An employee value proposition or EVP paints a picture of a company’s employee experience. It highlights the value employers place on their employees and answers job seekers’ key employment question: What’s in it for me?
And while that question may be seemingly simple or insignificant, almost half of workers have left a job because it didn’t align with their expectations, meaning it isn’t something you should take lightly. In today’s labor market, being forthcoming about the perks, the culture, and the incentives of joining your company is key to attracting and retaining the best talent.
Simply put, if you’re interested in attracting talent that aligns with your company values and goals, you’re going to want to spruce up your organization’s EVP. So, let’s look at what makes a great employer value proposition by analyzing its main elements and successful examples from top-rated employers.
TL; DR — Key Takeaways
An employer value proposition communicates what you offer employees for joining your ranks. It’s a summary of monetary perks and intangible benefits like great culture or flexible working arrangements.
The main pillars of an EVP include compensation, work-life balance, respect, location, and stability. These elements are communicated through the company mission statement, career page, and other recruitment marketing materials.
Companies with a strong EVP enjoy lower talent attrition, higher employee engagement, easier talent acquisition, and a stronger company culture.
After analyzing eleven employee value proposition examples, we found that the best ones highlight preferred employee qualities, describe the company culture, and promote various incentives for joining the company. Examples come from top-rated employers like Canva, Spotify, and Hilton, among others.
An EVP is just one element of an employer brand, however. To truly supercharge your hiring efforts, you should also address other areas like candidate experience, recruitment marketing efficiency, and general reputation management.
What is an employee value proposition?
An employee value proposition is a summary of the benefits your company offers to potential hires.
“Benefits,” in this context,” usually refers to a combination of tangible benefits like competitive pay, paid parental leave, or a student loan payback program, and non-monetary benefits like good work-life balance, remote work, or ample opportunities for career development.
Research shows that, as a corporate branding element, a compelling EVP helps attract talent, prevent attrition, and ensure higher employee engagement.
Organizations with encouraged employees deliver better performance, with a 29% greater impact on business outcomes. A strong employer brand and external advocacy, in turn, also increase employee retention by almost 70%.
The difference between employee value proposition and employer brand
The main goal of an employee value proposition is to help businesses motivate and retain existing employees while also inspiring new candidates to join the team. This makes it an important part of an employer brand, which also includes your online presence, candidate experience, and recruitment marketing activities.
But wait — what’s the difference between EVP and employer branding? It comes down to promise vs. reputation.
Your EVP is a promise to current and potential employees of what they get in return for their work. An employer brand is a sum of your actions and principles you rely upon to deliver that promise — aka your reputation in the job market.
Say a prospective employee sees a job ad for company X. One of the listed benefits is the ability to work remotely full-time. They continue to read about the work environment and compensation plan — and get hooked. So, they apply for an open position. That’s a strong employer value proposition in action.
Now, let’s say another candidate sees an open job at your company. To learn more about your company culture, they check reviews on Glassdoor and Indeed. Then they also hop on LinkedIn to read up the latest news and browse some current employees to understand whom they’d be working with.
Having found no red flags, the candidate applies for the job. That’s employer branding doing the work for you!
Why you need an employee value proposition
An EVP acts as a magnet, attracting people who align with your corporate values, beliefs, and behaviors and then keeping them in your orbit.
Because an EVP is public, it also helps your company stay accountable to the expressed commitments when it comes to policy changes or workforce planning. Strong alignment between words and actions improves employee trust and commitment to their work, plus helps you get some other benefits.
Reduce annual employee turnover
The “Great Resignation” and “Quiet Quitting” have been major recruitment trends. Most employees are tired and disengaged from work that doesn’t offer anything meaningful to them apart from the paycheck.
Globally, over 53% of employees are likely to quit their jobs this year (which is up from 34%, according to a similar study from 2023). And while there are other factors at play, a strong EVP helps rally the people around a shared purpose that goes beyond monetary gains.
