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How to Attract (and Keep) Top Talent with a Stronger Employee Value Proposition

Your Employee Value Proposition (EVP) does more than outline your perks and benefits—it sets the tone for how candidates and employees perceive your company. A strong, clear EVP can be the difference between someone eagerly hitting “Apply” or quietly moving on to the next job posting. Yet many companies set it once and never revisit it. 

As expectations continue to shift, your EVP should too. Whether you’re struggling to stand out in a crowded market or looking to boost retention, refreshing your EVP is a good place to start. 

Start with Listening, Not Guessing 

Before opening a blank doc and brainstorming messaging, start with real input. The best EVPs are grounded in real experience, not assumptions. 

  • Ask employees what they value most 
  • Review exit interviews and candidate feedback 
  • Survey new hires about what attracted them (and what made them pause) 

You might discover your wellness benefits carry more weight than your unlimited PTO or that your growth opportunities are what truly win people over. 

Make Sure Your Messaging Matches Your Reality 

What candidates read about your company should reflect what it’s actually like to work there. That means updating your positioning to reflect your current employee experience, rather than what it was years ago.  

Be specific about:  

  • Work models (remote, hybrid, flexible) 
  • Support systems (mental health, boundaries, PTO use) 
  • Career growth (internal mobility, mentoring, training) 

Make sure to review your language as well. Common phrases like “work hard, play hard” or “we’re like a family” may not land the way you think. Specificity and transparency go a long way. 

Make It Personal, Not Generic 

If your messaging could be copied and pasted onto any company’s website, it’s time to dig deeper. A modern employer brand promise should reflect what makes your company uniquely appealing to the candidates you want to attract. 

Tip: Tailor your messaging based on role types or departments. What attracts a software engineer may not appeal to a marketing manager, and that’s okay.  

Don’t Ignore AI—But Don’t Let It Take Over Either 

AI can be a helpful tool for analyzing sentiment, identifying trends, and even testing different messaging. But your EVP needs a human voice. 

Use AI to support your process, not replace it. A well-written value statement should feel warm, intentional, and distinctly you as a company. Candidates can tell when something feels templated or overly polished. 

Bring in Real People—Not Just Marketing Copy 

Refreshing your positioning shouldn’t happen in a vacuum. Get input from employees across the organization, from recruiters and hiring managers to your high performers and ERG leads. 

Ask:  

  • Why did you join? 
  • Why do you stay? 
  • What would make you leave? 
  • What do you tell people about working here? 

Their insights (and stories) will not only help keep your message honest but will also surface differentiators you hadn’t thought about. 

Activate It Everywhere 

Your EVP shouldn’t just live on your “About Us” page alone. It should show up consistently in: 

  • Job descriptions 
  • Career pages 
  • Social media 
  • Interview conversations 
  • Onboarding experiences 

If your messaging promises growth but no one talks about career paths during the interview process, that disconnect can cause strong candidates to walk away. Make sure you’re walking the talk across every touchpoint. 

Revisit and Refresh Regularly 

This isn’t a one-and-done project. Check in on your value proposition at least annually or whenever you experience significant changes, such as leadership shifts, new market entry, or a rebrand. 

What’s working? What’s not? What’s changed in what your people need and what you can offer? 

Keeping your message aligned with the current state of your company ensures you’re always attracting the right people for who you are now, not who you were. 

Final Thoughts 

A strong EVP doesn’t just help you hire—it helps you hire the right people. It sets expectations, builds emotional connection, and gives candidates a reason to choose you. And when it’s honest, current, and aligned with what people actually want? That’s when it works.