The Employer Value Proposition (EVP) was once heralded as the silver bullet for attracting, retaining, and engaging top talent. But as revealed in our latest HR Connect sessions, the reality is more complex. Many EVPs simply aren’t resonating. They’re too polished, too generic, or worse - completely disconnected from the actual employee experience. In today’s transparent, review-driven world, an EVP that feels fake does more harm than good.
The Problem with Most EVPs
Polished but Hollow
A slick EVP might look great on a slide deck, but if it doesn’t reflect what employees actually experience day-to-day, it quickly loses credibility. Too many businesses focus on creating aspirational messaging rather than grounding their EVP in the reality of their workplace culture.
When employees hear glossy statements that don’t reflect their reality, it creates cynicism, not engagement. Worse still, candidates who join based on misleading promises are more likely to leave, fuelling higher attrition and damaging your employer brand in the process.
Generic Promises
“We value our people.” “We’re a fast-paced environment.” “You can make a difference here.” These statements might sound good, but they say nothing specific. If your EVP could apply to any company in your industry, it’s not a differentiator. It’s wallpaper.
Generic EVPs fail to speak to the reality of your employee experience. They don’t help potential candidates decide whether your business is the right fit for them. A great EVP is both attractive and selective; it should attract the right people and repel those who won’t thrive.
Disconnected from Lived Experience
The biggest pitfall? Building the EVP in isolation. When your employer brand promises one thing, but employees live another, trust erodes. Sites like Glassdoor and LinkedIn amplify this disconnect in real-time, exposing the gaps between branding and reality.
EVPs must be tested and validated with employees before being launched externally. Without that alignment, recruitment promises will fall flat, onboarding experiences will feel disjointed, and engagement scores will drop as employees feel misled.
How to Rebuild an Authentic EVP
Build It With Employees, Not Just For Them
Your EVP should reflect the voice of your workforce, not just your HR or marketing team. Run culture workshops, listen to exit interviews, and dig into engagement survey comments. Let employees tell you what makes working at your company distinct, challenging, and meaningful.
Use this feedback to identify common themes - both the positives and the pain points. A grounded EVP acknowledges the trade-offs. It reflects what success looks like in your environment and what people need to thrive.
Activate Through Line Managers
An EVP isn’t a poster on a wall; it’s how people behave, especially leaders. Equip your line managers with the tools and language to bring your EVP to life. It’s in how they give feedback, handle 1:1s, run team meetings, and support development.
Managers are the primary lens through which employees experience your culture. If they aren’t aligned or don’t buy into the EVP, it won’t land. Invest in leadership training that connects your values to day-to-day behaviour.
Own What You’re Not
The best EVPs are brave. They attract the right people by being honest, even about the tough stuff. If your company expects high accountability or is still evolving its hybrid model, say so. You’re not trying to appeal to everyone - you’re trying to resonate deeply with the right ones.
An EVP that admits its flaws is not weak; it’s authentic. And in a talent market where jobseekers are increasingly sceptical of corporate promises, honesty is refreshing. Don’t shy away from your challenges. Frame them as opportunities for the right kind of talent to step up and make a difference.
The Business Case for Authenticity
Meaning Over Messaging
As one HR leader at our Connect session put it: "We don’t need more messaging. We need more meaning." A meaningful EVP increases trust, improves retention, and strengthens your employer brand from the inside out.
Employees want to work somewhere that aligns with their values and aspirations. They want to understand how their work matters, and how they can grow. An authentic EVP delivers that clarity. It answers the question: “Why here?” in a way that feels real.
EVP as a Strategic Lever
A strong, authentic EVP isn’t just an HR tool; it’s a business asset. It supports better hiring, accelerates onboarding, aligns teams, and reduces attrition. When done right, it becomes a strategic advantage in a tight talent market.
More than just attracting talent, a well-articulated EVP improves internal alignment. It helps leaders focus their messaging, supports internal communications, and provides a foundation for performance conversations. It’s not just about recruitment; it’s about culture.
Steps to Course-Correct Your EVP
- Audit the Gap – Compare your EVP messaging with real employee experiences.
- Simplify – Strip away jargon. Focus on what makes your culture different.
- Equip Managers – Train leaders to live the EVP consistently.
- Co-Create – Involve employees at every stage of EVP development.
- Be Bold – Say what your culture is and isn’t—transparency builds trust.
- Test Before Launch – Validate your EVP internally before taking it to market.
- Review Regularly – Revisit your EVP as the business evolves.
Conclusion
Join HR leaders who are building EVPs that actually work. Sign up for a Macildowie Connect session and discover what it takes to craft a proposition that resonates and retains.
