If You’re Struggling to Attract the Right People, I’ll Help You Define Why They Should Choose You
Clarifying your Employer Value Proposition (EVP) - attract better candidates, faster.
Why You Might Need This
You might have a great story to tell, but the people you’d love to hire don’t hear it.
Maybe your job ads sound like everyone else’s, or your careers site doesn’t reflect what it’s really like to work for you.
When that happens, great candidates scroll past, and recruitment gets harder and more expensive.That’s where I come in.
I’ll help you define your Employer Value Proposition - your Reason Why - so the right people see you, believe you and choose you.
What I Offer
1) Discovery and Insight
I start by uncovering what makes your organisation genuinely different.
Through interviews, workshops, focus groups and a review of what you already know, I’ll help you see what really drives your people and how candidates currently perceive you.
Together, we’ll identify:
-
What’s truly distinctive about working for you
-
What keeps people motivated and proud
-
What candidates think - and don’t yet know - about you
-
The language and culture that define your organisation
2) Definition and Narrative
Using those insights, I’ll shape a clear Employer Value Proposition that’s:
-
Distinctive: it stands out from competitors
-
Attractive: it speaks to what your audiences value most
-
Realistic: it sets expectations you can deliver
-
Consistent: it ties together all your messaging
You’ll get your EVP in both summary and long-form versions, including your EVP statement, brand model and narrative.
It becomes a practical foundation for every job listing, careers page and conversation about what makes you different.
3) Activation and Next Steps
Finally, I’ll show you how to bring your EVP to life, with clear, practical recommendations on where and how to apply it. You’ll know exactly what to prioritise, what’s quick to do, and what will make the biggest impact.
What You’ll Get
-
Your EVP, clearly defined: ready to use in recruitment and employer branding
-
Evidence and insights: the data and stories that prove why people choose you
-
Activation plan: simple, prioritised actions to turn clarity into results
You’ll walk away knowing exactly what to say - and the confidence to say it consistently.
Pricing Guide
Up to 100 people: £1,500–£3,000
Up to 250 people: ~£4,000
Up to 1,000 people: ~£6,000
Up to 2,500 people: ~£8,000
Smaller organisations often move faster, with outputs ready within 4–8 weeks
Why I Do This
I’ve seen too many brilliant organisations undersell themselves. Places where people love working, but where the story doesn’t get told clearly enough.
That’s why I help leaders find and express their Reason Why: the clarity that makes the right people want to join and stay.
Ready to Define Why People Should Choose You?
If you know attraction is critical to your success, let’s talk. I’ll help you define what makes people choose you and use it to hire smarter, faster,and better.
Book a free - no-obligation - discovery chat, explore our introductory offers, or download our guide to Agile EVPs.
EVP CASE STUDY: Active Care Group
"It's not what I expected ... but I recognise our organisation in it. It feels balanced, it's the reality, it's honest"
"There's so much positive messaging in this"
"This IS what our people say"
"There's some lovely language, it picks up on the small things we do too"
Active Care Group wanted to develop their Employer Value Proposition.
​
Care is a hard sector in which to recruit and retain staff. Society hugely values the work carers do. It is hard, demanding, relentless, and important, yet often less well-paid than more menial roles.
So, ACG wanted to give people the real insight into their organisation, and strong reasons why people should consider them, and then commit to them.
​
It wasn’t the most straightforward project – this is a busy organisation. They had to work this in amongst other priorities, and that meant the work took longer than it might, and it meant we didn’t get to speak to as many, or as varied groups of, people as we would have liked.
​
That made good research design even more important, and methods – like chat rooms rather than video groups – to ensure we got the most from every piece of listening.
​
We listened hard to every insight we got, we drew on previous experiences within and without the sector, and we added a testing phase to enable us to move more quickly to final delivery.
​
That all got us to a brand model, pillars and a narrative – to which we received the above comments.
