The POP of Motivation: Purpose, Opportunity, People

To build an EVP that resonates, you need to understand what really drives your candidates.

Generally, motivation falls into three big buckets: Purpose, Opportunity, and People.

Together, they form the POP model.

Get these right, and you'll be able to see your strengths through the eyes of your audience.

Purpose

Some candidates want their work to mean something. They’re values-driven and mission-minded. Maybe they care about getting more women into tech. Maybe they’re passionate about climate change or building more ethical AI. For them, it’s not just about what they do, but why they do it.

Opportunity

Others are in it for the growth. They want to learn, level up, and tackle exciting challenges. They’re drawn to innovation, hungry to master new tools, or keen to build something industry-defining. Whether it's access to top talent, leading-edge tech, or big learning curves, progress is their priority.

People

And then there are those who care most about the human side of work. They’re motivated by belonging, connection, and shared values. That might mean working in a team that truly supports each other. Or joining an organisation that champions inclusion, prioritises wellbeing, or builds strong communities, whether remote or in-person.

Of course, most people care about a mix of these things, but the balance shifts. A grad might be chasing development opportunities, while a seasoned pro could be looking to put their experience behind a meaningful cause. Even within one company, priorities differ; your engineers might be drawn to Opportunity, while your customer success teams thrive on People. It's not about exclusion, it's about understanding what matters most, to who, and when.

So what does this mean for your EVP?

It gives you a framework. A way to assess what your organisation truly offers and how that maps to what candidates actually want.

Start by looking at your offer through each of the POP themes:

• Under Purpose, list out your mission, values, impact, and cause-related work.

• Under Opportunity, look at mentoring, development budgets, leadership programmes, stretch projects, and your tech stack.

• Under People, think about DEI initiatives, team culture, social connections, and wellbeing support.

Once you’ve got everything down, look at where you shine. That’s your edge. Then, be honest about where you’re a bit light. That’s your room for growth.

Now validate it. Talk to your people. Ask them where they see Purpose in their day-to-day, what opportunities they’ve had to grow, and how supported they feel by their teams. If nobody mentions that generous development budget, maybe it’s not working as well as you thought.

This isn’t about fixing everything overnight. It’s about knowing your strengths and being clear on where you’re headed next. That’s what gives your EVP both credibility and ambition.

Know your edge

Once you've mapped out your POP themes, zoom out. Look at the competitive landscape. What are other brands in your space shouting about? Who’s doing Purpose well and who’s nailing Opportunity?

Maybe that shiny benefit you were banking on turns out to be pretty standard in your sector. That’s fine, you just need to dig a little deeper. The real differentiators often come from the details, the stories, the lived experience. Find them, validate them, and use them to fuel your message. 

Now make it pop

You’ve done the thinking. You’ve gathered the insight. Now bring it to life.

What does a candidate see when they land on your careers site? What’s the first impression they get? Read your EVP messaging and see which of the motivations it fits best. Is this an accurate reflection of your company? 

Find ways to stand out from other brands, especially in industries where everyone says the same thing. Knowing your strengths and differentiators gives you a strategic advantage when it comes to positioning your brand away from the noise.

Remember, people connect with human stories and experiences so spotlight the impact you have on your employees’ lives. Why should a candidate choose your company over a competitor? Make it clear what sets you apart and why that sets them up for success.

This is your chance to shape the story. Make it true. Make it human. And most of all, make it pop.

Wanna work on making your EVP POP? Drop us a message at hello@culturesthatpop.co.uk and we’ll help you get started!