By communicating how your organization drives value for each person and the society at large, you can instill a greater sense of commitment to your workforce. This, in turn, leads to lower talent attrition.
💡 At-a-Glance: Organizations with a strong employee value proposition can reduce compensation premiums by 50% and reach 50% more talent on the labor market, according to Gartner. Moreover, an effective value proposition helps decrease annual employee turnover by 69% and increase new hire commitment by a whopping 30%!
Boots employee engagement
Less than one-quarter of employees are “actively engaged” in their work. Although they show up, few feel connected to the company’s mission and purpose and lack the motivation to go above and beyond in their work.
A company’s EVP, backed by respective corporate actions, helps increase employee engagement by showing how their daily efforts translate to tangible and intangible benefits — be it a compensation premium or faster progression up the career path.
Softer factors like greater psychological safety or people-oriented company values also increase a sense of belonging and boost loyalty and engagement.
💡 At-a-Glance: By shaping its EVP around employee feedback, the American manufacturer WD-40 managed to maintain 90% employee engagement scores for the past 22 years. During that time, the company’s compounded annual rate of shareholder returns also grew by 15%, and its revenues increased 3x.
Attract great talent
Talent attraction for some roles is never easy. For example, over 60% of CIOs believe they’ll never have enough qualified tech staff, while 64% of managers had to give extra responsibilities to existing employees because there were not enough hands on deck.
A strong value proposition is like a movie teaser. It attracts the right people who may enjoy the meaningful work, company culture, and other fun stuff you offer. It also offers candidates a better understanding of how they’d fit with the work environment and whether the offered perks match their expectations.
💡 At-a-Glance: Companies with an effective employee value proposition can reach 50% deeper into the labor market to attract candidates. Also, 20% of HRs are using their value proposition to attract more diverse candidates.
Improve company culture
Oftentimes, HR managers struggle to understand what different groups of workers want and how best to engage them. An EVP forces teams to analyze what employees value, like, and dislike about the job and make respective changes to the company culture.
💡 At-a-Glance: Analyze which factors drive employee retention and your company and how these can be highlighted in an EVP. McKinsey performed a study that revealed what those factors currently are.
What are the five pillars of a great employee value proposition?
An effective EVP explains “what’s in it for me” as a potential employee. Because an EVP is so based on how candidates perceive brands, most companies base their value proposition on these five pillars:
Compensation: Base pay, extra perks, bonuses, and stock options are all attractive, but so are non-tangible factors like “no pay gap” or “salary transparency.”
Work-life balance: Hybrid or remote work arrangements, flexible hours, paid vacation, paid mental time off — there are a lot of ways you can help your workers better recharge to avoid burnout and disengagement.
Stability: Few jobs are for life, but most employers want to be reassured that the company won’t go broke and start laying off staff en mass. They also want to trust that leadership won’t constantly change their job role and duties without offering any extra incentives in return.
Respect: Transparent communication, physiological safety, and general friendliness are important cultural factors for job applicants. Employees want to be treated with dignity no matter their age, gender, or cultural background — and great workplaces do just that.
Location: Physical location may no longer be that decisive due to remote work. However, top candidates place a high value on “local” factors like the ability to keep normal working hours in their time zone, receive benefits in their country of residence, or even take local public holidays off.
11 great employee value proposition examples
Okay, so who’s excelling with EVPs? Here are eleven employee value proposition examples of companies that understand how to communicate the benefits of joining and staying within their ranks.
1. NVIDIA’s employee value proposition example
NVIDIA is a multinational tech company, best known for producing hardware for the computing, gaming, and, most recently, AI industries. The chips and sensors NVIDIA produces help accelerate scientific research (e.g., new drug discovery), deliver 3D movies (think all your favorite Marvel series!), and create smarter products for the automotive, manufacturing, and construction industries. Its EVP perfectly reflects this innovative spirit:
Follow Your Passion. Lead a Movement.
You’ll solve some of the world’s hardest problems and discover never-before-seen ways to improve the quality of life for people everywhere. From healthcare to robots. Self-driving cars to blockbuster movies. And a growing list of new opportunities every single day.
