Employee Value Proposition (EVP)
It’s all that a company offers as an employer, in exchange for the skills and experience of its employees, current and potential. Encompassing an organization’s mission, values, culture, it gives employees a powerful reason to work
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Explore how we enable organisations maintain a growth mindset, and mesh sentiment with science. Because we believe when more people connect with culture, we all move closer to a better world of work.
Talent attraction and retention challenges exist for all organizations, whether onsite, remote, or hybrid.
Only 5% of organizations have implemented an up-to-date employee value proposition (EVP) that highlights an accurate employee experience and includes the ways in which the organization has adapted to recent environmental pressures (2022 HR Trends Report, n=295)..
Human Resources (HR) departments already strapped for time spend the majority of their attention on other HR activities rather than the EVP (2022 HR Trends Report, n=405).
When creating an EVP, organizations often forget about the employee voice and engagement, neglect to look at competitors, and confuse it with employer branding, which leads to inaccurate, misaligned, and undifferentiated EVPs.
Create a realistic and compelling EVP by using the employee voice to uncover the lived experience and the organizational offerings that employees highly value.
Highlight the organization’s unique features in the EVP to differentiate from competitors, allow potential and current employees to assess fit, and support recruitment and retention efforts.
Fully integrate and sustain the EVP through strong communication partnerships across the organization that reach both internally and externally.
A Strong Employee Value Proposition (EVP) supports key organizational needs
Organizations with effective EVPs are less likely to have challenges with attraction and retention of essential employee segments (Willis Towers Watson, 2021).
Recruiting efficiency (Increase)
Organizations with strong EVPs are more likely to have high employee engagement (Willis Towers Watson, 2021).
Voluntary turnover is lower at organizations with strong EVPs (Willis Towers Watson, 2021).
Turnover costs (Decrease)
Recruitment costs (Decrease)
A strong EVP resonates both internally and externally
These characteristics help to retain new and existing talent by ensuring that new hires’ expectations are met, and that the EVP is experienced throughout the organization.
Aligned: In line with the organization’s purpose, vision, values, programs, and processes
Accurate: Captures the true employee experience.
Aspirational: Includes aspects of the culture and organization that are being actively worked towards.
Compelling: Emphasizes the value created for employees and is a strong motivator to join the organization.
Clear: Straightforward, simple, and easy to understand.
Comprehensive: Provides enough information to outline the true employee experience and to allow candidates to self-assess if they are a good fit.
The four-step approach to uncover, define, and implement a strong EVP
“The CTT EVP program is logical, well-designed, structured and easy to follow. It provided a practical process with templates and clear guidelines for every step of the EVP development process. From project team setup, stakeholder engagement to research, analysis, reporting and developing the creative brief, one of the biggest benefits was that they had done all the thinking. They were always one step ahead, saving us a lot of time!”
“My interactions with CTT have been exemplary. They quickly understood our business and asked insightful questions to help create, validate and execute our way forward. They are helpful and knowledgeable. I found myself completely trusting their suggestions/input really quickly”
“A strong Employer Value Proposition is fundamental to attracting and retaining good talent. Having worked very closely with Create Think Tank, CTT, we were able to develop a strong and differentiated positioning for our employer brand, helping us win the coveted “Employer of the Year” award. I valued their expertise and laser focused approach – which delivers results. I highly recommend CTT as HR transformation experts.”
‘There were refreshingly few marketing buzz words and a lot of insights. A very good partnership internally - stepping away from the traditionally heavily cognitive and cerebral process of positioning & identity and entering the world of creative and focused experimentation. And - as a welcome side effect you get a real understanding of your colleagues.’
‘If this had been pro-actively proposed by our normal communications agency, we would all have hailed it as genius. This could be the kind of session that transforms a “good” rating to an “excellent” rating for agency appraisals at the end of the year.’
‘Really interesting and a different perspective/approach to understanding organizations better! Whether it’s to re-evaluate your employer brand position or discover the best space for it, the approach makes the experience insightful and engaging! The thinking is grounded in robust theories, which helps guide your brand to its most effective position based on what you want that brand to achieve!’
Scientifically proven programs backed by tech-driven research methods rooted in disciplines of human psyche, organizational culture, and a dynamic external culture.
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Research and analyticsEmployee engagement survey | Focus groups | Internal data analysis | Employee segmentation analysis | People's analytics | Competitor analysis | Employee profile creation
StrategyTailored EVP statements | Differentiation of EVP statements | Alignment with HR policies | Stakeholder feedback | Communication plans
Monitoring and evaluationGoals and Key Performance Metrics Identification | Timelines for EVP audits | Sustainability plans
Chief Executive Officer
Chief Strategy Officer