In a candidate‑driven market, your employee value proposition (EVP) is the answer to a simple but brutal question: “Why should I work here, rather than somewhere else?” When that answer is clear, evidenced and consistent, it becomes one of the most powerful levers you have to attract, engage and retain the right people.
This article focuses on real‑world examples, patterns and application, not theory.
In this article you’ll see:
- What makes a great EVP in practice
- Six EVP examples that work (and why)
- Common patterns in EVPs that work
- How to adapt these EVP examples to your organisation
- Developing a market‑leading EVP
- FAQs about EVP examples
What makes a great EVP in practice?
An employee value proposition is the clear, credible promise of what people get in return for their contribution — from pay and benefits to culture, development and purpose. Done well, it covers multiple pillars: culture and values, reward and benefits, careers and development, purpose and impact, and the day‑to‑day working environment.
Leading organisations also treat EVP as something lived across touchpoints — careers sites, social, job adverts, onboarding and internal communications — rather than a one‑line slogan. That’s where many businesses struggle: bold claims, little evidence and a disconnect between what’s promised and what employees actually experience.
Patterns you’ll see in the examples below
- Clarity: candidates can quickly see what’s on offer and who the organisation is for (and not for).
- Evidence: values and promises are backed up with data, stories, policies or proof points.
- Consistency: language, visuals and behaviours line up across channels and audiences.
- Distinctiveness: the EVP reflects a unique culture and strategy, not generic HR wording.
- Honesty: organisations are more transparent about benefits, flexibility, ED&I and even challenges.
Six EVP examples that work (and why)
These examples were chosen because each does something particularly well, rather than as “best overall EVPs”. They span different sectors, but all show how a focused, authentic EVP can cut through in a noisy market.
1. Best EVP for corporate values – Innocent and Strava
Innocent is a European drinks business and certified B Corp whose mission is to help people get more fruit and veg in a way that’s good for people and the planet. Its careers content foregrounds values like being commercial, responsible and natural, tying them directly to behaviours, expectations and sustainability commitments. See how Innocent shares its sustainability story and values on its careers site.
Strava is a global social platform for athletes that has deliberately positioned itself as an anti‑racist, inclusive organisation. As part of that, it publicly shares representation statistics and talks candidly about where it is, where it falls short and what it is doing to change. Explore how that narrative shows up on the Strava careers and diversity pages.
Why this EVP works
- Values are visible and specific, not just posters: sustainability and responsibility at Innocent, anti‑racism and inclusion at Strava.
- There is evidence behind the words, such as B Corp status, sustainability roles and published representation data.
- Candidates get clear “this is/isn’t for you” signals based on their stance on purpose, sustainability and equity.
- The story connects employee experience with customer and societal impact, strengthening both EVP and customer value proposition.
What you can learn
- Make your values tangible: show how they drive decisions, benefits, work and trade‑offs, rather than listing them in isolation.
- Publish real data where you can (ED&I, wellbeing, engagement) and explain the actions behind it, even if the numbers are imperfect.
- Join up EVP and customer promise — if you are exploring linking employee (EVP) and customer value (CVP) propositions, your careers story should reinforce that connection.
2. Best EVP for clear career and reward offering – Monzo
Monzo is a UK‑based digital bank known for its mobile‑first approach and strong tech culture. On its careers and job pages, it clearly sets out salary ranges, working patterns, progression frameworks and how its recruitment process works, particularly in areas like engineering. Explore this on the Monzo careers hub and linked progression frameworks.
Why this EVP works
- High transparency on pay ranges, flexibility and progression expectations reduces guesswork for candidates.
- Simple, human language and clear FAQs demystify the recruitment journey and internal career paths.
- Policies such as enhanced parental leave, hybrid options and internal sponsorship programmes for career changers align with EVP pillars around flexibility and learning.
What you can learn
- Ensure your careers pages answer core questions: pay, flexibility, benefits, learning and development, wellbeing, progression and recruitment steps.
- Where possible, share frameworks (for example, career levels or pay bands) to make expectations and opportunities explicit.
- Treat transparency itself as part of your EVP — especially in sectors where opacity on pay and process is still the norm.
3. Best EVP for consistent tone of voice – Not On The High Street
Not On The High Street is an online marketplace for creative, independent brands and makers. Its public brand voice is energetic, customer‑obsessed and imaginative, and that same style runs through its careers page, role descriptions and employee stories. You can see this in action on the Not On The High Street careers page.
Why this EVP works
- A distinctive tone of voice gives an immediate feel for the culture and the type of people who thrive there.
- Consistency between customer‑facing and employee‑facing content reinforces the idea that the same values apply internally and externally.
- The writing avoids generic corporate jargon, helping candidates self‑select based on whether they connect with the style and pace.
What you can learn
- Apply your tone of voice guidelines to employer brand content as rigorously as you do to marketing campaigns.
- Test job adverts and careers copy with employees to ensure they “sound like you” and reflect the everyday reality of working there.
- Use tone deliberately to signal culture — for example, more playful or more formal — rather than defaulting to safe, bland wording.
4. Best EVP for visual brand – Nando’s
Nando’s is an international restaurant chain famous for its peri‑peri chicken and vibrant, Afro‑Portuguese‑inspired brand. On its careers site and recruitment campaigns, it leans heavily into colourful design, real employee photography and people‑led stories that mirror the energy of its restaurants. You can see this visual EVP woven throughout the Nando’s careers site.
Why this EVP works
- The visuals match the lived culture: fun, warm, individual and people‑centred, rather than stock‑image corporate.
- Diverse colleagues and roles are visibly represented, helping candidates see themselves in the organisation.