And it’s not just some abstract strapline. It’s clear direction on messaging to candidates about what it's like to be here, what you can gain, the reason why you should (and shouldn't) consider this job – all linked to the behaviours that ACG expect from every employee.
​
That proposition is now being developed by ACG’s creative agency. We can’t wait to see what this looks like when it goes live.
What should you invest in defining your EVP?
And why?
Let’s not beat around the bush – creating an EVP is going to cost time and money.
It’s going to need the involvement of your staff, potentially quite a lot of them.
So, you’ll want to know that investment is worth it, that the outputs improve your ability to attract, hire, engage and retain the best people for your organisation.
You’ve got four choices:
-
Continue as you are
-
Do it yourself
-
Bring in a pro
-
Go large
If you continue as you are, you’ll get the same results. If it’s tough to recruit, if you don’t get the right people coming through, if you’re not finding a good cultural fit when people start, then it’ll remain so.
​
So, let’s look at your other options:
Do It Yourself - A Functional EVP
COST
None!
TIME
A good chunk – and seeing as it’s probably your first rodeo, it’s going to take longer
OTHER STAFF TIME
As much or as little as you like – but given that you haven’t done this often you’ll probably involve more people to ensure belt and braces.
EFFECTIVENESS
One of the hardest things to do for yourself is ensure objectivity: “You can’t read the label if you’re in the jar”.
There’s a risk that you won’t get to the most distinctive, attractive, realistic or consistent expression of who you are.
Bring in a Pro - An Expertly Researched EVP
COST
Some!
But it might not be as much as you think.
For an organisation of up to £250 people, prices start from £2000.
TIME
As the price suggests, we’re not spending weeks with you, and neither are we keeping you waiting for weeks either.
There’s no reason why you can’t activate your new EVP within a few weeks
OTHER STAFF TIME
Again, as much or as little as you like. The more people we can speak to the more robust the findings will be. But that’s not always easy, or necessary.
You’ll already have a lot of the insights and data we may need, we’ll work that hard!
EFFECTIVENESS
We’ve created EVPs for dozens of organisations – giving them the evidenced narrative and language that they can immediately take to their target audiences.
They can begin improving their employer marketing the next day.
Go Large - An Expertly Researched and Segmented EVP
COST
More!
You’re going to take this option if you’re bigger or more complex as an organisation. That means that there are more facets to understand, and that naturally means more cost.
TIME
It's going to take longer to understand all the different sides of you, but we can still move rapidly.
It may take more than a month, but there’s no reason we can’t get to a great place in 2-3 months.
OTHER STAFF TIME
It's likely we’ll need to hear directly from many people to understand all of the nuances that apply in different roles or territories or functions.
We’ll work with you to find the right balance of investment of time vs value of the outputs.
EFFECTIVENESS
As well as the evidenced narrative for the entire organisation, we can also show how to best communicate with all of your segments too. And we can show ways to activate and continually evidence your brand too.
It's the foundation of a complete employer marketing plan.
EVP CASE STUDY: Bright Network
Bright Network needed an EVP.
They had a great customer value proposition, and a great reputation for heloping students get into the right kind of career.
But, to the people they most needed to attract to come and work for them, they were pretty unknown.
So they needed a strong, evidenced story of the reasons to come and work for them.
They were also a fairly simple organisation, and in a little bit of a hurry to start applying their EVP. So we kept things simple, and my insights consisted of focus groups with employees and interviews with leaders.
That process alllowed us to document and evidence 13 themes, mostly positive, but also with the unvarnished reality of working in Bright Network. And those came together as a brand narrative, under five pillars, which could be amplified for different key spegments of their workforce.
And because they were keen to get going, we worked up a Employee Value Proposition that also functioned as a ready-to-wear strapline. (And one that rather nicely dovetailed with the consumer proposition - so they could lean heavily into that reputation).
And I'm pleased to see that's how they've presented themselves since the start of 2022!
