Employee Value Proposition: What It Is and Examples to Inspire Your Strategy 

 A good salary might get employees through the door, but it won’t keep them. People stay for growth, purpose, and a workplace that genuinely values their well-being.

A well-defined employee value proposition (EVP) helps organizations stand out, making them a place where people want to work — and stay. It’s not just about perks or pay but about the culture, values, and experiences that shape daily work life.

Companies that take the time to define and communicate a strong EVP don’t just attract talent — they retain it. Employees who feel a strong connection to their workplace are more likely to stay, contribute meaningfully, and advocate for the company.

Here’s how to craft an EVP that does more than just fill open roles — it builds a workplace where people thrive.

Why a strong EVP matters

A compelling EVP gives employees a reason to choose and commit to your company. It’s the difference between a transactional job and a fulfilling career.

1. It lowers turnover

Employees who feel valued are more likely to stay. According to a Great Place To Work® study, companies that focus on employee experience see turnover rates that are 51% lower than the industry average. A compelling EVP clarifies why people should commit to your organization for the long term. 

Consider the impact: Replacing an employee can cost between 50% and 200% of their salary, depending on the role. That includes hiring, onboarding, lost productivity, and the cultural impact of turnover. A strong employee value proposition minimizes these disruptions.

2. It creates a stronger company culture

Employees who align with a company’s mission and values are more engaged and productive. A well-crafted EVP fosters motivation, making people feel like they belong to something bigger than themselves.

Companies with high engagement rates report higher profitability, better customer satisfaction, and greater innovation. That’s because engaged employees go beyond the basics — they bring energy and new ideas to the table.

3. It reduces hiring costs

Recruitment is expensive. When employees leave, companies must spend on job postings, interviews, and training. A well-defined employee value proposition attracts candidates who fit the company’s culture, reducing hiring cycles and increasing retention.

A compelling EVP also improves hiring efficiency. When potential candidates already understand and connect with your company’s mission, recruitment becomes about mutual alignment, not just filling vacancies.

4. It helps you stand out

Job seekers have options. They’re not just comparing salaries — they’re evaluating work environments, flexibility, purpose, and growth opportunities. An EVP that highlights what makes your company unique — whether it’s sustainability, career mobility, or trust-based leadership — gives you an edge.

In today’s market, where employees are rethinking their priorities, a strong employee value proposition signals authenticity and commitment to employee well-being.

In our 2023 study, we captured sentiments from over 4,400 employeesat typical U.S. workplaces. We asked respondents if knowing a workplace has been endorsed as a great place to work by its employees makes them more likely to want to work there.

The results were clear: People were 15 times more likely to choose a company knowing it was endorsed by employees as a great workplace. 

That’s three out of four U.S. job seekers who said they’re more likely to choose a company that is Great Place To Work Certified™.

Employee Value Proposition examples

A well-crafted EVP doesn’t just sit in an internal HR document — it’s woven into company culture and public messaging.

Here are a few companies that have used their employee value proposition to stand out:

Atlassian: The power of employer branding

Atlassian, a company recognized by Great Place To Work, built its EVP by focusing on teamwork, transparency, and purpose. They crafted a strong employer brand by:

1. Defining their EVP around collaboration and employee experience
2. Creating authentic content showcasing employee stories
3. Measuring success through key performance indicators like retention and engagement

Atlassian understands that a strong employer brand isn’t just about recruitment — it’s about retaining and engaging employees long-term. Its EVP isn’t a slogan; it’s reflected in its leadership style, internal culture, and external messaging.

A Purpose-driven approach

Many companies now integrate social impact into their EVP. Research shows that 63% of consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs. 

Companies that emphasize their commitment to sustainability, social responsibility, and ethical leadership attract employees who share those values. This alignment not only boosts recruitment but also enhances workplace satisfaction and retention.

Flexibility and trust

You Need A Budget (YNAB), a Great Place To Work Certified™ company, has built an EVP centered on trust, flexibility, and professional development. Its remote-first work environment, four-day workweek, and emphasis on meaningful collaboration make it a standout employer.