NVIDIA
Why the EVP works: For candidates who are purpose-driven and want to help solve big global problems, NVIDIA’s dynamic and innovation-driven ethos sounds ideal. The company’s EVP indicates that although you’ll be tasked with solving tough global issues, you’ll also gain tremendous personal growth by pushing frontiers across industries and doing meaningful work for society.
2. Hilton’s employee value proposition example
Hilton has become synonymous with luxurious hotel stays. Visit any of the company’s 7,000+ properties worldwide, and you’ll receive the warmest welcome from its staff and enjoy world-class amenities.
For workers at Hilton, it’s all about a great experience, too. They’re promised exceptional benefits, meaningful personal and professional development opportunities, plus a delightful work environment.
Like many, we are in a business of people serving people. We lead with culture and are fiercely committed to creating the world’s best work environment. We know that when we invest in our Team Members, our guests and communities benefit. It is why we are committed to providing industry-leading benefits that empower Team Members to be their best selves, in and outside work, and creating meaningful personal and professional growth opportunities for all. Whether it’s making dreams of starting a family come true, providing access to life-changing travel opportunities, or ensuring a sense of family and belonging for every Team Member — this is how we make Hilton a great place to work for all.
Hilton
Why the EVP works: Hilton can get away with superlatives because they walk the talk. The brand was recognized as the “No. 1 World’s Best Workplace” by Great Place to Work and Fortune in 2023, plus appeared on more than 450 Great Place to Work lists since 2016.
The hotel chain offers fair pay, superior benefits, and a strong commitment to diversity and does a lot of social programs, including global volunteer programs, food donation initiatives, and disaster relief projects. Combined, these factors help Hilton cultivate a strong sense of purpose and commitment to retaining talent.
3. Delta Air Line’s employee value proposition example
Delta Air Lines is one of the six oldest airlines, serving over 300 destinations in 60 countries. It’s also the second-largest airline by the number of passengers carried annually and overall fleet size. So, it comes as no surprise that they’re not afraid to go big with their EVP statement either:
There are 90,000+ reasons to join Delta—every one of our employees has their own. Some of us want to explore new places. Some are here to explore their own career potential. Some are curious about other cultures, while others want to make a difference where they are. There’s a whole world out there—and another one right here within Delta. Which means that whatever keeps you climbing, you’ll discover it with us.
Delta Air Lines
Why the EVP works: The company’s EVP includes a clever reference to its current workforce size and recognizes the diversity of its staff, the differences in cultural backgrounds, personality traits, and current roles. It also unites everyone through a shared passion for exploration and making a difference.
4. PwC’s employee value proposition example
Price Water Cooper (PwC) is one of the Big Four accounting firms, offering audit, consulting, and advisory services in 152 countries. It employs some of the brightest minds at every level — from recent college graduates to former CEOs.
The organization’s EVP is a direct reflection of its key corporate values and mission:
We’re inspiring and empowering our people to change the world. Powered by the technology of today, you’ll work with diverse teams to build trust and create new client solutions in unexpected ways. The only way we can tackle the challenges of a fast-changing world is with people like you. Be a part of The New Equation.
PwC
Why the EVP works: PwC throws in a unique brand concept, The New Equation — their unique vision of the company culture and good employee profiles. It’s designed to speak to people with strong analytical and problem-solving skills, as well as proactive, result-oriented workers who’ll thrive in the high-paced work environment.
5. HubSpot’s employee value proposition example
HubSpot is one of the most popular customer relationship management (CRM) platforms and also one of the prime examples of successful, hybrid work companies. Employees can work fully remotely from the office or opt for a flex arrangement.
Among the preferred employee qualities, HubSpot emphasizes radical transparency, autonomy, and high commitment. In return, they offer high physiological safety, great pay, the option to have non-traditional work hours, unlimited vacations, and pay transparency.
Let’s grow together.
