Every growing business tells a story, about who they are, what they stand for, and why people should join them. That story begins as an idea, built around vision and energy.

But as companies scale, evolve and mature, the story often stays the same.

And that’s where engagement starts to fade.

Your Employee Value Proposition isn’t a slogan. It’s a living narrative,  one that must evolve with your people, your culture and your market.

At Pupal, we see this as one of the most overlooked drivers of engagement.
When your EVP no longer reflects reality, people stop believing the story they helped build.

Why Your EVP Needs Updating

According to LinkedIn’s 2025 Employer Brand Research, 59 percent of employees say the reason they’d consider leaving a company is because what was promised no longer feels true.

And PwC’s Workforce Hopes and Fears Survey found that employees who see a clear, authentic connection between company purpose and daily experience are three times more likely to feel engaged.

That gap, between promise and experience, widens fast in scaleups.

The company that once promised innovation and agility may now be known for structure and systems.

The team that once thrived on flexibility might now crave stability and growth pathways.

Neither version is wrong.
But when the story stays static, people stop seeing themselves in it.

An EVP that doesn’t evolve becomes nostalgia, not strategy.

How to Know Your EVP Has Expired

There are signals leaders can’t afford to miss:

• Engagement scores are high on purpose but low on clarity.
• Exit interviews mention “growth elsewhere” or “direction changes”.
• Attraction costs are rising even though awareness is strong.
• Candidates are attracted by your brand but surprised by the reality once they join.

If this sounds familiar, your EVP isn’t broken,  it’s out of sync.

And that’s the perfect time to refresh the story.

The Three Lenses of a Modern EVP Refresh

1. The Insight Lens — Listen Before You Rewrite

Before you redesign, re-listen. Gather insights from engagement surveys, exit data, candidate feedback and leadership reflection.

According to Gartner’s 2024 EVP Trends Report, organisations that actively re-test their EVP annually achieve 25 percent higher talent attraction and 31 percent stronger retention.

This is where your internal truth meets external perception.
Ask your people:

• “What makes you proud to work here?”
• “What feels most real about our culture?”
• “What would you tell someone thinking of joining?”

The words they use are the story your EVP should tell.

2. The Alignment Lens — Make It True, Then Make It Known

An EVP isn’t marketing; it’s alignment.
It must be lived before it’s shared.

Once you’ve identified what resonates, pressure-test it with leaders and teams.
Does it still reflect your growth stage, your customer promise and your people experience?

If not, adjust.
Your EVP should feel like the bridge between business ambition and human experience.

Credibility is the currency of culture.

3. The Activation Lens — Bring It to Life

A refreshed EVP isn’t just for your careers page.
It should inform your leadership messaging, recruitment stories, onboarding, and internal recognition.

This is where many businesses fall short, the EVP lives in documents but not in dialogue.

Integrate it into how you communicate, reward and celebrate. Make it part of the stories you tell every day, from leadership updates to social posts.

LinkedIn’s 2025 Global Talent Trends report shows that companies who consistently activate their EVP see a 50 percent faster hiring cycle and 28 percent higher internal mobility.

When the story is lived, it sells itself.

The Cost of Keeping the Wrong Story

When your EVP no longer matches reality, people notice.
They disengage quietly, doubt leadership messaging, and start looking elsewhere.

For founders and investors, that misalignment affects more than engagement, it erodes trust, increases attrition, and weakens brand reputation.

But when your story evolves with your people, it becomes your competitive edge.

The Pupal Perspective

At Pupal, we help growing companies refresh their EVP and align their story with their stage of growth.

We combine data from engagement insights, culture diagnostics and brand positioning to craft people narratives that feel credible, current and compelling.

Because when your people believe the story, they live it — and that’s what drives real growth.

Final Thought

Every company has a story.
The question is, does yours still reflect who you are, or who you were?

As you head into a new year, take time to revisit the promise your people hear, live and share. Because when your EVP evolves, your culture evolves with it. The story you tell your people is the story they tell the world.