From promise to job posting how EVP, TVP, and JVP boost your employer marketing

The Employer Value Proposition is the promise you, as an employer, make to both your current and potential employees. It is your foundation and positioning: why would people choose to work for you? And more importantly: why would they stay?

A good EVP is more than a collection of buzzwords. It reflects your culture, values, and ambitions. It’s about the impact you make, the growth opportunities you provide, the way you interact with people. Here’s an example: “With us, you’ll make a real, tangible difference in the energy transition, supported by a warm team that truly sees you.”

Your EVP is a broad concept. But your audience rarely is. Within a single organization, an IT specialist looks for something completely different than a nurse or a young graduate. That’s why you adapt your Employer Value Proposition into a TVP per target group: the Talent Value Proposition.

A TVP is based on research. What drives these people? What triggers them? What holds them back? You use personas to define the profile clearly, combined with key messaging to translate it into concrete communication: from job sites to social ads.

For a young professional, the TVP might highlight that they have space to learn, that they receive guidance from experienced colleagues and that they can work on projects with real impact. They don’t just gain work experience, but they also build confidence in their own abilities. These nuances make the difference in conversion. The content speaks directly to what the target audience is looking for: learning opportunities, guidance and meaningful work.

The Job Value Proposition is the most concrete expression of your promise. What makes this specific job attractive? Why does this vacancy stand out from the rest?

A JVP is job specific. It draws elements from the TVP and makes them concrete: salary, work environment, growth opportunities, team, location, and so on. Everything comes together here: in your job posting, job video or on the landing page.

It might sound like this: “As a project manager in team X, you’ll work both in the office and from home, you’ll lead 3 junior profiles, and you’ll take ownership of projects – from briefing to delivery. You’ll gain confidence, autonomy, and support from a manager who helps you grow.” It’s no longer a general promise, but a concrete and credible offer for one specific role.

Employer branding positions your brand. Recruitment marketing activates it – and consistency is key. If your EVP tells a different story than your job ad, your credibility will suffer. The funnel must be aligned accordingly:

• EVP = overarching message
• TVP = translated to each target group
• JVP = adapted to each role

Supported by:

• Persona mapping = Who do you want to reach?
• Key messaging = How do you address them?

This way, you don’t build isolated campaigns, but a healthy ecosystem in which everything works, and in which every channel reinforces your promises with clear, honest and relevant messages. From brand to job ad. From strategy to activation.

Want to know more?

Are you interested in building a clever EVP, targeted TVPs and job ads that truly make a difference? We’re happy to assist. Because employer branding begins with understanding what drives people – and ends with communication that resonates.