7 ways to revamp your EVP in 2025 to attract and retain talent

Gone are the days when office perks like foosball tables and free lunches were enough to attract top talent. In 2025, we’re in a candidate-driven market, where skilled professionals have multiple job offers and high expectations of potential employers.

Rather than sifting through 10 great candidates, businesses are now competing to secure the best 3 - and those candidates are evaluating companies just as much as companies are evaluating them.

So what does this mean for your EVP?

Your Employer Value Proposition (EVP) is no longer a “nice-to-have.” Candidates today care more about flexibility, career growth, diversity, equity & inclusion (DEI), and company purpose than ever before.

A research from LinkedIn shows that nearly 70% of professionals would take a pay cut to work for a company with a strong mission and culture. Meanwhile, a study by PwC found that 71% of employees say job flexibility is a top priority when considering a new role.

With this shift, businesses must sell themselves to candidates - just as much as candidates must impress hiring managers. If your EVP isn’t competitive, your business risks losing top talent to companies that communicate their values, culture, and opportunities more effectively.

Here’s what you need to know when revamping your EVP for 2025:

1. Listen to your workforce (Data over assumptions)

Your EVP must be built on real employee insights - not assumptions from leadership. A study by Gartner found that only 31% of HR leaders say their EVP aligns with what employees actually value. Companies that fail to listen to employees risk offering benefits that don’t resonate, leading to disengagement and turnover.

What to do:

• Conduct regular employee engagement surveys to understand what matters most.
• Gather exit interview insights to pinpoint why employees leave.
• Pay close attention to what candidates ask for in interviews - this often highlights key EVP gaps.

2. Flexibility is no longer optional

The debate over hybrid vs. in-office work is over - candidates expect flexibility as a standard, not a perk. Research from McKinsey indicates that 87% of employees prefer a hybrid work model, and companies that enforce rigid return-to-office mandates are seeing higher attrition rates. 

On the other side of this debate, we are seeing a push to get employees back into the office. Glassdoors research shows employers will continue to have an 'unspoken rules' of corporate culture encouraging more face to face learning & in person activities. 

What to do:

• Be clear and transparent about your workplace flexibility policy in your EVP.
• Offer real flexibility - whether through hybrid models, condensed workweeks, or personalised schedules.
• Shift from “where” work happens to “how” work happens, focusing on outcomes over hours.
• If bringing employees back on-site is a priority, offer structured in-person opportunities that add value, such as leadership exposure, mentorship programs, or team innovation sessions.

3. Benchmark your EVP against competitors

If your EVP isn’t competitive, you’ll lose top candidates to companies that offer stronger benefits, career progression, and cultural alignment.

What to do:

• Conduct market research on competitor EVPs - what are they offering that you’re not?
• Partner with recruitment experts to gain insights into industry trends.
• Make sure your salary and benefits are in line with market expectations - candidates won’t settle for less.

4. Prioritizing DEI is a business imperative

Diversity, Equity, and Inclusion (DEI) cannot be treated as a checklist - it’s a key factor in employee satisfaction, innovation, and retention. Studies on LinkedIn and Glassdoor show that companies with diverse leadership teams are 35% more likely to outperform competitors, and over 76% of job seekers consider a company’s DEI commitment before accepting an offer.

What to do:

• Ensure your EVP highlights real DEI commitments, not vague statements.
• Measure and share progress on diversity initiatives.
• Foster inclusive hiring practices to attract a broader, more engaged talent pool.

5. Learning & development: the new workplace currency

Career growth is more important than salary for many professionals. A LinkedIn study found that 94% of employees would stay longer at a company that invests in their learning and development.

What to do:

• Build clear career progression pathways into your EVP.
• Offer mentorship programs, leadership training, and upskilling opportunities.
• Showcase real success stories of internal promotions and career growth in your company.

6. Employee recognition & wellbeing matter more than ever

With burnout at an all-time high, employees want to feel valued and supported. One of the most common answers our consultants get when they ask 'what made you leave your previous role' is the lack of recognition for their contributions.

What to do:

• Incorporate employee recognition programs into your EVP - celebrate big and small wins.
• Promote wellbeing initiatives like mental health resources, wellness stipends, and work-life balance policies.
• Ensure that leadership regularly acknowledges employee contributions - not just through formal awards but in daily interactions.

7. Transparency & authenticity build trust

Candidates want honest, upfront communication about a company’s values, challenges, and goals. In 2025 we have seen a huge shift  - job seekers now say they won’t apply to a company if its mission or values don’t align with their own. 

What to do:

• Be honest about challenges - candidates respect transparency.
• Ensure leadership is accessible and communicative about company direction.
• Use employee testimonials and real success stories in EVP materials.

Final thoughts

The EVP you had five years ago won’t attract the right talent today. In a market where candidates hold the power, businesses must sell themselves as employers of choice.

• Listening to what employees actually want
• Offering flexibility and career growth as standard
• Prioritizing DEI, wellbeing, and recognition
• Being transparent and authentic

Our top 3 takeaways for leaders: 

• Candidates are in control. Businesses must sell themselves to top talent, not the other way around.
• Flexibility, DEI, and career growth matter more than salary. If your EVP doesn’t reflect this, you risk losing candidates.

• Transparency and authenticity are key. Candidates want to trust the company they work for.

If you'd like to speak to the team about your hiring strategy, please reach out.