Most EVPs fail. They’re either wallpaper (“We value people!”) or wishful thinking (“We’re Innovative!” – AKA we’re really not). If you want an EVP that attracts, retains and ignites talent – one that powers both your employee and customer experience – you need to get brutally clear, brilliantly real, and utterly purposeful.

Here’s how to build one that cuts through and delivers:

1. Purpose before Perks

An EVP without purpose is just perks in disguise. The best EVPs anchor to the organisation’s mission and values and understand what matters most to employees and customers alike.

• Employees want to believe in something bigger than themselves​.
• Purpose must be clear, lived by leadership, and show up in everyday decision-making​

No purpose? No passion. No loyalty.

2. Real, not Aspirational

Your EVP must reflect today’s reality of the business at its best, not tomorrow’s fantasy. Employees see through spin in a heartbeat.

• Research deeply: What do your best people say about working with you?​
• Identify your genuine strengths – and your authentic personality​.

Brand promises that don’t match the employee reality will burn trust, fast.

3. Human at the Core

Today’s talent demands more than “competitive salary and good benefits”. They want human connection — autonomy, mastery, meaning​.

• Celebrate individuality. Your EVP should empower people to bring their whole selves to work​.
• Build a culture of trust and respect – these are the real retention drivers​. (But please pay your people competitively too).

It’s not about being ‘nice’. It’s about being human.

4. Clarity and Consistency

Jargon kills EVPs. So does inconsistency.

• Nail your core proposition in clear language, not corporate speak.
• Ensure every leadership action, policy, and practice aligns to it​.

If you confuse, you lose.

5. Experiential Activation

A brilliant EVP isn’t a poster on a wall. It’s lived through every experience — from onboarding to exit interviews.

• Create ‘memorable moments’ that dramatise your EVP​.
• Map the employee journey and align touchpoints to your core message​.

To twist the famous adage about culture and strategy, experience eats intention for breakfast.

6. Leadership that Lives It

Lip service from leaders? Death sentence.

• Leaders must be the loudest, proudest champions of the EVP​.
• Measure them against it. Reward those who embody it.

Leadership is the amplifier or assassin of your EVP. Choose wisely.

7. Dynamic, not Static

The world moves. So must your EVP.

• Keep listening. Regularly refresh your understanding of what matters most to your people​.
• Evolve your EVP — but stay true to your purpose.

Standing still is the same as falling behind.

The Bottom Line:

An EVP is not a “nice to have”. It’s your talent magnet. Your engagement engine. Your brand advantage.

Get it right, and you’ll be the company people are proud to join, proud to stay with, and proud to champion. Get it wrong, and you’ll be fighting a talent war with no ammunition.