Make It POP: Building an EVP with Real Spark

To develop an EVP that pops, you have to understand your culture on a deep level. That means getting clear on your values, your voice, and the heart of your why. The work you put in early on makes a big difference to the quality of your value proposition, so don’t rush it or treat it like a tick-box exercise. Once you truly understand the essence of your organisation, figuring out what makes you stand out in the talent market becomes much easier. That’s when your EVP starts to feel unmistakably you.

Authenticity vs aspiration

It’s easy to get swept up in glossy, aspirational messaging when building your EVP. But authenticity is what truly matters. You’re not selling a product someone can return if it doesn’t fit. You’re asking people to invest their time, energy, and creativity into your organisation, week in, week out.

And for candidates, the stakes are high. They could be walking away from a role they love, moving to a new country, or putting their reputation on the line. Changing jobs is a big decision. Your EVP needs to prove it’s worth the leap. That means showing people what they’ll gain, but also being honest about what’s expected in return.

Aspirations still have their place. People want to know where you’re heading. In fast-growing startups or constantly evolving companies, ambition isn’t a luxury; it’s a necessity. The same goes for established businesses going through change; a bold direction can energise and inspire. However, ambition on its own won’t attract the right people. It needs to be supported by truth.

If you're pivoting, explain the reason behind it. If your culture is evolving, be clear about what’s driving that shift. Be upfront about the kind of people who will thrive in your environment, and who might not. A strong employer brand doesn’t try to please everyone. It helps the right people opt in, and the wrong ones opt out. The best way to build a lasting team? Show them the real version of your company, the one they’ll actually experience.

Dig for gold.

It’s easy to sell the dream. Gold medals, big wins, applause from the sidelines. But what about the early mornings, the hard graft, and the days that feel like a slog? Athletes need to know what it really takes to succeed. And so do candidates.

Loving your brand is one thing. But candidates also need to understand what it takes to thrive inside your business. The smartest way to figure that out? Ask the people who know best, those who are already doing it.

Talk to your employees. What motivates them? What gets in their way? Why do they stay? What would they change? These insights are gold. They help you shape a brand that’s not only compelling but accurate. And accuracy is what makes the right people say yes, and for the right reasons.

If the truth hurts, use it.

If what you learn doesn’t match the story you want to tell, that’s not failure, it’s opportunity.

Let’s say you want a collaborative culture, but your insight shows teams are working in silos. Now you know what needs to change. You can introduce new comms channels, set up cross-team initiatives, or create more opportunities for connection.

More importantly, you can now be honest with candidates. Tell them where you’re headed, what’s being done to get there, and how they could help shape the journey. Some will love that challenge. Others won’t. And that’s the point.

When you use insight to inform your EVP, you stop selling a dream. You start sharing a story people can see themselves in, or walk away from. Either way, it’s a win.

Turn insight into inspiration

Insight doesn’t just help clarify expectations. It gives you a glimpse into the heart of your workplace and helps shape your identity. And often, the best stuff comes from offhand comments or quiet observations; the things people don’t even realise are important.

So don’t just collect data. Collect stories. Find the moments that show what it really feels like to work in your organisation. Instead of listing policies, talk about why they matter and how they actually impact people. Perhaps it’s a flexible schedule that allows someone to pick up their kids or care for a parent. Maybe it’s a manager who helped someone move from intern to team lead.

That’s what brings your culture to life. And that’s what will make it POP.

People-powered strategy

If you want your brand to feel human, start with your people. The more of their personality you bring in, the more your employer brand will stand out. Often, it’s not the big shiny initiatives that make the difference. It’s the small, specific, very human things that make your culture feel real. That’s what makes you memorable. And that’s what keeps you authentic.

When you ground your EVP in real insight, you build from a solid foundation. Everything from your launch campaign to your day-to-day experience feels joined up. Your stories become more meaningful, more consistent, and more magnetic because they’re rooted in truth. That’s what helps candidates see themselves in your culture before they’ve even stepped through the door.

So make it pop.

Not with buzzwords. Not with borrowed visions. But with truth, personality, and the voices of your people. That’s what turns a good EVP into a great one. And that’s what makes your brand stand out for all the right reasons.

If you’d like to learn more about how to magnetise your EVP, get in touch at hello@culturesthatpop.co.uk.

Whether it’s just for a chat or you’ve got an idea for a project, we’d love to hear from you!