Discover how a strong Employer Value Proposition (EVP) can boost hiring success, reduce turnover, and attract top talent in a competitive job market.
When we think of hiring, the spotlight usually falls on stages like sourcing, screening, and interviewing. These are undeniably important, but there’s a quieter powerhouse that often goes unnoticed: your Employer Value Proposition (EVP). While overlooked, it can be one of the most influential tools in attracting and retaining top talent.
A KPMG study found that organizations with strong EVPs can reduce annual employee turnover by nearly 70%. Even more compelling, these companies are able to cut the compensation premium needed to attract top talent by 50%. That’s a significant saving when you factor in the high costs of recruiting and onboarding.
And it doesn’t stop there. According to Gartner, organizations that effectively deliver on their EVP can increase new hire commitment by almost 30%. Clearly, a strong EVP isn’t just a branding tool; it’s a strategic asset.
Your EVP is the promise you make to potential hires. It captures what makes your company unique as an employer and why someone should want to work with you. It’s more than just perks and pay — it’s about purpose, growth opportunities, culture, and the overall employee experience.
A well-crafted EVP is central to how your organization is perceived, both internally and externally. It highlights what employees can expect in return for their skills and dedication. In a saturated job market, this clarity can be the very reason a candidate chooses you over someone else.
While closely related, Employer Brand and EVP serve different functions. Your Employer Brand is your public image as an employer. It encompasses everything from your values and culture to leadership style and workplace reputation. It’s broad, targeting not only employees and candidates but also customers and stakeholders.
On the other hand, your EVP is more targeted. It outlines the specific benefits and experiences employees can expect, acting as a deal between the company and its people. Its primary focus is to attract, engage, and retain top talent by clearly stating what’s in it for them.
To craft an EVP that truly resonates, focus on these pillars:
Compensation and Benefits
Offer competitive salaries and traditional benefits, but go a step further. Think about what your specific talent pool values. Younger professionals might appreciate student loan assistance, while working parents could benefit from childcare support.
Career Growth and Development
Top performers want opportunities to grow. Highlight your training programs, mentorship options, and industry exposure. Tools like Leap Onboard can personalize this by identifying skill gaps and recommending tailored development resources.
Work Culture and Environment
Employees are drawn to positive, inclusive, and collaborative workspaces. Emphasize flexible work policies, DE&I initiatives, and wellness programs. Show how your company fosters a healthy work-life balance — even during virtual hiring processes.
Mission and Purpose
Millennials and Gen Z are especially driven by purpose. Clearly communicate your mission and social impact. Let potential employees see how their work connects to a larger cause.
Know Your Audience
Understanding your candidate demographics is critical. Use this data to tailor your EVP and speak directly to what matters most to your audience.
A strong EVP is not just about listing benefits; it’s about storytelling. Identify your unique selling points and bring them to life through compelling language, real employee stories, and testimonials. Let current employees be your advocates — their voices add authenticity and credibility.
Also, involve your workforce in shaping your EVP. Their insights reflect what truly makes your organization great. Finally, ensure that your EVP is visible and consistent across all platforms — careers pages, job posts, social media, and recruitment communications. A consistent message reinforces your employer brand and builds trust.
Your EVP isn’t a footnote in your hiring strategy — it’s a foundational pillar. In a world where top talent is flooded with options, a well-crafted EVP can be the reason someone chooses your organization. It drives attraction, boosts retention, and creates a more committed, engaged workforce. If you haven’t invested in your EVP yet, now’s the time to start.