We’re building a culture at HubSpot where amazing people (like you) can do their best work. If you’re ready to grow your career and help millions of organizations grow better, you’ve come to the right place.
HubSpot
Why the EVP works: In HubSport’s own words: “We obsess over our culture just as our product. Culture to recruiting is like product to marketing.” By investing in strong employee experience, HubSpot believes it can attract the best talent and give them the opportunity to thrive personally and professionally. The above great example summarizes just that.
6. Netflix’s employee value proposition example
Netflix is everyone’s beloved “chill” platform, offering an endless stream of binge-watchable series, award-winning documentaries, and slightly ridiculous reality shows. But despite its nonchalant flair, Netflix has a rather serious EVP:
A great workplace combines exceptional colleagues and hard problems.
Netflix
Why the EVP works: At its core, Netflix is a complex tech product built by people with the exceptional technical skills needed to deliver an effortless watching experience to over 240 million subscribers. The EVP indicates that you’d get to work on unique engineering problems as an employee, but that you’d also be solving them alongside talented colleagues.
7. Strava’s employee value proposition example
Every avid runner has Strava as their tireless companion — a convenient mobile app for tracking your daily movements. Whether you’re prepping for a marathon or just want to find a new cycling buddy, Strava will hook you up with the data and the community you need to have fun.
As the largest sports community in the world, Strava is committed to inspiring, connecting, and bringing joy to athletes. If you’re up for that challenge – and want to join a passionate team that will support you along the way – we’d love to hear from you.
Strava
Why the EVP works: Strava was built by two passionate sportsmen for people just like them. This EVP is a great encapsulation of the company’s passion for serving athletes. It also indicates Strava’s broader commitment to diversity and inclusion. The company has a very sharp stance on anti-racism and openly shares its stats on diversity and equity on its career page.
Sharing DEI data publicly can encourage more applications from minority groups and increase your talent pool.
8. Honest Burger’s employee value proposition example
Honest Burger is a British fast food chain serving burgers and chips from locally sourced ingredients “always fresh, never frozen.“ The restaurant prioritizes transparency. They promise to never compromise on the quality of ingredients — and expect their employees to demonstrate integrity, too.
Our mission is simple, but not easy. We aim to deliver those memorable dining experiences and every customer leaving with a smile. Our home…your Honest. If this sounds like your kind of place, why not come and join us?
Honest Burger
Why the EVP works: Working at a burger joint may not sound thrilling, but Honest Burger bribes candidates with unpretentious sincerity. The job may not be the easiest, and there are customers to deal with, but they love supporting local communities and offering employees the ability to run culinary experiments (aka invent their own recipes for the restos).
9. Trader Joe’s employee value proposition example
Trader Joe’s is an American grocery chain of 560+ stores, founded by the OG trader Joe Coulombe in the late 1960s. On the shelves, you’ll find a great selection of organic, private-label, and discounted products. In the back office, you’ll see minimal packaging waste and sustainable food handling practices — 99.5% of all goods get sold, donated to food recovery partners, or composted.
Their EVP:
As a member of the Crew, you do a little of everything—and handle a lot. So does everyone along with you. From running the register, to stocking shelves, to creating a beautiful display; all while making sure that every customer has a fun, friendly, and informative shopping experience.
Trader Joe’s
Why the EVP works: Joe Coulombe once said, “We are not a conventional grocery store. We’re closer to the fashion business than the supermarket business.” Trader Joe’s is well known for its elaborate displays and inventive selection of seasonal goods. The same applies to its workforce: The company expects creativity, competency, and a lighthearted demeanor from its staff, as well as strong teamwork and communication skills. And this EVP sums it up best.
10. Spotfiy’s employee value proposition example
While many companies opted for a one-liner, Spotify created an entire ballad about their employee value prop. Documented in the company’s Band Manifesto are the values, beliefs, and mission statements Spotify expects its employees to share.
The company is very vocal about the behaviors they’re trying to cultivate and the rewards employees get in return — from continuous development opportunities to lavish caregiver support and flexible public holidays.