- Stories and imagery focus on teams and progression, reinforcing that people — not just products — sit at the heart of the brand.
What you can learn
- Use real colleague images and locations wherever possible, instead of generic stock photography.
- Show a variety of roles, ages and backgrounds to give an honest picture of your workforce and opportunities.
- Ensure your recruitment visuals mirror what employees see in internal comms so there is no disconnect once people join.
5. Most compelling EVP story – Honest Burgers
Honest Burgers is a UK burger restaurant chain that has built its brand around quality ingredients, local communities and straightforward, “no‑nonsense” food. Its careers content brings this to life with a narrative about purpose, values and community, plus candid accounts of challenges and missteps the business has faced. On its recruitment pages, Honest Burgers also showcases employee videos and openly features Glassdoor scores as part of its story.
Why this EVP works
- The narrative is genuinely honest — it includes tougher times and what leaders did to address them, not just success stories.
- Multiple proof points (reviews, videos, community initiatives) help candidates trust that the EVP reflects real employee experience.
- The story creates an emotional connection by showing how people, food and neighbourhoods all fit into the company’s purpose.
What you can learn
- Don’t edit out every difficulty; explain how you responded and what you are working on improving now.
- Use employee‑generated content (videos, blogs, social posts) and review platforms as part of your EVP ecosystem.
- Carry this story into onboarding and beyond, so the promises new joiners saw in recruitment are reinforced once they arrive, supported by strong onboarding consultancy services.
6. Common patterns in EVPs that work
Across these and other leading examples, several recurring themes show up in how organisations articulate and deliver their EVP.
| EVP element | How strong examples behave |
|---|---|
| Values & culture | Clear, evidenced and visible in content, benefits, stories and decisions. |
| Reward & flexibility | Transparent, candidate‑friendly information on pay, benefits and ways of working. |
| Careers & growth | Specific pathways, frameworks and development commitments, not vague “opportunities”. |
| Tone & visuals | Consistent style and design across customer and candidate touchpoints. |
| Story & proof | Honest narrative, backed by data, reviews and employee voices across channels. |
How to review your own EVP against these patterns
- Values & culture: check whether your values are visible in real decisions, policies and stories, not just written on a slide.
- Reward & flexibility: audit how clearly you communicate benefits, flexibility and wellbeing support in job adverts and careers pages.
- Careers & growth: make sure your career development and developing‑people offers are specific, structured and easy to find.
- Tone & visuals: compare your employer brand content with your wider brand and HR strategy — are you telling one joined‑up story?
- Story & proof: map out where your EVP shows up (careers site, social, onboarding, internal comms) and how you evidence your claims at each stage. If you need support, explore our EVP consultancy services.
How to adapt these EVP examples to your organisation
Copying another brand’s slogans, visuals or benefits usually backfires — candidates notice when the experience doesn’t match the promise. The goal is to use examples as inspiration, then create something grounded in your own people, strategy and constraints.
A simple approach you can use
- Audit your current EVP touchpoints: review careers site, job adverts, interview process, onboarding and internal communications for consistency and gaps.
- Decide which pillars to emphasise: clarify whether your edge is values, development, flexibility, wellbeing, purpose or something else linked to your broader HR strategy.
- Gather evidence and stories: use surveys, interviews and data to back up claims — from benefits and learning and development to ED&I and progression outcomes.
- Align with EVP and people strategy: make sure your EVP supports your long‑term plans for creating strong leaders and developing people, not just short‑term hiring.
- Test, launch and refine: share drafts with employees and candidates, iterate, then treat your EVP as a living asset you review regularly based on feedback and outcomes.
Developing a market‑leading EVP
No organisation needs to “win at everything” on day one — the strongest EVPs start from an honest baseline and are refined over time as strategy, workforce and expectations evolve. What matters most is that your EVP captures your uniqueness — strengths, quirks and even rough edges — and that you can demonstrate that you’re closing the gap between today’s reality and tomorrow’s ambition.
If you’d like help turning these insights into a compelling EVP tailored to your organisation, talk to our consultancy team and enquire about our EVP toolkit.
FAQs about EVP examples
What is an Employee Value Proposition (EVP)?
An EVP is the defined set of benefits, experiences and opportunities employees receive in return for their skills, time and commitment, expressed as a clear promise to current and future talent. It goes beyond pay to include culture, development, purpose, flexibility and wellbeing.
What makes a good EVP example?
Strong examples are authentic, distinctive, clearly structured around a few core pillars and backed up with evidence like policies, data and stories. They also show how the EVP is lived across the employee lifecycle, from attraction and selection through to onboarding, growth and recognition.
Can small organisations create EVPs like big brands?
Yes — in fact, smaller organisations often have an advantage because they can move faster, tell more personal stories and involve employees directly in shaping the EVP. The key is focusing on your real differentiators, not trying to mirror big‑brand perks you can’t sustainably deliver.
How often should we review or update our EVP?
Most organisations benefit from revisiting their EVP formally every one to two years, or sooner after major strategic, market or workforce changes. Informal feedback loops — through surveys, listening sessions and exit data — should run continuously to flag when the EVP and reality drift apart.
How do EVP examples differ across industries?
While the core pillars are similar, sector focus varies: tech often emphasises flexibility, innovation and equity; hospitality highlights community, progression and inclusive culture; professional services lean into career development and learning. Your EVP should reflect both industry norms and where you intentionally diverge from them.
What is the difference between EVP and employer brand?
EVP is the content of the promise — what people get and what is expected of them — while employer brand is how that promise is communicated and perceived in the market. A strong employer brand tells compelling stories about your EVP; a strong EVP ensures those stories are true and sustainable.
