Amazon Employer Value Proposition
Crafting the Employer Value Proposition for Amazon India
How we partnered with Amazon India to turn scattered perceptions into a sharp, India-first EVP that speaks to the next generation of talent while staying true to the global Amazon narrative.
Objective
Define a clear, research-backed EVP for Amazon India
Build a compelling value proposition that reflects life at Amazon India for 21–35 year-old talent, unifies multiple internal narratives, and can be activated consistently across hiring, internal communication, and leadership storytelling.
The Challenge
Many strong stories, one unified promise
- Multiple internal narratives across teams and locations.
- Need to localize the global Amazon story for the Indian talent market.
- Ensure the EVP is aspirational yet honest about the pace, ownership, and expectations at Amazon.
Our Strategic Approach
We followed a structured, people-first process that blended on-ground employee insight with leadership vision to build an EVP that feels both credible and exciting for current and future Amazonians.
Audit & Alignment
Reviewed existing messaging, employer brand assets, and global EVP guidelines to understand the current narrative and gaps.
Deep-Dive Employee Research
Conducted focused group discussions across levels, functions, and tenure bands to uncover what people value most about working at Amazon India.
EVP Design & Story Framework
Translated insights into a clear promise, supporting pillars, and proof points that could be activated in campaigns, JD copy, and internal messaging.
The Three-Phase Journey
The EVP wasn’t created in a workshop; it was built over multiple phases of listening, synthesis, and refinement with Amazon India’s HR and leadership teams.
Phase 1 · Discovery
Audit of existing communications, external perception scan, and understanding global guardrails.
Phase 2 · Employee Voice
Focus groups and stakeholder interviews across locations and functions to capture lived experiences.
Phase 3 · Synthesis & EVP
Consolidated themes into a core promise, three supporting pillars, and proof-led messaging territories.
Cross-functional workshops & synthesis sessions
Research Methodology
Listening to the people who live the EVP every day
- Mix of in-person and virtual focus group discussions.
- Representation from tech, operations, corporate, and leadership teams.
- Participants across tenure bands to capture both fresh and long- term perspectives.
- Structured discussion guides to explore motivations, moments of pride, and challenges honestly.
Ownership & Growth
Employees consistently spoke about autonomy, steep learning curves, and the chance to build from scratch.
Customer-First Mindset
Decisions are evaluated through the customer lens, creating a high bar but also a strong sense of purpose.
Bias for Action Culture
Speed, experimentation, and problem-solving define day-to-day work and differentiate Amazon from peers.
Supportive Ecosystem
Leaders and peers play a big role in making intense work feel meaningful, supported, and rewarding.
