For years, organisations have proudly proclaimed, “Our people are our greatest asset.” It’s a powerful statement, but one that often falls flat in practice. Employees today are no longer convinced by corporate lip service; they expect tangible proof that their organisation values them. In an era of heightened expectations around workplace experience, wellbeing and inclusivity, a strong Employee Value Proposition (EVP) is the key to attracting, engaging, and retaining top talent. But here’s the hard truth: If your EVP doesn’t hold up, your best people will walk.

The EVP reality check: Why employees aren’t buying in

The traditional EVP model – a competitive salary, benefits, and a few workplace perks – is no longer enough. Employees today are making career decisions based on a far broader set of expectations, including purpose-driven work, inclusive environments, and opportunities for growth. In fact, research by Gartner found that only 31% of HR leaders believe their current EVP effectively meets employee needs. If leadership sees the cracks, you can bet employees do too.

So, why do so many organisations struggle with EVP? Because they focus on surface-level perks rather than genuine cultural and structural investment. Offering free coffee and gym memberships while ignoring toxic workplace cultures, lack of career progression, or poor work-life balance is like putting a band-aid on a deep wound. Employees see straight through it.

What an Effective EVP Looks Like in 2025

A high-impact EVP isn’t just about attraction; it’s about engagement and retention. To be truly compelling, your EVP must be built on five key pillars:

1. Authenticity – Employees can tell when an EVP is a marketing slogan rather than a genuine commitment. If you claim to prioritise wellbeing, but workloads are unmanageable, the disconnect will drive people away. The most effective EVPs are lived, not just written.
2. Belonging & Inclusion – Employees want to work where they feel seen, valued, and empowered. A McKinsey report highlights that employees in inclusive workplaces are 47% more likely to stay with their employer. If your EVP doesn’t embed inclusion at its core, you risk alienating diverse talent. Inclusion should not be a tick-box exercise but a fundamental part of workplace culture, ensuring that every employee, regardless of background, has access to opportunities, fair treatment, and psychological safety.
3. Career Growth & Development – A strong EVP provides a clear path for professional progression. According to LinkedIn’s 2023 Workplace Learning Report, employees at companies with high internal mobility stay nearly twice as long as those without. If you’re not investing in your people’s growth, they’ll find an organisation that will.
4. Wellbeing & Work-Life Balance – A recent study by the CIPD found that 66% of employees consider flexible working a key factor in choosing an employer. A well-crafted EVP acknowledges that employees are humans first, workers second.
5. Purpose & Meaningful Work – Increasingly, employees want their work to align with their values. Harvard Business Review reports that 90% of employees would trade a percentage of their salary for more meaningful work. Does your EVP communicate a compelling mission, or is it just another job?

Prove It or Lose Them: The Call to Action for HR Leaders

A great EVP is not just a promise – it’s an experience. Here’s how organisations can move beyond words and create an EVP that actually delivers:

• Audit your EVP – Does it align with employee expectations, or is it just a corporate slogan? Collect real feedback from employees to find gaps.
• Prioritise inclusion and equity – Employees will stay where they feel they belong. If your EVP doesn’t actively support all talent and ensure fair access to opportunities, you’re losing out. Representation, accessibility, and cultural competency should be embedded within every aspect of your EVP.
• Invest in career growth – Development isn’t a ‘nice-to-have’ – it’s a necessity. Equip employees with clear pathways for progression.
• Create a culture of wellbeing – Policies on work-life balance should be backed by leadership action, not just HR documents.
• Communicate with impact – If employees don’t know what your EVP is, it might as well not exist. Make it visible, accessible, and reinforced at every stage of the employee journey.

The EVP of the future isn’t about glossy employer branding – it’s about real, lived experiences. Organisations that fail to evolve will see top talent walk. The challenge for HR leaders is clear: stop saying you value your people. Prove it.