EVP — Employee Value Proposition for growth-stage startups

Build a complete EVP (Employee Value Proposition) for [COMPANY NAME], a startup in the [INDUSTRY] sector, with [NUMBER] employees, [X]% annual growth, Series [A/B/C] or monthly revenue of R$ [AMOUNT].\\\\\\\\n\\\\\\\\n**Phase 1 — Internal diagnosis (before creating the EVP):**\\\\\\\\n\\\\\\\\n**Current employee research (30-minute 1:1 interview guide):**\\\\\\\\n- Why did you choose to work here (and not at competitors)?\\\\\\\\n- What makes you stay? What could make you leave?\\\\\\\\n- What do you tell friends about working here?\\\\\\\\n- What moment made you most proud to be part of the company?\\\\\\\\n- What does the company promise that it actually delivers? What does it promise but not deliver?\\\\\\\\n\\\\\\\\n**Research with those who declined offers or left (exit/rejection survey):**\\\\\\\\n- What was the decisive factor for not accepting/to leave?\\\\\\\\n- What did the other company offer that we did not have?\\\\\\\\n- What would you say about us to a friend who asked?\\\\\\\\n\\\\\\\\n**Data analysis:**\\\\\\\\n- Glassdoor and LinkedIn: company reviews and ratings\\\\\\\\n- Current eNPS (if available)\\\\\\\\n- Departure reasons from the past year (categorize)\\\\\\\\n- Candidate sources that most frequently convert to hires\\\\\\\\n\\\\\\\\n**Phase 2 — Building the EVP:**\\\\\\\\n\\\\\\\\n**The 5 pillars of the EVP:**\\\\\\\\n\\\\\\\\n1) **Compensation and benefits:** What do we pay vs. market? Which benefits are genuinely differentiated?\\\\\\\\n- Salary range compared to market (use Mercer, Robert Half, or Glassdoor research)\\\\\\\\n- Equity/stock options: how it works, what is the upside potential?\\\\\\\\n- Differentiated benefits (e.g.: full remote, birthday day off, mental health budget)\\\\\\\\n- Be honest about where you lose to large companies\\\\\\\\n\\\\\\\\n2) **Career opportunity:** What can someone become here?\\\\\\\\n- Promotion velocity vs. market (show real examples)\\\\\\\\n- Exposure to challenges that would take 5+ years at large companies\\\\\\\\n- Direct access to founders and leadership\\\\\\\\n- Portfolio of complex problems solved\\\\\\\\n\\\\\\\\n3) **Environment and culture:** What is it like to work here day-to-day?\\\\\\\\n- Describe culture without jargon (not 'family', 'passionate people')\\\\\\\\n- Concrete examples of how values manifest\\\\\\\\n- Diversity: real data (% by gender, race, region)\\\\\\\\n- How meetings, decisions, and disagreements work\\\\\\\\n\\\\\\\\n4) **Mission and purpose:** Why does what we do matter?\\\\\\\\n- Real problem the company solves and for whom\\\\\\\\n- Measurable impact (clients impacted, lives transformed)\\\\\\\\n- Where the company wants to go and each person's role in that\\\\\\\\n- Why now is the unique moment to solve this problem\\\\\\\\n\\\\\\\\n5) **People:** Who will you work with?\\\\\\\\n- Leadership profile (what founders have accomplished, how they lead)\\\\\\\\n- Peer profile (backgrounds, achievements, diversity of perspectives)\\\\\\\\n- Team size (small = more responsibility and impact per person)\\\\\\\\n\\\\\\\\n**Phase 3 — EVP in one sentence:**\\\\\\\\n'At [COMPANY], people seeking [ASPIRATION] find [UNIQUE DIFFERENTIATOR] to [DESIRED IMPACT].'\\\\\\\\n\\\\\\\\nCreate 3 versions of this sentence to test with employees.\\\\\\\\n\\\\\\\\n**Phase 4 — EVP activation:**\\\\\\\\n\\\\\\\\n**Communication channels:**\\\\\\\\n- Company LinkedIn: how to communicate each EVP pillar in posts\\\\\\\\n- Careers page: restructuring with EVP storytelling\\\\\\\\n- Glassdoor: review response strategy and encouraging new ratings\\\\\\\\n- Recruitment process: where to insert EVP at each stage (posting, interview, offer)\\\\\\\\n- Onboarding: how to reinforce EVP in the first 90 days\\\\\\\\n\\\\\\\\n**Internal ambassadors:**\\\\\\\\n- Identify 5-10 'influencer' employees to share experiences\\\\\\\\n- Format: personal LinkedIn posts, video testimonials, Glassdoor responses\\\\\\\\n- Incentive: non-monetary (recognition, visibility)\\\\\\\\n\\\\\\\\n**EVP success metrics:**\\\\\\\\n- Candidate pipeline quality (not just quantity)\\\\\\\\n- Offer acceptance rate\\\\\\\\n- Time to fill critical positions\\\\\\\\n- Glassdoor rating (goal: >[X] in 12 months)\\\\\\\\n- Referral rate (% of hires via employee referral)