Why Your EVP (Employer Value Proposition) Is Costing You Candidates

By Tony Cinello, Founder – Anthony Andrew

I had a conversation recently with a CEO of a PE-backed healthcare platform. We’d just completed a successful retained search for their new COO. When I asked him why the finalist stood out, he said, “He told me he finally understood what we were trying to build here.”

That’s when it hit me: most companies don’t actually know how to tell that story upfront.

And in executive search, your ability to tell that story is your first competitive advantage—or your first silent failure.

In today’s market, executives don’t just choose roles—they choose narratives. And if your Employer Value Proposition (EVP) is vague, outdated, or misaligned, the best candidates will walk. Quietly. Without telling you why.

This article is about how to fix that—strategically. I’ll share what an effective EVP looks like, where most companies get it wrong, and how refining your message can directly impact the quality, speed, and success of your next leadership hire.

What’s at Stake When You Get EVP Wrong

At Anthony Andrew, we focus on executive roles in mid-market firms—often PE-backed, scaling fast, and needing leaders who can flex from boardroom to battlefield. In this space, the EVP isn’t just nice to have. It’s essential.

Here’s why:

• 75% of job seekers research an employer’s brand before engaging (LinkedIn Talent Solutions, 2023)

• 69% of executives would turn down an offer from a company with a mismatched culture—even if unemployed (Glassdoor, 2023)

• A well-defined EVP can reduce cost-per-hire by up to 50% and turnover by 28% (Corporate Leadership Council, 2022)

  
  

The data is clear: EVP influences who engages with your opportunity, how aligned they feel during the process, and whether they stay once hired.

So when I hear “We’re not getting the right candidates,” I often look past the role—and straight at the message behind it.

What I See in the Field (And Why It’s Not Working)

Let’s be direct. Most mid-market EVPs are either:

1. Copy-pasted from a generic About Us page, or

2. Built for employer branding campaigns, not executive recruitment

They focus on:

• Perks instead of purpose

• Culture words without substance

• Safety over specificity

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Here’s a quick reality check. If your EVP says things like:

“We value collaboration, innovation, and excellence in a fast-paced environment” …you’ve just described every company on LinkedIn.

Executives want clarity, not clichés. When your message is too broad, it signals that you’re not sure who you are—or who you’re looking for.

And that hesitation? It reads loud and clear.

The EVP Behind a Successful Executive Hire

A few months ago, I ran a retained search for a Head of Revenue Operations at a tech-enabled logistics company in Austin. The role was demanding: part operator, part strategist, and part firefighter.

But the EVP we built together was what unlocked the pipeline. Here’s the core message we aligned on:

“We’re not polished yet. We’re building the plane while flying it. You won’t inherit a clean system—you’ll define the system. If you want polish, go elsewhere. If you want impact, this is the seat.”

Within 10 days, we had C-level candidates responding—not because it was easy, but because it was real. That’s the power of a differentiated EVP.

How to Build an EVP That Attracts Real Leaders

Here’s how we guide clients in getting their EVP right—especially for VP+ roles.

1. Start With the Business Case, Not the HR Script

Executives want to know:

• What stage is the business in?

• What challenge does this role solve?

• Why is now the right time to join?

Instead of “We’re growing fast,” say:

“We’ve tripled revenue in 24 months, just completed an acquisition, and now we’re recalibrating leadership for the next chapter.”

That’s not marketing. That’s strategic storytelling.

2. Speak to Their Identity, Not Just the Job Description

An EVP for an executive should answer:

Who do we need this person to become in order to win here?

Not every leader is built for chaos. Not every leader is ready to scale. The clearer you are about the reality and the opportunity, the better your candidate pool will self-select.

3. Co-Author the Message With Your Internal Leaders

Your best people already know what makes your company unique. Ask them:

• Why did you say yes—and why do you stay?

• What surprised you about the culture?

• What’s different here compared to other roles you’ve had?

Capture those insights and integrate them. Authenticity will outperform aspiration every time.

The Recruiter’s Role in EVP Clarity

As a retained search partner, I view EVP not as a static statement, but as a living narrative we embed into every outreach, interview, and decision touchpoint.

That includes:

• Pre-briefing passive candidates with EVP-aligned context

• Coaching clients to speak consistently about vision, culture, and leadership style

• Aligning job descriptions, compensation narratives, and growth tracks with the EVP

  
  

Because if what you say on the phone doesn’t match what’s written in your materials—or what’s felt in the interview—the disconnect erodes trust. Fast.

Final Thought

The best executives are already successful, already employed, and already being recruited. They’re not making job decisions—they’re making identity decisions.

So ask yourself:

• Is your EVP attracting the leaders your business needs next?

• Or is it just a leftover paragraph from your last rebrand?

If you’re unsure, let’s talk. Because your next hire doesn’t start with a job posting. It starts with a story.

—

Tony Cinello Founder | Anthony Andrew 

References

 

• LinkedIn Talent Solutions. (2023). Employer Branding Statistics. Retrieved from https://business.linkedin.com/talent-solutions

• Glassdoor. (2023). The Rise of the Values-Driven Job Seeker. Retrieved from https://www.glassdoor.com/research

• Corporate Leadership Council. (2022). EVP Best Practices and ROI Report. Retrieved from https://www.clc.executiveboard.com