What makes a good EVP?
It is true, distinctive, and compelling to the right people — and deliberately off-putting to the wrong ones. A good EVP filters; it does not flatter.
A good EVP is true, distinctive and compelling to the right audience, and deliberately unappealing to the wrong one. Its job is to filter, not to flatter everyone: if it could belong to any employer, it is not doing its work. Truth keeps the promise deliverable, distinctiveness makes you memorable against competitors, and relevance ensures it moves the specific people you need. Crucially, a strong EVP is willing to be off-putting to poor-fit candidates, because attracting the wrong people is expensive. The common pitfall is sanding off every rough edge to maximise appeal, which produces a bland, universal promise that neither repels the wrong applicants nor genuinely compels the right ones.