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Employee Value Proposition

Your story, your EVP, your edge

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Employee Value Proposition (EVP) is more than a HR buzzword, it’s the foundation of your employer brand and a driving force in today’s talent market. An EVP tells your unique story, weaving together what your company offers and expects in return. It’s why candidates choose you and why employees stay.

Introduction

An EVP is more than a message—it’s your differentiator in a crowded talent market. Candidates are looking for more than a job; they’re looking for purpose, alignment, and clarity.

Without a strong EVP, your organisation risks blending into the background. A well-crafted EVP cuts through the noise. It tells potential hires exactly why they should choose you and reminds your current employees why they belong. It’s a powerful tool for reducing turnover and ensuring your people feel connected to your mission and values.

More importantly, your EVP is the heartbeat of your employer brand. It shapes how the world sees you as an employer, influencing everything from your reputation to the quality of hires you attract. Without it, you’re not just missing an opportunity—you’re losing ground to competitors who are telling their story better. In a job market where 75% of candidates research an employer’s brand before applying, a strong EVP isn’t just helpful—it’s critical.

A person holds a smartphone displaying an app. The screen shows a womans portrait with text: Claires Story - Pursuing my Nursing passion. A button below reads Read Claires story. The app logo, Cygnet, is at the top.

Why a strong EVP makes all the difference

A strong Employee Value Proposition (EVP) isn’t just about attracting people—it’s about keeping them, too. High turnover, difficulty hiring, and disengagement all stem from a common challenge: a lack of connection. Your EVP solves this by clearly communicating what makes your organisation unique and why people should be part of it. An authentic EVP reduces turnover by giving employees a clear sense of purpose and belonging. It inspires loyalty by showing what they’ll gain and what they contribute in return. For companies struggling to stand out, it highlights your culture, values, and opportunities—cutting through the noise in a crowded talent market.

When done right, an EVP is more than a recruitment tool. It aligns your workforce with your mission, builds trust, and drives long-term success.

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How we build authentic EVPs that work

Crafting an EVP isn’t a one-size-fits-all process—it’s about uncovering your unique story and bringing it to life. At its heart, your EVP should reflect the soul of your organization, balancing what you offer with what you expect in return. Our approach ensures your EVP is more than just words—it’s a promise rooted in authenticity and purpose.

We work closely with you to capture the essence of your culture and values, ensuring your EVP resonates with employees and candidates alike. From uncovering insights to crafting narratives and implementing creative solutions, every step is designed to align your EVP with your people and your business goals.

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Here’s how we make it happen

01

Discovery and research

We start by listening. Through surveys, interviews, focus groups, and desk research, we uncover what matters most to your employees, candidates, and leadership. This stage identifies your strengths, opportunities, and the perceptions that shape your employer brand, providing the foundation for a truly authentic EVP.

02

Defining your EVP

Using the insights we’ve gathered, we build a clear and compelling framework. This includes defining key themes, crafting a narrative, and outlining the promises that connect your people to your purpose. It’s not just about what you offer—it’s about what makes you stand out and how you deliver on those promises.

03

Creative implementation

This is where your EVP comes to life. We develop employer branding strategies, employee engagement initiatives, and external communications that reflect your unique narrative. From your careers site to social media campaigns, we ensure your EVP is consistent, engaging, and impossible to ignore.

04

Measuring Impact and Evolving

An EVP is not static—it evolves with your business and your people. We help you track success through metrics like engagement, retention, and hiring outcomes, ensuring your EVP continues to resonate and deliver long-term results.

Your EVP is the key to creating a workplace people want to join and never leave. Let’s build one that truly works for you.

Here’s how we make it happen

01

Discovery and research

We start by listening. Through surveys, interviews, focus groups, and desk research, we uncover what matters most to your employees, candidates, and leadership. This stage identifies your strengths, opportunities, and the perceptions that shape your employer brand, providing the foundation for a truly authentic EVP.

