5 Steps to Build a Strong EVP to Attract & Retain Top Talent

Think free lunches and gym memberships are enough to keep your employees engaged? Think again.

In 2025, the true differentiator in attracting and retaining top talent is a well-crafted Employee Value Proposition (EVP). With the workforce becoming more discerning—particularly among Gen Z and Millennials—companies must go beyond perks to address deeper employee expectations. Organizations with a strong EVP not only reduce hiring costs but also foster long-term satisfaction and commitment. A compelling EVP communicates why someone should work for you—and why they should stay.

Curious how top companies are winning the talent race? Let’s explore the essential steps to building an EVP that sets your company apart.

1. Understand What Employees Want

To build a successful EVP, start by understanding employee values. Today’s workforce prioritizes:

• Flexibility: Hybrid work and flexible hours
• Work-life balance: Mental well-being and manageable workloads
• Career development: Training, promotions, mentorship
• Culture: Diversity, purpose, and inclusion

According to LinkedIn’s 2024 Global Talent Trends, over 60% of job seekers list work-life balance as a top priority. These insights should drive your EVP framework and help you stay competitive in a talent-driven market.

2. Define Your Unique Offering

Generic EVPs fall flat. Identify what sets your organization apart:

• Competitive pay and benefits
• Clear growth paths
• Inclusive culture
• Purpose-driven work

Companies like Salesforce and HubSpot clearly define and promote their EVP pillars across hiring and onboarding. Showcasing success stories and growth journeys of existing employees can amplify the authenticity of your offering.

3. Align with Mission and Values

Employees stay longer when they believe in a company’s purpose. Align your EVP with your mission and values. When your workforce feels connected to the company’s greater mission, they are more likely to invest in their roles and remain loyal.

Take Patagonia. Its focus on environmental activism directly reflects its EVP, attracting employees who share those values. A purpose-driven EVP builds emotional connection, trust, and retention.

4. Leverage Employee Feedback

Use real feedback to shape and refine your EVP:

• Surveys
• Exit interviews
• Stay interviews

Adobe’s “Check-In” system, which replaced annual reviews with ongoing manager-employee conversations, led to higher engagement. Listening to employees regularly helps identify what’s working and what needs to evolve. Consider anonymous feedback mechanisms to encourage honest input.

5. Communicate Your EVP Effectively

Even a great EVP falls short without visibility. Promote it across

• Career sites
• Social media
• Job listings
• Onboarding content

According to Gartner, companies with a strong EVP outperform competitors in revenue and talent attraction. Use videos, employee testimonials, behind-the-scenes content, and culture blogs to bring your message to life. Make sure recruiters and hiring managers are aligned on EVP messaging to deliver a consistent candidate experience.

Leverage platforms like LinkedIn, Glassdoor, and even Instagram to visually communicate what your company stands for. Clear EVP messaging increases application rates and attracts candidates aligned with your mission.

6. Keep It Dynamic

Your EVP isn’t static. As the market and workforce evolve, so should your proposition. Review it regularly based on:

• Employee input
• Market trends
• Business goals
• Industry best practices

Organizations that treat EVP as a living strategy, rather than a one-time initiative, are more likely to adapt to change and maintain high levels of employee engagement. Revisit your EVP quarterly to assess whether it reflects both employee sentiment and strategic direction.

Conclusion

A strong EVP is essential—not optional—in 2025. In a competitive hiring landscape, companies that

• Understand employee needs
• Offer unique, mission-aligned benefits
• Act on feedback
• Communicate effectively
• Continuously improve

will lead in attracting and retaining top talent.

Take action today: Evaluate your current EVP. Where does it shine? Where can it improve? Invest in an EVP that resonates with modern workers—and sets your company apart.

A well-defined EVP builds trust, increases retention, and strengthens your employer brand in the long run. Begin building yours today to future-proof your workforce and stay ahead in the talent game.

By Alisha Fernandes

Expert in recruitment insights & marketing trends.