to receive your monthly Extra Shot newsletter.

Privacy Policy
We will only use your email address to send you Extra Shot content and will treat your information with respect. By clicking below, you agree that we may process your information in accordance with these terms. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us.
We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

Fourth year in a row: The UK's Leading Management Consultants 2023 by the FT. Post, by The Caffeine Partnership.

Awarded the UK’s
Leading Management Consultants 2023
by the Financial Times.

Purpose, Pay or Perks?
What Matters Most to Employees.

Download our FREE White Paper.

We commissioned an independent survey of 1000 UK employees with the objective of understanding how expectations around what they want or expect from work have changed since the pandemic.

Fill in the form below to download our report.