Value proof is the evidence that makes your “why work here” believable—examples, data, and behaviors that reduce risk.

Value proof is what turns messaging into conviction. It’s the set of facts and examples that support your promises: “Here’s what you’ll own,” “Here’s how we invest in growth,” “Here’s how leaders operate,” “Here’s what success looks like.” It can be quantitative (promotion rates, time-to-impact, retention in key teams, shipping frequency) or qualitative (consistent stories, artifacts, manager behaviors). Value proof matters because candidates are making a risk trade: switching jobs is costly. The more proof you provide, the less they have to “hope” your claims are true—making you more choosable to the right people.