Employee Value

How to Attract and
Retain Employees

What is the Employee
Value Proposition?

The EVP is how the labor market and employees perceive the value they gain by working in an organization. The EVP comprises five attributes:

  1. Rewards: Includes compensation, health and retirement benefits, and vacation
  2. Work: Includes job-interest alignment and work-life balance 
  3. Organization: Includes market position, product/service quality, and social responsibility
  4. Opportunity: Includes career opportunities, development opportunities, and organization growth rate
  5. People: Includes manager quality, coworker quality, senior leadership reputation, and camaraderie

We knew we needed to get more competitive with our employee base to remain relevant in the market.”

Kim Nowell
Chief People Officer,
Ingram Barge

Many EVPs

An effective EVP facilitates recruiting and builds employee retention. Companies are under pressure to optimize their EVP, yet many employers find their EVPs are ineffective or difficult to maintain because they:

  • Comprise the wrong attributes: Organizations invest in less important EVP attributes.
  • Do not differentiate from competitors: The labor market perceives minimal variation in the EVPs of companies with similar offerings.
  • Fail to deliver: A mismatch between the EVP's promise and reality significantly reduces employee commitment.

EVP Approach

Organizations that present an authentic, differentiated EVP can better retain current employees and become an employer of choice in the labor market. Best-in-class companies employ a four-step process to optimize their EVP through:

  1. Research: Conduct quantitative and qualitative analysis of perceptions and priorities. 
  2. Design: Build a compelling, credible EVP that showcases and differentiates company strengths.
  3. Implement: Deploy the EVP by identifying improvement opportunities and promoting the EVP.
  4. Measure: Set up mechanisms to track impact of EVP improvements

The Benefits of
A Strong EVP

Companies that invest in developing and delivering a strong employment value propositions can secure significant talent attraction and employee engagement benefits:

When job candidates view an EVP as attractive, the organization can:

  • Reduce the compensation premium needed to hire these employees by 50%
  • Reach 50% deeper into the labor market to attract passive candidates 

Organizations that effectively deliver on their EVP can:

  • Decrease annual employee turnover by 69% 
  • Increase new hire commitment by 29%

The Product

Solutions for
Human Resources

Build a Human Resources function for the future with CEB, now Gartner. We uncover best-practice approaches to solve your mission-critical priorities and build frameworks and tools to help you understand and apply the insights.

Our case studies, tools, diagnostics, and training will help you to improve the effectiveness of your HR function, create a high-performing culture, build your leadership bench, and more...

With CEB's exit survey, we get more candid feedback from departing employees than if we were conducting exit interviews in house.”

Kristen Husby
Vice President HR and Organizational Effectiveness

Meet the Experts

Meet the Experts behind our Employee Value Proposition expertise.

Aaron McEwan

Advisory Leader,
Human Resources Practice

Read Biography

Brian Kropp

Practice Leader,
Human Resources Practice

Read Biography

Case Studies

Mattel applied CEB's best practice frameworks and advisory support to define its employee value proposition.

BDO’s international HR group needed to create a compelling end-to-end employee value proposition.

Decision Making Tools


EVP Design Presentation

This customizable presentation template with speaker notes helps you summarize and present your EVP design to internal stakeholders.


Preparing Your EVP

Key trends impacting the EVP, and how to get ahead of them with three strategies for attracting and retaining talent.


Segmented EVP Generator

This tool guides you in selecting segments of your workforce, and customizing your core EVP across those segments.

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“Our CEB membership directly informed how we defined and articulated our new global EVP.”

Phil Hodges
Director of Corporate Staffing