This course includes the use of artificial intelligence.

Everyone has an EVP. Only a few make it work. Most companies repeat the same lines for years: “friendly team,” “comfortable office,” “competitive salary,” “growth opportunities.” And then genuinely wonder why candidates don’t see any difference between them and their competitors. Sound familiar?

As a result, offers get compared only by money. Strong candidates go to those who clearly articulate their value. EVP lives in a polished boardroom presentation but has zero impact on hiring or retention. And when a crisis or rapid growth hits, it becomes obvious that there’s no real substance behind the words.

This course is about a different approach. Not employer branding fluff. Not “nice wording.” Not copying чужие кейсы or marketing templates. It’s about how to build and strengthen an EVP that truly differentiates your company in the market, attracts the right candidates, and is backed by management decisions—not slogans.

Across 5 practical webinars, you will go through the full EVP cycle:

Webinar 1. EVP as a business tool — what it really is, why 90% of EVPs fail, and how EVP impacts turnover, hiring speed, and candidate quality. Analysis of strong vs weak EVP cases.

Webinar 2. Diagnostics — auditing your current EVP across your website, job postings, social media, and коммуникации. What candidates actually perceive. The gap between internal and external EVP. Low-cost diagnostic tools.

Webinar 3. Design — the structure of a strong EVP, value propositions for different audiences (IT, non-IT, managers, blue-collar), alignment with strategy and business stage. How to avoid marketing bullshit.

Webinar 4. Packaging & communication — translating EVP into job descriptions, career pages, social media, and interviews. The role of recruiters and hiring managers. How to avoid the gap between promise and reality.

Webinar 5. Measurement & optimization — EVP performance metrics, links to time-to-hire, offer acceptance rate, and turnover. Feedback from candidates and employees. How to evolve EVP during crisis, growth, and transformation.

The course author is Mike, creator of Preply’s HR system on its way to a $1.2B valuation, with 20+ years of experience at Wargaming, iDeals, and Starlightmedia. Over 150,000 students from 185 countries. Mike has built EVP frameworks for companies from 50 to 5,000 employees across industries—and knows exactly why most EVPs fail.

While you continue competing on salary alone, your competitors are already clearly communicating their value and winning top talent. Don’t waste time—click “Enroll” and build an EVP that actually drives business results.

What you’ll get on Udemy:

• Lifetime access to all materials and future updates

• Active instructor support in Q&A

• Certificate of Completion

• Practical, job-ready skills

• Real business cases and projects

• Access to a student community

• A $1000 program available at a significant discount through the platform