The EVP Gap: What You Say vs What Candidates Experience

Most companies are incredibly thoughtful when it comes to their Employee Value Proposition.

They invest time defining it, refining it, and sharing it with the world. And for many, the focus doesn’t stop at messaging, there’s real investment in candidate experience too. From better systems and automation to structured interview guides and timely comms, there’s been strong progress. And it’s working.

Leaders are becoming more intentional about showcasing the people side of their business. Team wins, offsites, cross-functional collaboration. You can see it in the branding, the career pages, the social posts.

The EVP is your company’s brand and the reason someone should want to work for you. It’s becoming sharper, more inspiring and more intentional, with companies putting real thought into how they position their values and benefits.

But here’s the thing.

EVP isn’t just what you say or do.

It’s what people feel when they engage with your company. The human moments behind the message.

And often, the gap between the two is bigger than we think.

What does it feel like to apply to your company?

I once attended a brilliant session on the candidate journey, through the lens of the candidate, not the recruiter. And yes, we often say "I put myself in their shoes," but that session reminded me how easy it is to forget.

Imagine this.

Someone spots a role at your company they’ve admired for years. They apply, excited but nervous. As each step unfolds, anticipation builds, alongside hope and vulnerability.

They start wondering: "I hope the team is great and I get along with them. Is this is the right next step for me? How do I stand out?"

And this is the moment where your EVP either comes to life or quietly fades.

Not just in the interview, but in every interaction.

Every email. Every delay. Every conversation.

The people they speak to, the tone they’re met with. The respect for their time, their effort, their interest.

Because even if they’re not the right fit for the role, their experience still matters.

They’ll walk away with a story. They’ll tell their friends. They’ll either refer someone great or quietly discourage them.

Every touchpoint counts.

In recruitment, we actually deliver more disappointing news than good. I’m always mindful of the impact that conversation can have.

Over the years, I’ve heard many versions of this from candidates:

"Even though I didn’t get the job, I completely understand why. I’d apply again in a heartbeat because the process was respectful. I actually learned a bit more about myself and the company."

That’s EVP too.

Small moments, big impact

It’s easy to think of EVP as something that lives in branding, or benefits, or culture decks. But it’s just as present in how your people show up in the little moments.

Your values only matter if people feel them when they engage with your company.

So look at it from their lens and ask yourself this:

• Are you giving candidates enough space to ask questions?

• Are your interviewers prepared and engaged?

• Are you genuinely curious about the person in front of you?

• And if they’re not quite right, do they still leave feeling heard and respected?

It doesn’t have to be perfect. But it does need to feel real.

The long game: reputation, talent pools, referrals

Some of the best hires I’ve seen didn’t join on their first attempt. They came back because they remembered how they were treated and understood why it wasn't the right time then.

They remembered the transparency. The warmth. The follow-up that actually happened.

And often, they referred others in the meantime. That’s when you know your EVP is working. Not just as a message, but as a lived experience.

One more thing. This goes both ways.

For candidates reading this: most recruiters truly do care. Strong systems, thoughtful strategies, and timely updates are in place, and that matters.

But they are just like you, having to deliver more with leaner teams. And the challenge to maintain a personal touch is real. When workloads pile up, it’s often the personal elements (the thoughtful replies, the small courtesies) that slip through the cracks. And I can say this from my own personal experience.

Please don’t let that stop you from being curious or excited about an opportunity.

This isn’t a critique. It’s a reminder.

If you’re doing these things well, amazing. Keep going. If there are small gaps, know that they matter too. If you’ve worked hard to define your EVP, great. But don’t stop there. Dive a little deeper on the recruitment experience.

How are people feeling throughout the process, from first contact to final outcome?

In a world where talent talks, your reputation is built one experience at a time.

Hi, I’m Sharmia Bakar.

I help leaders across pharma, biotech, medtech and healthcare industries, hire well with impact and a focus on a positive hiring experience for everyone involved. With experience both in-house and the agency side, I know what works, what doesn’t, and how to get it right.

If we haven’t met before, I’d love to change that. Book a quick call, always happy to talk recruitment strategies that actually work.