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Employee Value Proposition (EVP)

An employee value proposition (EVP) is the complete offering a company makes to its prospective and current employees in return for their best efforts. It encompasses pay and benefits, all the non-financial aspects that attract, retain, and motivate employees.

Creating an effective employee value proposition.

An effective EVP is a combination of understanding your employees, your organization’s culture, values and practices, and then designing an EVP that fits your objectives.

The first step to creating a compelling EVP is understanding what makes your employees thrive in their role and journey in your organization. You need to think through what is your organization’s purpose and cascade that through to what is the employee’s purpose as well.

A great employee value proposition:

  • Attracts people who share your brand’s passions and values
  • Inspires employees to do awesome work
  • Gives your best employees reasons to stay

Your EVP should sum up the essence of your brand, authentically reflecting who you are and what you offer as an employer. It needs to be present from a candidate’s first interview to their last day on the job—and everything in between. It should be created with the same care and effort that’s devoted to your Customer Value Proposition (CVP).

An EVP designed well will attract the right employees – those that fit into your culture. From there on, if you engage them in emotionally powerful ways, they will remain supremely motivated and loyal to their work.

Dr. Brad Shuck on Employee Value Proposition.

At BI WORLDWIDE Canada, we engage our client’s employees across all points of the employee journey and create memorable experiences through moments of elevation, pride, insight, and connection. We strive to create an environment where they feel at ease and deliberately make efforts to give their best every day.

We’ve also elevated our extensive employee engagement research and practice to take a broader look at the employer/employee relationship, considering every interaction an employee – or potential employee – might have with your brand. Not only does this help you formulate a more comprehensive strategy, but it’s also centred on your unique EVP to attract and retain the best people for your company.

Don’t think you have an EVP? You do, whether it’s been formalized or not. You’re already sending a message to current and potential employees about your company’s values and priorities.

To beat the competition, you need to do everything you can to understand that EVP. Strengthen it. Develop it. If necessary, transform it.


We’re here to help. Here’s how: 


Research, listen, analyze, and refine.

We start with a thorough investigation, talking to everyone from top leadership to the front lines and even alumni and potential candidates. Using our proprietary New Rules of Engagement survey, we dive deep to get the real story on what your employees value most. And that’s just the beginning. We review social channels. We audit competitor positioning. And we perform a comprehensive audit of communications and marketing. (Did we say it was thorough? It’s thorough.) The result: an EVP Executive Playbook summarizing our research and recommendations.



Position your EVP and express it through your employer brand.

Once you know where you stand, you can adjust and strengthen your EVP to better reflect where you’d like to go, then share it with the world through your employer brand. This is your unique story, told with strategically chosen words, phrases, visuals and experiences based on your EVP. The narrative we create together communicates your brand both internally and externally, using a consistent and powerful voice that says: This is who we are. An authentic employer brand acts like a magnet for people who are an optimal fit for your company—and it also deters people who aren’t a match.



Get the word out and own it.

So now you’ve turned the idea of your EVP into a compelling narrative that resonates with the right people, in the right places. Now it’s time to live it out each day, through every touchpoint someone has with your brand. A fully activated EVP controls the conversation—starting from the first moment a candidate begins to consider your company. As the right candidates join your team and experience your EVP every day, they become engaged, loyal, passionate brand advocates. That’s priceless.

Our proven suite of EVP strategies includes:


For an unbeatable edge, build an unbeatable team. From morale to productivity to your bottom line, everything works better when you attract and retain the right people.

Let’s make it happen.  

Build an effective Employee Value Proposition strategy today.

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