Audit reality, fix the biggest gaps, and write the EVP as “truth with intent”—then operationalize it across the lifecycle.

Start with reality: what do employees consistently say, and what do behaviors show? Identify 3 buckets: true and strong, true but inconsistent, aspirational but not yet true. Build your EVP primarily on “true and strong,” and use “true but inconsistent” as improvement commitments (with proof in progress). Avoid marketing “aspiration” as fact. Then align touchpoints: hiring, onboarding, manager routines, internal comms, and recognition systems must reinforce the same promises. Employer brand grows companies when the promise and experience match—because you attract the right people and keep them.