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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