The importance of a strong EVP for employers in 2025

In 2025, a solid employee value proposition (EVP) is more than just a recruitment tool.

Your EVP is the unique set of benefits and experiences you offer to employees in exchange for their skills, commitment and contributions. It’s about showing employees you care about their growth, wellbeing and values. It’s the secret to attracting the best talent, keeping them engaged and creating a company culture where people feel at home and stay motivated to succeed.

Marketing functions (such as internal communications) play a central role in developing and maintaining EVPs in many businesses – leveraging their expertise in communication, market research and employer branding.

Here’s what you can do to build a strong EVP and how your marketing team can help your strategy.

Stand out in a competitive job market

Finding and keeping great talent is harder than ever. With competition for skilled workers, a clear EVP helps businesses stand out. 

A strong EVP can be the deciding factor for someone choosing between multiple job offers. Marketing teams can craft compelling EVPs that highlight what makes your company unique and why it’s the best place for candidates to grow their careers. 

Provide what employees want

In 2025, employees want more than just a salary. They’re looking for flexibility, a good work-life balance and companies that prioritise their wellbeing.

Marketing professionals can conduct market research to understand these needs and ensure the EVP aligns with them. This includes remote work options, mental health support and opportunities for professional development. By addressing these needs, you demonstrate that you value your employees as whole individuals – not just as workers – and that you’re in tune with what they care about.

Create a place people want to be

A strong EVP reflects your company’s culture. If your values and mission align with what employees are looking for, they’re more likely to be engaged and stay within the organisation. When employees feel like they belong, they work harder and stay longer. 

Marketing teams can help communicate these values effectively, creating a sense of belonging through inclusive practices, recognition programmes and a supportive work environment.

Build a strong employer brand

Your EVP isn’t just about what you offer; it’s also about how you’re seen. A great EVP helps shape your company’s image, making it one that job seekers are eager to join. On platforms like LinkedIn – where professionals often look to gauge a company’s culture – a solid EVP can make all the difference. 

Marketing teams can promote your EVP through these various channels to enhance your reputation, make your company a desirable place to work and ultimately attract top talent who are aligned with your values and goals.

Save time and money on hiring

When your EVP is strong, you’ll attract the right candidates who are more likely to stay with you long-term. This means fewer expensive and time-consuming hiring campaigns – saving your company resources in the long run. 

Marketing teams can help filter out candidates who may not be a good fit by clearly communicating the EVP, ensuring those who do apply are genuinely interested in what your company has to offer. This leads to higher retention rates and a more stable workforce.

Appeal to a more flexible workforce

More and more people are looking for flexible or contract work such as fractional Chief Marketing Officers. If your EVP includes remote options or project-based roles, you can tap into this growing pool of talent – offering the freedom that today’s workers crave. 

Marketing teams can highlight these flexible work arrangements in the EVP, attracting a diverse range of candidates who value the ability to balance their professional and personal lives.

Champion diversity and inclusion

Today’s workforce cares about diversity and inclusion (DEI), and your EVP can communicate your commitment to these values. A focus on DEI can help your company attract people who want to be part of an inclusive and supportive workplace. This includes creating policies and practices that promote equality and ensuring that all employees feel valued and respected. 

Marketing teams can emphasise your company’s commitment to DEI in the EVP, enhancing your reputation and making it a more attractive place to work for a diverse range of candidates.

Help your team stay through tough times

When the economy is uncertain, a strong EVP gives employees a reason to stay. It shows them that they’re valued, and it creates a sense of connection to the company even when things are tough. 

Employees who feel supported are more likely to ride out a tougher market with you. This support can come in many forms, such as job security, transparent communication and a focus on employee wellbeing. Marketing teams can communicate the support and stability offered by the company through the EVP, building loyalty and trust among employees. 

Enhance employee engagement

A strong EVP not only attracts candidates but also keeps them engaged. Engaged employees are more productive, innovative and committed to their work. They are more likely to go above and beyond in their roles, contributing to the overall success of the company. Marketing teams can help communicate the benefits and opportunities available to employees, creating a sense of purpose and motivation.

Support career development

Employees today are looking for opportunities to grow and develop their skills. A strong EVP should include a focus on career development, offering training programmes, mentorship opportunities and clear career progression paths. 

Marketing teams can highlight these opportunities in the EVP, showing that the company is committed to employees’ long-term success. This increases loyalty and reduces turnover.

Promote work-life balance

In 2025, work-life balance is a top priority for many employees. A strong EVP should emphasise the importance of maintaining a healthy balance between work and personal life. This can include flexible working hours, remote work options and policies that support employees’ wellbeing. Marketing teams can communicate these aspects of the EVP, attracting candidates who value a healthy work-life balance – creating a more satisfied and productive workforce.

Leverage technology

Technology is central to the modern workplace. A strong EVP should highlight how your company leverages technology to enhance the employee experience. This can include using advanced tools for communication, collaboration and project management, as well as offering opportunities for employees to learn new technologies. 

Marketing teams can showcase the company’s technological advancements in the EVP, attracting tech-savvy talent and improving overall efficiency.

Create a collaborative environment

A collaborative work environment is essential for innovation and success. A strong EVP should emphasise the importance of teamwork and collaboration within your company. This can include creating spaces that encourage collaboration, implementing team-building activities and creating a culture of open communication. 

You’re more likely to engage and motivate employees if they feel part of a supportive team. Marketing teams can highlight the collaborative culture in the EVP, making the company more attractive to candidates who value teamwork.

Recognise and reward employees

Recognition and rewards are key components of a strong EVP. Employees want to feel appreciated for their hard work and contributions. A strong EVP should include a comprehensive recognition and rewards programme that acknowledges employees’ achievements and milestones. This can include monetary rewards, public recognition and opportunities for career advancement. 

Marketing teams can help design and communicate these recognition programmes, boosting morale and encouraging continued excellence. 

Emphasising corporate social responsibility

Corporate social responsibility (CSR) is increasingly important to employees. A strong EVP should highlight your company’s commitment to social and environmental causes. This can include initiatives such as sustainability programmes, community outreach and ethical business practices. 

Marketing teams can communicate the company’s CSR initiatives in the EVP, attracting employees who share these values and are passionate about making a positive impact.

Get in touch with us today to discuss recruitment and retention strategies for your business.