Develop Your Employee Value Proposition

You will no doubt be familiar with your customer value proposition. It’s the value your customers get when they buy from you. Its why they buy from you. If you employ hard to recruit staff such as nurses, care workers, drivers, anybody with a good business development, engineering, scientific, technical or digital skill set and you are looking to grow then you now need to use the same mind set for attracting the right employees.

What is an Employee Value Proposition?

Minchington (2005), from Wikipedia, defines an employee value proposition (EVP) (or employer value proposition) as a set of associations and offerings provided by an organisation in return for the skills, capabilities and experiences an employee brings to the organisation.

What makes an Employee Value Proposition?

If the concept of selling yourself to prospective employees is new to you then it make take awhile for you to fully develop yours.

A key fundamental concept that its worth understanding is documented by Daniel Pink in his best seller, “Drive”. He basically describes the 3 key motivators as Autonomy, Mastery and Purpose. Note that money is not seen as motivator (but if you get it wrong it can be a de-movitator.)

The areas you need to consider are:

Workplace Culture

  • Mission & Values
  • Reputation & Ranking
  • Work Environment
  • CSR – Community
  • Culture

Work Content

  • Variety
  • Challenge
  • Structure
  • Autonomy
  • Feedback
  • Impact


  • Advancement
  • Title
  • Personal Growth
  • Training
  • Employment Security


  • Time Off
  • Training & Development
  • Work Arrangements
  • Health
  • Retirement


  • Base Salary
  • Incentives
  • Pay Process & Transparency

How do you incorporate an Employee Value Proposition in your business?

Clearly from a recruitment marketing perspective there is a lot that can be done to present an attractive employee value proposition, however, over time there are things you can do to improve the overall proposition and make it part of your business as usual.

As a starting point you might want to consider:

  • Survey your employees to help you develop a formal EVP.
  • Communicate the EVP to your employees.
  • Check that the EVP fits with your brand and how you promote yourself
  • Deliver on the promises in your EVP
  • Differentiate yourself from your competitors when recruiting staff
  • Use employee surveys, work performance data to measure how effective you have been at developing and implementing an EVP.

More Information

If you would like help in developing a coherent employee value proposition then please call 0345 053 7417