Candidates as consumers

Job seekers are acting like consumers, evaluating companies like products online. Is your employee experience enticing the best talent?


Download the white paper

Candidates have begun to act as “consumers,” shopping for jobs. To differentiate, organizations must identify those unique characteristics and employee experiences that distinguish them from their competitors.
Matt Campbell, Managing Director, People & Change, KPMG

Companies today face incredible competition for talent. People looking for jobs not only have more choices, they also possess more information about companies, making them much more discriminating when choosing potential employers. Just as online shopping has changed the way people purchase merchandise, the internet has given job seekers easy access to detailed information about companies through sources such as Glassdoor reviews and best workplace lists, and social media such as LinkedIn. 

Organizations need to promote the value they offer and articulate a “why buy” message in new ways that attract employees who are shopping for jobs. Every organization should have a unique Employee Value Proposition (EVP) to demonstrate to prospective employees what they can expect once they are hired.



When developing an effective employee value proposition, there is no one size fits all. By analyzing the unique needs, drivers, and expectations of high-performing employees, organizations can identify and address gaps that may exist between what is promised and what is actually experienced by employees. Aligning with the brand promise will help inform a long-term talent plan and reinforce authenticity. Further, customizing the employee value proposition for each generational section of the workforce—Gen Z, Millennials, Gen X, and baby boomers—can make it even more appealing. 


The anatomy of an Employee Value Proposition 

  • Onboarding
  • Ambassador program
  • Recruitment marketing

  • Mission and vision
  • Values and behaviors
  • Inclusion and diversity

  • Onboarding
  • Ambassador program
  • Recruitment marketing

  • Formal learning
  • Informal learning
  • On-the-job experience

  • Location mobility
  • Career development
  • Skills and competencies

  • Mentoring program
  • Tone at the top
  • Feedback and coaching


By developing a clear and enticing EVP and providing an authentic employee experience, you can give candidates stronger evidence for deciding your company is a great place for them. Contact us to learn how to generate greater demand for your jobs.


HR Real Insights: Sign up to receive leading ideas for navigating the evolving workplace and managing talent.

Matt Campbell

Matt Campbell

Managing Director, Human Capital Advisory, KPMG US


Related content