How to Create an Effective Employee Value Proposition

Use this hack to create an effective employee value proposition to help attract and engage more of the right people to your company.

A value proposition in business is the primary reason why a person should buy from you. A value proposition for an employer is the primary reason why a person should work for you. To get the right people excited about working at your company we need to effectively express ourselves, as well as those we want to hire. But how do we do this? This hack will help.

EVP Hack – Creating an Effective Employer Value Proposition

Let’s start by answering a few questions and using our insights to build up a list of defining characteristics.

Step #1 – Define our Values and Culture

To better understand our values and culture, we should be able to answer the following questions:

  1. What do we believe?
  2. What is our vision and purpose?
  3. How do we judge performance?
  4. How do we reach our goals?
  5. Why does this company exist?
  6. Why do people stay?
  7. Why do people work here?
  8. Why is the company unique?
  9. What makes this a great place to work?
  10. What do we want people to believe, feel and think about our company?
  11. What about the location is most attractive?
  12. Why do new employees want to work here?
  13. What type of skills do we need most?
  14. How do we develop skills and talents?

What comes to mind? Make a list of everything that you believe is relevant. Maybe your company is a pioneer in the health care industry and located downtown in the tallest building in the city and is filled with serial entrepreneurs and well-known scientists that love to work hard and have fun. Your list might start to look like this:

  • award-winning executive team
  • pioneer in our field of work
  • employer with the most patents
  • one-on-one mentoring for career growth
  • flexible hours and four weeks paid vacation every year
  • 100% benefits for all employees
  • top floor office in the tallest building in the city
  • 99 food trucks and 32 restaurants all within a four blocks
  • 100% reimbursement for continuing education
  • annual pool-parties at the CEO’s house
  • and so on…

(Note: After you have your values/culture list, and as part of the exercise, go visit your top 10-20 competitors and make a full list of their claims. You’ll most likely find the best intel embedded in content on their “About” page, “FAQ” page, “Career” pages, and in their open job descriptions.)

There’s nothing wrong with matching the competition on most characteristics, but to be most effective, we should be able to communicate our firm as the clear (or best) choice in at least one important area. Doing this will help us to differentiate our employee value proposition from our competition.

Step #2 – Define our Ideal Candidates

To better connect with our ideal candidates, we should be able to answer the following questions:

  1. Who succeeds here? 
  2. What backgrounds and experiences do our best employees possess?
  3. What behaviors and character traits do our best employees possess?
  4. What is our ideal target audience?
  5. What is our ideal candidate’s current employer or occupation?
  6. How many years of experience do they have?
  7. Are our candidates most likely working for the competition? If so, which ones?

Step #3 – Define our Best Fit Employees

To better understand who you currently employ, have a few of your employees answer the questions below:

  • Which of our values are most important to you? 
  • What attracted you to join?
  • Why did you apply?
  • What keeps you engaged and committed?
  • What convinced you to join?
  • What do you like most about our culture?
  • In your own words, what does our culture mean to you?
  • What do you like most about the company?
  • In your own words, what is our management style?
  • What’s your work background and experience?

Step #4 – Translate Data into Insights

After you have answers to all your questions, translate the date into insights and then extract what’s most meaningful and communicate it in a single, well-organized sentence. If you had only 10-14 words to describe why people should work for your organization instead of someone else, what would be your sentence? This is your employee value proposition.

Need some help?

Consider our Pro Plan if you want some help as you develop the effective employee value proposition.

Need something more involved? See our capabilities page. We’re set up to implement leading practices to take your processes to the next level, provide capacity at scale on an ongoing basis, or even deploy variable resourcing to augment your core in-house team.

If you have big problems all across your talent acquisition landscape but have absolutely no idea where to start, you might want to consider TALENTSUM 360.