02

Defining your EVP

Using the insights we’ve gathered, we build a clear and compelling framework. This includes defining key themes, crafting a narrative, and outlining the promises that connect your people to your purpose. It’s not just about what you offer—it’s about what makes you stand out and how you deliver on those promises.

03

Creative implementation

This is where your EVP comes to life. We develop employer branding strategies, employee engagement initiatives, and external communications that reflect your unique narrative. From your careers site to social media campaigns, we ensure your EVP is consistent, engaging, and impossible to ignore.

04

Measuring Impact and Evolving

An EVP is not static—it evolves with your business and your people. We help you track success through metrics like engagement, retention, and hiring outcomes, ensuring your EVP continues to resonate and deliver long-term results.

Your EVP is the key to creating a workplace people want to join and never leave. Let’s build one that truly works for you.

What great EVPs have in common

The most successful EVPs share common traits. They’re clear, authentic, and deeply aligned with the organisation’s mission and values. They speak to employees’ needs while reflecting the real culture of the workplace. A strong EVP is concise, easy to understand, and emotionally resonant. It connects employees to a sense of purpose, highlights behaviours that define success, and creates a shared vision of what it means to work at your company. Most importantly, it delivers on its promises—building trust and engagement at every level.

Two women are playfully interacting with a dog in a garden, embodying an atmosphere of warmth and connection. One smiles broadly, reaching out to the dog, while the other holds a treat above its head. Its a scene reminiscent of nurturing relationships and vibrant environments—hallmarks of effective employer branding.
A serene coastal scene at sunset, featuring a historic castle on a grassy hill to the right, stands as an emblem of timeless employer branding. The skys streaks of orange and blue reflect on calm waters, while gentle waves lap against the sandy beach in the foreground.
Two women are playfully interacting with a dog in a garden, embodying an atmosphere of warmth and connection. One smiles broadly, reaching out to the dog, while the other holds a treat above its head. Its a scene reminiscent of nurturing relationships and vibrant environments—hallmarks of effective employer branding.
A woman in a red uniform works on a laptop perched on the hood of a DHU Health Care Medic vehicle. As part of recruitment transformation, this showcases their commitment to innovation. The car is parked by grassy fields, with another person visible inside.
In a bustling warehouse, a woman in a yellow safety vest holds a pen and clipboard, symbolizing the face of recruitment transformation. She smiles brightly, amid shelves stocked with boxes and an active forklift, embodying modern employer branding in action.
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What is a Talent Value Proposition?

While an EVP speaks broadly to your entire workforce, a Talent Value Proposition (TVP) zooms in on specific talent groups. A TVP ensures your messaging resonates with particular roles, skills, or demographics—meeting talent where they are.

TVPs are especially valuable in niche or hard-to-fill roles, helping you stand out in competitive markets. By tailoring your offer to what matters most to specific audiences, you attract the right people while reinforcing the value of your broader EVP.

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Making EVPs work for your people

The best EVPs don’t just attract—they engage, retain, and evolve. We focus on making your EVP right for your people by grounding it in real employee feedback and measuring its success through outcomes like retention, engagement, and cultural alignment.

When your EVP reflects who you are and resonates with your people, it becomes a powerful tool for building a workplace where employees feel valued, inspired, and ready to contribute. Let’s make your EVP work for you.

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Our EVP's in action

Case Study - EVP & Employer Brand

Cygnet Group

To attract and retain talent, Cygnet needed a way to speak directly to nurses’ experiences and values. This demand for mental health nurses, combined with the need to reduce reliance on agency staff, called for a more targeted, authentic brand approach that would resonate deeply with nursing professionals, giving Cygnet a sustainable edge in recruitment.
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A person holds a smartphone displaying an app. The screen shows a womans portrait with text: Claires Story - Pursuing my Nursing passion. A button below reads Read Claires story. The app logo, Cygnet, is at the top.