Why ESG Matters to the Next Generation
22 Jul, 2025
If your EVP is free pizza and a pool table, you don’t have one.
Your Employee Value Proposition – or EVP – is not a list of perks. It’s not a marketing slogan. And it’s not something you add at the last minute when posting a job.
A clear EVP defines why someone would choose to join your organisation, contribute their energy, and stay. It captures what you stand for, what you offer, and what you expect in return.
And in today’s competitive market – particularly for mid- to senior-level hires – not having one isn’t just a gap. It’s a risk.
1. What a real EVP is – and what it isn’t
A credible EVP has very little to do with headline benefits. Remote working, wellbeing support, and early finishes on a Friday might get attention – but they’re not enough to sustain engagement or performance. They’re expected, not exceptional.
A meaningful EVP addresses:
Purpose – what the organisation exists to do, and why it matters
Progression – how individuals grow, learn, and contribute over time
Culture – how decisions are made, how people relate, how leadership shows up
Reward – what’s offered in exchange for talent, energy, and commitment
It’s not a one-pager or a poster – it’s a living expression of how your organisation works and why it’s worth joining.
2. Why clarity beats charisma
In the absence of a defined EVP, hiring managers tend to rely on charisma, instinct, or generic narratives to “sell” the business. That might work occasionally – but it creates inconsistency, confusion, and often a mismatch between what’s promised and what’s delivered.
A clear EVP does three things:
Aligns messaging across job ads, social content, careers pages, and interviews
Sets expectations for how people are treated, challenged, and supported
Differentiates your offer from other businesses with similar salaries and job titles
Venn’s platform supports this alignment by providing a structured, brand-consistent space where the EVP can be made visible – from the homepage of your careers site to the framing of individual roles.
3. Don’t get on a rocket if you don’t want to go to the moon
A well-defined EVP isn’t just about attraction – it’s about fit. It helps candidates self-select. It shows what the journey looks like and what’s expected along the way.
That’s why the strongest EVPs are honest. They don’t gloss over the tough parts or try to be all things to all people. They give candidates a clear view of where they’re headed — and invite the right people on board.
At Fernly, we often say: “Don’t over-polish. Say something real – and back it up.” The goal isn’t perfection. It’s integrity.
Where Venn and Fernly support
Venn Digital gives employers a platform to present their EVP with clarity and consistency. From structured content blocks to integrated job listings, the EVP isn’t hidden – it’s central to the user experience.
Fernly, as Venn’s strategic partner, works with clients to define their EVP, translate it into a credible voice and message structure, and support internal teams to apply it across platforms, content, and campaigns.
Final thought
In a market where candidates have choices, the most important question “Why should I choose you?” isn’t necessarily being asked by the employer, it’s being asked by the right candidate.
If you don’t define your EVP, others will define it for you – or worse, they’ll never find it at all.
This blog is part of a nine-part series designed to help employers attract, engage and convert better talent.
If you'd like support applying these ideas, you can enquire directly about our core package – and build from there. That might include strategy, content, or even video and photography through our creative partners.
