Many organisations showcase their culture, values, or employee benefits on their careers pages, but that does not always translate into engaged applicants. While employers are driving hiring decisions, candidates are now more selective. They research thoroughly, compare options, and expect transparency before committing.
In this environment, even a strong Employer Value Proposition (EVP) can lose impact if it is not communicated clearly or updated to reflect what candidates value most. Since the pandemic, expectations around flexibility, wellbeing, and authenticity have become significant considerations.
This blog explores why some EVPs fall short, what today’s candidates look for, and how a strong proposition can be the difference between missed hires and securing the people who fuel growth.
What Today’s Candidates Want to See
A strong EVP is built on the fundamentals candidates really care about. This is not about brand or culture statements; your potential employees want clear evidence of what working at your organisation looks like in reality.
While priorities can vary by industry and role, several themes have become increasingly important for candidates. Key areas of focus include:
Growth and development opportunities: Clear career paths, structured training, mentorship, and internal mobility.
Flexibility: Hybrid working models, adaptable hours, and meaningful work-life balance options. According to Cpl Employee Research 2024, 60% of candidatessaid they would turn down a job if it did not meet their hybrid working needs.
Clarity on compensation: Upfront information about salary ranges and benefits before investing time in the process.
Authenticity: Real employee stories, testimonials, and visible proof points that show your EVP is genuine.
Wellbeing and mental health support: Access to counselling, Employee Assistance Programmes (EAPs), and other resources that help people thrive.
Commitment to DEI: Visible policies, clear goals, and evidence of progress on diversity, equity, and inclusion.
Sustainability and responsibility: Initiatives that show how your organisation contributes to broader social and environmental goals.
When you showcase these elements with authenticity, you build trust and attract the right people into your critical roles.
Common EVP Mistakes to Avoid
Even with the best intentions, it is easy to miss the mark when communicating your EVP. Here are common pitfalls we see and how you can avoid them.
Putting Perks Before Priorities
Priorities for candidates include career development, flexibility, and clarity around compensation and benefits. Amenities and recreational spaces offer attractive visuals for careers page and social media, but these perks tend to have little influence on a candidate’s decision to join or stay with an organisation.
Generic Values
When organisations fall back on generic or overused corporate values, these statements can feel hollow and fail to resonate. Today’s candidates look for authentic values in action.
Keeping your EVP Consistent at Every Touchpoint
Strive for consistency across key touchpoints, from job ads to interviews and onboarding. If you promise career growth in an advert but cannot explain the plan in an interview, trust can quickly erode.
Forgetting the Candidate Lens
Some EVPs are written mainly for internal audiences. They celebrate the company but do not speak to the needs of the people they are trying to hire. That disconnect can lead to high drop-off rates during the recruitment process. Weak signals around purpose, DEI, or wellbeing can have the same effect.
Nearly 90% of candidates said they had exited hiring processes due to mismatches in EVP preferences including compensation, flexibility, career pathing, and skills development.
6 Ways to Amplify Your EVP
Even a strong EVP may lose impact if it is not communicated effectively. How you share and promote your proposition is just as important as what it says.
Here are six ways to effectively amplify your EVP:
Align every channel. Job listings, careers pages, and recruiter conversations should all reflect the same EVP. Candidates may notice when the story shifts from one touchpoint to another, and inconsistency can impact trust.
Use recruiters as storytellers. Internal HR teams and external recruitment partners are often a candidate’s first real interaction with your organisation. They must understand and confidently communicate what makes your business a compelling place to work.
Leverage multiple formats. Different candidates consume information in different ways. Some may prefer detailed content on a careers site, others short-form video, or employee testimonials on social channels. Sharing the EVP story across formats makes it easier to reach the right people.
Measure and adjust. Track how well your EVP performs using conversion metrics like application numbers, interview attendance, and acceptance rates. A drop in interview attendance, for instance, might indicate a need to revisit EVP messaging or the channels being used. Small, data-informed adjustments can make a significant difference.
Develop candidate feedback loops. Where feasible, gather candidate feedback during or after the hiring journey. This not only provides real-time insight to refine messaging but also signals that their perspective is valued.
Leverage employee referral programmes. Staff who believe in your employer value proposition can be excellent advocates when it comes to referring talent.
Communicating Your EVP Effectively
The best EVPs clearly communicate the reasons why candidates should join and stay with your organisation. To make that message land, you need to communicate and reinforce your EVP consistently.
Start with research. Use employee surveys, focus groups, and exit interviews to understand what people value most. These insights provide a real picture of why employees stay and why they leave.
Put candidates first. Frame benefits in a way that speaks directly to jobseekers. Rather than saying you offer training, explain how it supports career progression or leadership opportunities.
Show, don't just tell. Real employee and leadership stories help demonstrate how your EVP reflects the day-to-day experience at your organisation.
Keep it consistent. Ensure the EVP runs through every stage of the candidate journey, from job brief to interviews to onboarding. Any gap between what is promised and what is delivered can damage trust.
The purpose of a strong EVP is to deliver the right candidates and keep them engaged throughout the hiring process. When communicated effectively, it becomes a powerful tool for attracting and engaging top talent.
Ready to attract more quality candidates? Get in touch with Cpl today.