Your EVP statement can be a crucial differentiator against competitors, attracting the talent you desire while continuing to inspire your current employees.
Each EVP statement is of course unique to the individual business, its mission, values and purpose. It must be authentic and cover all aspects of the employee experience and culture within.
How to write your EVP
When crafting your statement you must frame it from the employee’s perspective, explaining clearly what they gain from joining your company and what sets you apart from competitors.
You must reflect inclusivity with a universal message which appeals to a wide range of suitable candidates and outline a future of opportunities for making an impact and developing your career.
It can be expressed as a single statement, a number of statements or a narrative which encapsulates the spirit of the business and reasons for a sense of belonging. Above all, your EVP story must be compelling and memorable.
Blue Goose has crafted EVP strategies and narratives for multiple brands across many sectors. Below we highlight some of the best EVP examples we’ve seen and helped create.
Best EVP examples
Airbnb
Key statement: ‘At Airbnb, we care. We’re allies, advocates, teachers, students, guests and Hosts from all walks of life. Through creativity and innovation we make simple, useful products that bring us closer together.’
Airbnb also split their EVP into three sections reflecting inclusivity, flexibility, belonging and purpose.
- Live and Work Anywhere
We know there is no one-size-fits-all approach to work. That’s why we give our employees the flexibility to live and work anywhere in the world where regulations allow—while still providing them with opportunities to connect in person. - We Welcome You
Creating connection and belonging in the world begins with a workplace where you’re both welcomed and empowered to be your authentic self, so you can deliver your best work. We’re committed to ensuring Airbnb is a place where people of all backgrounds, identities, and experiences can thrive. - Make An Impact
Join our global creative community, where passion and collaboration drive innovation to make products that impact the world. Work alongside industry-leading talent and be part of our vibrant network, encompassing people from all walks of life.
Nike
Key statement: ‘Make Moments’
Nike deliver their EVP in a visually compelling way with bold, punchy statements, backed up by employee stories.
Statements such as:
- Accomplish more together
- Have a positive impact
- Make it even better
- Have a good idea and be bold
- Be the best person you can be
- Never the same, always Nike
Co-op
Key statement: ‘A different way’
Blue Goose developed a new EVP, which for the Co-op is a ‘Colleague Value Proposition‘, reflecting its unique colleague members scheme. The proposition was developed for current and future employees articulating what’s unique and compelling about the colleague experience.
Co-op presents its EVP narrative as:
‘At Co-op, we’re proud to do things a different way. We’re owned by over 5 million members, and we give our profits back to them and their communities. A career with Co-op gives you the opportunity to do work that matters.’
This is supported but other statements throughout its Careers section such as:
‘On Your side- Everyone’s welcome at Co-op. Every colleague has a voice and the chance to grow. We’ll always look out for you, and we’ll reward you for playing your part in our success.’
And: ‘It’s what we do – Join a business that’s focused on making a difference. Everything we do as a business helps build a fairer world for our members, customers, colleagues and communities.’
Netflix
Key statement: ‘The best work of our lives’
Netflix’s employer value proposition centres on creating a high-performance culture where exceptional individuals work together to solve challenging problems. They emphasise five key principles:
- encouraging employee decision-making
- open information sharing
- direct communication
- retaining only highly effective people
- avoiding excessive rules
Netflix also clearly states it future vision and ambition outlining the opportunity for employees to create success:
‘Netflix has come a long way since we mailed our first DVD in 1998. But we’re nowhere close to where we want to be in the future. It’s why we care so much about the Dream Team, putting people over process and creating an environment where everyone feels a sense of responsibility to make us better. We believe this approach is the surest path to excellence and long term success.’
HubSpot
Key statement: ‘Let’s Grow Together’
HubSpot communicate their EVP narrative through the voice of their employees. Expressing this as ‘when people ask what it’s like to work at HubSpot you’ll often hear the same few sentiments:
- There’s no inner circle
- Everyone’s empowered to work autonomously
- Diverse perspectives are celebrated
- Employees are treated like people, not line items
HubSpot also project a future vision where their EVP continues to evolve:
‘We’re building a culture where personal and professional growth are just as important as business growth. That’s why we created the HubSpot Culture Code. It shares our key values, like HEART — humble, empathetic, adaptable, remarkable, and transparent.’
You can read more examples of EVP created by blue goose for brands here.
