Developing an Employee Value Proposition (EVP): A UK Employer’s Guide

As most modern SMEs know, salary alone isn’t enough anymore. While employees all want a generous salary, there are also other things on their minds. For example, our Work That Works report shows that the number one reason that someone would go ‘over and above’ in their job is because they care about the work. 

The reality for SMEs is that with talent shortages, rising expectations around flexibility and wellbeing and more opportunities than ever, top talent know they have options. The long and short of it? If you’re not giving them a clear reason to join and stay, someone else will.

Developing an Employee Value Proposition (EVP) could be that reason. It’s your promise to your people, the unique mix of culture, purpose, benefits and experience that makes your company the best place for them to thrive.

Without a strong EVP, you’re competing on salary alone. And that’s a battle you’ll rarely win.

Why a winning EVP matters for UK employers

In such a dynamic world of work, UK businesses are being forced to rethink how they attract and retain top talent. We’re not saying pay is unimportant, just that it’s no longer the only factor that drives career decisions. Many employees are looking for more, whether that’s meaningful work, flexibility or genuine support for their wellbeing.

Developing an Employee Value Proposition helps you to tell that story. It defines what makes your business a great place to work. 

Here’s why a strong EVP matters for your business: 

• Attracts the right talent – A clear EVP helps your organisation stand out and connect with people who share your values and goals.
• Improves retention: When employees understand and believe in your promise, they’re more likely to stay and grow with you.
• Builds a strong employer brand: A consistent EVP strengthens how people inside and outside your business perceive your culture.
• Clarifies your employee experience: It defines what makes working for you unique, from flexibility and growth to purpose and wellbeing.
• Increases engagement and motivation: People who feel valued and aligned with your mission are more productive and committed.
• Guides better decision-making: A strong EVP gives leaders a framework for designing policies, benefits and experiences that truly matter.
• Creates consistency across communications: From recruitment ads to internal messaging, your EVP keeps your story cohesive and authentic.
• Gives you a competitive edge: When salary isn’t the only differentiator, your EVP becomes the reason people choose you… and stay.

The link between EVP, engagement and retention

The link between your EVP and employee engagement is crystal clear. When your people truly believe in what you stand for, they’re more motivated, more creative and more invested in your success. In fact, our Work That Works report shows that out of 20 factors, job satisfaction is the strongest correlating factor for productivity.

This isn’t just about good vibes,  it’s measurable impact on productivity, innovation and retention.

A strong EVP also sets the tone from the very start. When the experience you promise in a job ad matches the reality of working in your business, you build trust. And trust is the foundation of engagement and loyalty.

An honest, consistent EVP is where great retention begins. When you deliver on your promise, your people don’t just stay, they grow, contribute and help your business thrive.

Steps to develop an Employee Value Proposition

Developing an Employee Value Proposition is a strategic process. It takes reflection, honesty and a genuine commitment to understanding what your people value most in order to get it right. 

Your EVP should be grounded in reality, shaped by your team’s experiences and aligned with your business goals. Here’s a clear, step-by-step approach to help you build an EVP that feels authentic, meaningful and ready to make an impact.

Understand your current employee experience

Before you can define what sets your business apart from the rest, you first need to  understand your reality. What is it actually like to work for your company right now? You can’t build an authentic EVP on assumptions. You need data.

Start by gathering honest feedback. Use tools like an employee value proposition survey questions template to get structured input. 

Dig into exit interview data to find out why people are leaving.  Conduct pulse checks and hold focus groups. The goal is to get an unfiltered view of your strengths and weaknesses from the people who know best: your employees.

Identify what sets your organisation apart

Once you’ve got a clear picture of your current employee experience, it’s time to see how you compare. Understanding your talent landscape helps you spot what truly sets your organisation apart.

Start by asking:

• Who are you competing with for talent? Explore their careers pages, job ads and reviews.
• What are they offering? Look at their benefits, culture messages and tone.
• How are they positioning themselves as an employer? Notice the themes in their employer brand.

This benchmarking isn’t about copying others, it’s about finding your own space. If everyone’s promoting a “fast-paced environment,” your calmer, more sustainable culture could be a strength worth celebrating.

Pair these insights with employee personas to understand what different groups in your workforce and the people you want to attract, value most. That’s how you uncover the unique, genuine aspects of your offer that no one else can match.

Align EVP with your mission and values

Your EVP doesn’t stand alone, it should be a natural extension of who you are as a business. It needs to reflect your mission, vision and values in a way that feels genuine and lived, not just written on a wall.

If your mission is to innovate, but your EVP only talks about stability, there’s a gap to close. The story you tell your people should match the experience they have every day.

Think of your EVP as the people-side of your brand. When your culture, values and employee experience are aligned, everything feels consistent. That alignment builds trust and strengthens your culture at every stage of the employee journey.

