The Origin of EVP: My Conversation with Joe DiVanna

Everyone talks about EVP (Employee Value Proposition) today – but few know where it began.

The term was first coined by Joe DiVanna in the 1990s. I recently spoke with Joe for my book on EVP, so I could uncover the story behind it.

While EVP is now seen as an HR or marketing tool, Joe originally framed it as a way for organisations to understand people’s motivations, to value employees as true business assets, not just “resources”.

His definition still stands:

“EVP is the translation layer. It tells employees what the organisation values and how that matches what they value.”

Joe’s background is remarkable – from programming missile systems during the Vietnam War to modelling billion-dollar mergers on Wall Street – yet his message is simple:

“If you create the right environment, people will rise to do things beyond what they think they can do.”

It’s a brilliant reminder that EVP isn’t (only) about perks or posters (because these can be helpful) – it’s about helping people feel genuinely valued.

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The EVP Newsletter is a monthly Linkedin newsletter from founder Joe Morrison.

For more information on EVP, or how CHEER can help you re-engage your employees, click here

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