We believe in maintaining that relentlessly resourceful start-up spirit. Complacency is our enemy. We take smart risks and set the bar high as we continually think, build, ship, and tweak. We strive to stay receptive and flexible, adapting and acting on what we observe. We work hard to find the best way to get things done, even if it’s not the most obvious way. And then we do it again and again.
Spotify
Why the EVP works: Spotify is very precise in describing the qualities of an ideal employee while also “selling” their environment of self-driven, task-oriented, and creative work. Ample music-related references and puns make their message even more appealing to music lovers.
11. Canva’s employee value proposition example
Even the most artistically challenged person feels like a true artist with Canva, an intuitive online design app. The company is all about teaching the world how to create better graphical art faster — be it a social media post or a new book cover.
Their EVP both describes the company mission and indicates great employee development possibilities.
Join our mission to empower the world to design.
Our community is already creating over 200 designs every second, but we’re just 1% of the way to our mission to empower the world to design. If you’re looking to design your dream career, have endless opportunities to grow, and work with a bunch of legends — come and join us.
Canva
Why the EVP works: Canva topped the “Fast Company’s Best Workplaces for Innovators” list in 2023 for championing diversity, career advancement for female engineers, and paying employees to pursue other interests outside of work. The EVP indicates Canva’s strong focus on employee coaching, plus “learning from legends” like author and Chief Product Evangelist Guy Kawasaki, one of the youngest female CEOs of a unicorn tech startup Melanie Perkins, and a bunch of other talented people.
Tips for creating a compelling EVP
Hopefully, you’re starting to understand how a good employee value proposition attracts the right talent and ensures strong employee engagement. While you’re feeling inspired, here are some tips to create or refresh your company’s employee value proposition:
Collect feedback from employees. Run a quick survey about current employees’ perception of your company culture and satisfaction with the perks. The results may help you find some misalignments between what you offer vs. what employees care about. Studies show that to be effective, the EVP message has to be consistent (i.e., always highlight the same terms and conditions of the working relationship) and shared regularly with employees.
Make your EVP human-centric, not corporate-y. Your goal isn’t to boast or brag about corporate achievements but to champion the people behind them. List the qualities you value in your current employees. Talk about the key cultural pillars and behaviors that make people successful in their roles. Then top it up with your “promises” — competitive pay, individual growth, flexible work, etc. A good employee value proposition is a combination of material benefits, growth and development opportunities, connection and community, plus meaning and purpose.
Align your EVP with your employer brand. Your EVP messaging will have a prominent spot on your company career page. Beyond that, it should be repeated and reinforced in other recruitment marketing activities — employee interviews, day-to-day behind-the-scenes on social media, corporate updates on workforce development programs, and so on. Be clear and consistent.
Update your EVP regularly. Corporate cultures evolve, and so do market conditions. If you’ve recently had to lay off a ton of people, saying that you “value your staff” will sound hypocritical. Regularly review your EVP to make sure it stays relevant and reflective of the company’s growth course.
Attract and retain the right candidates
Your employee value proposition is how your company will initially hook and eventually retain great talent. It’s also a reflection of how you understand employee needs and effectively deliver on their expectations.
As you look through these employee value proposition examples and start creating your own EVP, remember that it’s a living communication tool for your employer branding. Attitudes towards work could change drastically again in the next five years (or, at this rate, in the next year!). When that happens, you’ll need a good employee value proposition to match their way of thinking.
If you’re looking for other ways to prioritize candidate experience and attract talent with the right skills, check out Toggl Hire’s all-in-one skills assessment platform. Using skills assessment tests allows you to hire people faster and smarter by incorporating data-backed screening methods into your recruitment funnel — all factors that make you more attractive in the eyes of potential employees.
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Elena is a freelance writer, producing journalist-style content that doesn’t leave the reader asking “so what." From the future of work to the latest technology trends, she loves exploring new subjects to produce compelling and culturally relevant narratives for brands. In her corporate life, Elena successfully managed remote freelance teams and coached junior marketers.
