WHAT IS AN EVP?
An Employee Value Proposition (EVP) explains why an organization is a unique and rewarding place to work — beyond just salary. It answers: “Why work here instead of somewhere else?”
At its core, a strong EVP is built on five key pillars: compensation and benefits, career development, work-life balance, company culture, and purpose and mission.
Each pillar plays a distinct role in the employee experience:
- Compensation and benefits ensure financial fairness and competitiveness.
- Career development offers pathways for growth and long-term engagement.
- Work-life balance supports personal wellbeing and flexibility.
- Company culture reflects the shared values, behaviors, and environment that define the daily work experience.
- Purpose and mission connect employees to a sense of meaning, showing how their work contributes to a greater good.
These elements do not exist in silos. They should be thoughtfully integrated and communicated to form a compelling, authentic narrative about what it’s like to work at an organization — a narrative that can differentiate a business in a competitive job market. Here’s how to get started building an EVP.
PUTTING THE EVP TO WORK
Once an EVP is defined, the Toolkit can help amplify it through strategic recruitment and retention tactics. The tactics are organized into five distinct categories:
- Recruitment & Employer Branding uses storytelling to demonstrate how a company embraces the outdoor lifestyle.
- Outdoor Recreation Company Culture & Values Integration makes outdoor recreation a meaningful part of workplace culture.
- Outdoor Recreation Benefits & Programs shows that the company invests in balance and quality of life.
- Career & Skills Development fosters long-term growth, engagement, and loyalty.
- Community Resources Model helps potential employees envision a well-rounded and fulfilling life—not just a job.
These are just some suggestions on how to approach professional growth and employee well-being within a company by championing the outdoor lifestyle – but consider what makes sense for the organization and industry. Leverage the Toolkit to implement practical, people-centered strategies that not only attract the right candidates, but also foster long-term loyalty among employees who share a passion for the outdoors.
Organizational Questions to Ask?
Assess Outdoor Assets
What outdoor experiences or amenities are within reach of the business? (e.g., trail networks, skiing, rivers, public lands)
How do employees use these in their daily/weekly life?
Identify Core Employee Motivators
Interview or survey employees and job candidates:
What drew them to the company/region?
What keeps them here?
How do outdoor experiences impact their work/life balance?
Define Brand Personality & Culture
Are you adventurous? Balanced? Purpose-driven? Rugged? Flexible?
Align outdoor assets with organizational values. For example, If sustainability is a value, use outdoor assets to showcase conservation
efforts, clean-up events or invest in trail stewardship.
Crafting an EVP Statement
What is being offered? (benefits, flexibility, connection)
Why does it matter? (lifestyle, community, meaningful work)
How does it make employees feel? (tone and emotional resonance)