How do you create an EVP?

Create it from evidence, not a boardroom brainstorm. Listen to employees about what they genuinely value and what they endure, and learn what your target candidates actually want and doubt. Then look for the overlap that is simultaneously true, distinctive and motivating: the things that are real, that competitors cannot easily claim, and that matter to the right people. Express that as a reciprocal promise of what you ask of people and what they get in return, supported by concrete proof. The pitfall is defaulting to universal positives like flexibility and great colleagues, which everyone claims and no one is differentiated by. A strong EVP is specific enough that some readers rule themselves out.