If you’ve ever read a careers page and rolled your eyes at a vague promise like “we’re a family”, you already know why a real, well-crafted Employer Value Proposition (EVP) matters.

Because when it’s done right, your EVP becomes your magnet: pulling in the right people, making them want to stick around, and giving your whole employer brand some backbone.

Let’s break down how to create an EVP that works — and how to actually show it off, instead of just typing it into a Google Doc and calling it a day.

After watching, keep scrolling for a detailed breakdown!

First, What Even Is an EVP?

An Employer Value Proposition is basically your answer to:

“Why would someone want to work here instead of anywhere else?”

It’s the unique mix of stuff you offer your employees — yep, salaries and perks, but also the vibes, the culture, the growth opportunities, and the mission.

Your EVP is the heart of your employer brand. It’s what makes you, you… as an employer.

Why It Matters (Spoiler: It’s Not Just for Big Brands)

A solid EVP does more than make your recruitment marketing look good:

• It attracts (and keeps) great people – Companies with a strong EVP have way lower turnover rates.
• It builds your reputation – Internally and externally. Employees talk. So do Glassdoor reviews.
• It boosts performance – Motivated people do better work. Period.
• It creates alignment – People who believe in what you’re doing will go all in.
• It levels the playing field – For smaller companies, a killer EVP can help you compete with the big guys (without having to match their salaries).

So How Do You Create One?

Here’s the step-by-step — no buzzwords, no BS:

1. Get Honest About What You Offer

Before you write a single word, dig into:

• What your team actually values

• The real benefits you offer (not just what’s written in HR docs)

• What sets you apart from your competitors (and no, “great culture” isn’t enough)

Also, revisit your values and vision—your EVP should reflect them. It’s not just about perks; it’s about purpose.

Pro tip: Talk to your people. Ask them what made them join, what keeps them here, and what they’d change. Goldmine.

2. Craft Your Statement

Now, turn those insights into a single, clear message. Think of it like a dating profile for your company – but honest and not cringey.

• Keep it simple. Keep it human.
• Avoid buzzwords like “synergy” and “dynamic culture.”
•  Back it up with real examples. Got a professional development budget? Say how much. Offer hybrid work? Spell it out.

It should answer:

“What’s in it for me if I work here?”

3. Sense Check It

This is where you reality-check what you’ve written.

Ask:

• Does this reflect what people actually experience here?

• Is it specific enough to attract the right candidates (and maybe repel the wrong ones)?

• Can we deliver on all of this?

Gather feedback from employees. Use onboarding, exit interviews, pulse surveys—whatever works. Then tweak accordingly.

And remember: your EVP is a living thing. It should evolve with your company.

4. Show It Off

A killer EVP doesn’t live in a PDF. You need to broadcast it everywhere—and not just with words.

Use it in:

• Job ads

• Careers page copy

• Social posts

• Onboarding kits

• Internal comms

And definitely show it in video. (This is where EditMate comes in.)

The easiest way? Get your employees on camera. Not with scripts—just candid, behind-the-scenes moments.

Ask them why they joined, what they love, or what a day in their life looks like.

Authentic, lo-fi, real.

Then, let us edit it into professional, share-ready, on-brand content you can use across every channel.

TL;DR: Your EVP Should Be Real, Relatable, and Repeated Often

If you want to attract talent that gets you, you need to be clear about what you’re offering. Build it from the inside out. Keep it human. And use video to make it come alive.

Want help capturing your EVP in a way that’s not boring or generic?

That’s our thing. Let’s talk!