Craft clear, authentic messaging

Now it’s time to bring everything together. Take what you’ve learned and translate it into a statement that captures the heart of your employee experience.

Skip the buzzwords and corporate speak, your EVP should sound human. It needs to be simple, memorable and most importantly, true to who you are.

Start with one clear, overarching statement that sums up your promise, then support it with a few key pillars. For example, your EVP might be “Grow with us”, backed by themes like “Uncapped learning opportunities,” “A culture of feedback,” and “Promotion from within.”

Use this language consistently, on your careers page, in job ads and throughout the employee journey,  to tell a story that inspires people to join and stay.

Communicate and embed your EVP across touchpoints

An EVP can’t just live on a slide deck or a careers page, it has to be lived and felt every day. The truth is, your strategy only works when it’s brought to life through real actions, conversations and experiences.

Here’s how to make it happen:

• Recruitment marketing: Lead with your EVP. Make it the headline of your careers page and the heartbeat of your job ads.
• Onboarding: This is your first chance to prove your promise. If you talk about growth and development, show new hires their learning pathway from day one.
• Internal communications: Keep your EVP front and centre. Reinforce it in team meetings, company updates and internal channels, so it becomes part of your everyday language.
• Leadership: Your managers are the key to bringing your EVP to life. Give them the tools and confidence to live your values and deliver on your promise through their actions.

When your EVP strategy is embedded in everything you do, it stops being words and becomes culture.

Employee Value Proposition examples (UK and Global)

Seeing how other organisations have developed their Employee Value Proposition can help to spark your own ideas. 

Here are a few strong examples, from the UK and beyond, to help you understand what an authentic, effective EVP looks like in action.

• John Lewis Partnership: Their EVP is built on the unique pillar of employee ownership. The promise isn’t just a job; it’s a stake in the business. This drives a culture of exceptional customer service because the “Partners” directly benefit from the company’s success.
• Deloitte UK: A global professional services firm, their EVP focuses heavily on career development and learning. The promise is that working at Deloitte is an investment in your future, offering world-class training, global opportunities and the chance to work on complex, high-impact projects.
• NHS: The National Health Service has one of the most powerful EVPs, rooted in purpose. The core promise is the opportunity to make a tangible difference in people’s lives. While pay can be a challenge, the EVP leans heavily on the intrinsic motivation of public service and being part of something that matters.
• Innocent Drinks: Their EVP is built around a fun, quirky and ethical culture. The promise is a workplace that doesn’t take itself too seriously, combined with a strong commitment to sustainability and doing good. This attracts talent who want their work to align with their personal values.
• Global Benchmark – HubSpot: The global tech company’s EVP is famously “Grow Better.” It’s built on pillars of flexibility, autonomy and a commitment to employee growth. Their Culture Code is a masterclass in articulating an EVP, promising a workplace where people are trusted to do their best work, wherever they are.

Common mistakes when developing an EVP

An inauthentic or poorly executed EVP can do more harm than good. Avoid these common pitfalls:

• Overpromising and under-delivering: This is the cardinal sin. If you promise a culture of work-life balance but everyone is working 60-hour weeks, your EVP becomes a source of cynicism, not motivation. It must reflect reality.
• Misalignment with employee reality: Don’t let the leadership team invent an EVP in a boardroom. If it doesn’t resonate with what your employees actually experience, it will fail. This is why Step 1 (understanding the current experience) is non-negotiable.
• Lack of leadership buy-in: If your senior leaders don’t believe in and champion the EVP, nobody else will. They must model the behaviours and values it represents.
• Ignoring employee feedback: Your EVP is not a one-time project. It must evolve. Continuously gather feedback and be prepared to adapt it as your company and the market change.

How to measure the impact of your EVP

Your EVP is an investment and you need to measure its return. Track a clear set of KPIs to understand its impact.

• Retention and turnover rates: Is your EVP helping you keep the people you want to keep? Compare turnover rates before and after launching your refined EVP.
• Application rates and quality of hire: Are you attracting more applicants? Are they a better fit for your roles and culture?
• Employee engagement scores: A strong EVP should lead to higher engagement. Track this through regular surveys using a platform with employee engagement software.
• Glassdoor Sentiment and Ratings: Your online reputation is a public reflection of your EVP. Monitor what current and former employees are saying.

Develop your EVP with Employment Hero

Developing an EVP is the first step. Delivering on it every day is what matters. Employment Hero provides the tools to bring your EVP to life, turning your promises into a tangible employee experience.

From our engagement and survey tools that help you listen to your people, to our reward and recognition features that celebrate the behaviours you want to see, we help you embed your EVP into your daily operations. You can build a great culture, recognise great work and ultimately prove to your team that you deliver on what you promise.

Ready to start building a team that no one wants to leave?