YNAB’s EVP is deeply rooted in its core value manifesto, which prioritizes:

• A culture of helpfulness — teaching and supporting one another

• Humble confidence — encouraging continuous learning without arrogance

• Kindness in communication — ensuring that discussions are constructive and respectful

• Growth mindset — valuing adaptability and the ability to change one’'s mind

Its approach to work-life balance is just as thoughtful. YNAB embraces remote work, flexible hours, and a generous vacation policy — including a two-week company-wide break every December. Its EVP isn’t just about attracting talent; it’s about ensuring employees thrive.

YNAB’s commitment to work-life integration, professional growth, and genuine kindness makes them it a top choice for talent looking for a workplace where they feel truly valued.

Commitment to employee well-being

Companies recognized for their mental health programs, wellness benefits, and work-life balance initiatives create environments where employees feel supported.

Wellness isn’t just a perk — it’s a key part of retention. Companies that invest in mental health support, parental leave, and flexible work policies reduce burnout and improve employee satisfaction.

Scalability and employee autonomy

Tremendous, a rapidly growing SMB based in New York City, has built its employee value proposition around autonomy, flexibility, and strong financial health. As a profitable company that operates without outside investors, Tremendous ensures long-term stability while maintaining a fast-paced, innovative culture.

Their Its EVP highlights:

• Remote-first culture — Employees can work from anywhere, with collaboration hours to maintain team alignment.

• Meeting-light work environment —Instead of spending hours in meetings, employees enjoy uninterrupted deep work time, allowing them to focus on problem-solving.

• Competitive compensation — Tremendous pays at the top of the market and offers equity packages that reflect their commitment to employee wealth-building.

• Work-life balance —Employees receive unlimited vacation, three months of parental leave, and semi-annual offsites to foster team connection.

Tremendous has positioned itself as an employer of choice for professionals seeking flexibility, meaningful work, and a culture of trust and ownership. Its commitment to scalability without sacrificing work-life balance makes it a standout in the SMB space.

How to craft your EVP

A strong EVP doesn’t happen by accident. It requires listening, defining key pillars, and continuously refining the message.

Step 1: Understand what employees value

Before shaping your EVP, listen to your people. Run engagement surveys, host focus groups, and analyze exit interviews to identify what employees appreciate and where gaps exist.

Example: Nissan built its EVP by actively listening to employees. Jeremie Papin, chairperson for Nissan Americas, explained, “Their voice shapes our culture. Their purpose strengthens our communities.”

Organizations that prioritize employee listening programs create EVPs that truly reflect what their workforce values.

Step 2: Define your EVP pillars

A strong EVP includes a few core elements:

• Culture: What are your company’s values, mission, and leadership style?

• Compensation & benefits: Beyond salary, what perks, leave policies, and wellness initiatives make your company stand out?

• Career development: How does your organization invest in employees’ growth?

• Purpose: What larger mission or impact connects employees to their work?

Each pillar should be clear, specific, and backed by real actions — not just aspirational statements.

Step 3: Communicate your EVP clearly

Your EVP isn’t just for HR — it should be woven into job descriptions, social media, internal messaging, and leadership communications.

Example: Atlassian partners with Great Place To Work to communicate its EVP. By sharing real employee experiences, they attract candidates who align with their values.

Companies should use employee testimonials, videos, and behind-the-scenes content to showcase their EVP authentically.

Step 4: Keep refining your EVP

An EVP isn’t static — it should evolve as employee expectations shift. Regularly review engagement metrics, gather feedback via employee surveys, and adjust messaging to keep it relevant.

The role of Great Place To Work Certification in enhancing your EVP

Achieving Great Place To Work Certification™ is a powerful endorsement of your company's commitment to a positive employee experience. This certification is based on direct feedback from employees, reflecting their genuine experiences and perceptions of the workplace.

Claire Hastwell