How to Build a Winning EVP for Consumer Product Talent

In a competitive hiring landscape, your employee value proposition (EVP) is the blueprint for attracting and retaining top-tier talent.

Too many businesses still treat EVP as an afterthought. But, done right, it can become a strategic tool that not only defines your employer brand strategy but gives you a real edge in the battle for talent.

What We'll Cover:

What Is an EVP, Exactly?
Why EVP Matters More Than Ever.
How to Build an EVP That Delivers.
Next Steps for Talent Managers.

What Is an EVP, Exactly?

Your EVP is the unique promise you make as an employer to current and future employees. It’s what they get in return for their time, energy, and skills – beyond just a payslip.

A strong EVP covers five key pillars:

Compensation: Fair, transparent, and competitive pay.
Benefits: From healthcare to hybrid working.
Career: Development opportunities, upskilling, and progression.
Culture: What it's really like to work at your organisation.
Purpose: Meaningful work and shared values.

Why EVP Matters More Than Ever

According to Gartner, companies with strong EVPs can see a 70% reduction in annual turnover and are much more likely to attract top talent.

A square infographic with a lilac background, a bold number at the top, and wording in white with words bolded in yellow. The wording reads: 70% reduction in annual turnover for brands that invest in their employee value proposition.

That's why, in the consumer product space where skill shortages are undeniable, a strong EVP is no longer optional – it’s essential.

From challenger brands to global organisations, the businesses with strong employee value propositions winning talent right now are:

Leading with values and purpose.
Shouting about their people-first cultures.
Offering more than a competitive salary.

So, how can you bring those benefits into your own business?

How to Build an EVP That Delivers

If your EVP is outdated or underdeveloped, these five steps can help you create a proposition that resonates – and retains:

1. Start by Listening to Your People

Your EVP should reflect reality, not assumptions. Use surveys, stay interviews, exit interviews, and anonymous feedback platforms like Glassdoor to capture honest insights. And don’t just focus on what's working – uncover what’s missing.

Why It Matters: Employees want to feel heard. Gathering feedback demonstrates you value their input and lays the groundwork for a more authentic EVP.

2. Define and Own Your Difference

You’re not just competing with direct competitors – you’re competing with every employer offering flexibility, purpose, and growth. Identify what sets you apart through competitor benchmarking, internal workshops, or even candidate feedback from interviews.

Why It Matters: A differentiated EVP helps you stand out in saturated markets and attract candidates aligned with your mission and values.

3. Align Employer and Consumer Brands

Employees and customers alike are holding consumer brands to higher standards. If your external brand promotes sustainability, innovation, or inclusivity, your internal experience must deliver on those promises too.

Why It Matters: Misalignment can damage trust and cause both brand confusion and attrition. Consistency builds credibility.

4. Map Each EVP Pillar with Intention

Break down each component – compensation, benefits, career, culture, purpose – and outline what you currently offer, what needs improving, and how each connects to your overall talent strategy. Consider using employee personas or journey mapping to deepen relevance.

Why It Matters: Clarity gives candidates a compelling reason to join and current employees a reason to stay.

5. Communicate Your EVP – Everywhere

A strong EVP only works if people see it. From your careers page and job descriptions to onboarding packs, LinkedIn posts, and employer review sites, embed your EVP messaging consistently across your talent acquisition and employer branding touchpoints.

Why It Matters: Reinforcement breeds recognition, so make your EVP a daily part of how you talk about your brand – not just a one-off campaign.

Next Steps for Talent Managers

A strong EVP can transform your ability to attract, engage, and retain top talent – but it doesn’t build itself.

Markets shift and people change, and your EVP should evolve with them. In other words, you need to make it a living, breathing part of your talent strategy.

Need help defining or refining your EVP? Our recruiters work closely with hiring managers and internal talent teams to craft standout propositions tailored to the consumer product space. Get in touch to chat with the team.
Want to self-assess your current EVP? Download our free EVP Builder Checklist to benchmark your strategy and identify quick wins.

Frequently Asked Questions

What else do you need to know about EVP in consumer product recruitment?

Why Is a Strong EVP Important in Recruitment?

A strong EVP helps attract and retain high-quality candidates, especially in competitive markets like consumer products. It defines what sets your organisation apart and ensures you appeal to talent looking for more than just salary.

How Can I Improve My Company's EVP Without Increasing Salaries?

You can strengthen your EVP by focusing on flexible working, career development, recognition, wellbeing initiatives, and meaningful company values. These non-monetary factors are increasingly important to today’s candidates.

What Are the Key Pillars of a Compelling EVP?

A compelling EVP typically includes five pillars: compensation, benefits, career development, culture, and purpose. Together, they define the full employee experience and your promise as an employer.

How Often Should We Review Our EVP?

Review your EVP annually or whenever you undergo major changes – such as business growth, leadership shifts, or market developments. Regular updates ensure it stays relevant to evolving employee needs.

Where Should We Communicate Our EVP?

Promote your EVP across job descriptions, your careers page, social media, onboarding materials, and employee advocacy channels. Consistent visibility helps embed it into your hiring strategy and workplace culture.