The personal, employee oriented ”Why”.
“An employee value proposition (EVP) is the unique set of benefits that an employee receives in return for the skills, capabilities, and experience they bring to a company.” (Create a great employee value proposition)
The employer value proposition (EVP) is “a set of associations and offerings provided by an organization in return for the skills, capabilities and experiences an employee brings to the organization. […] An EVP must be unique, relevant and compelling if it is to act as a key driver of talent attraction, engagement and retention. […] Contained within the value proposition are the central reasons that people will choose to commit themselves to an organization. […] An organization benefits from a well-formed EVP because it attracts and retains key talent, helps prioritize the HR agenda, creates a strong people brand, helps re-engage a disenchanted workforce, and reduces hire premiums.” (Wikipedia)
Idea: The EVP is the final pitch that will attract the right new employee. Imagine you have the the perfect candidate in an interview and she asks ”Why should I work here?”. The EVP is the answer you can give in less than 30 seconds.
EVP when hiring a new person for the intranet team: Company EVP:s + ”You will be in the team building the world’s best intranet”.