Candidate Value Proposition ?

Recently, a Candidate Value Proposition (CVP) has been recommended to position a company on the job market more effectively and attract talent more successfully. I do not follow the logic of this concept because CVP inherently misses the value-transfer.

CVP probably has its roots in a (Customer) Value Proposition (VP) (marketing) and an Employee Value Proposition (EVP) (HR).

While VP is the sum total of benefits which a vendor promises that a customer will receive in return for the customer's associated payment; an EVP is the sum of everything employees experience and receive while they are part of a company for meeting expectations, exhibiting desired behavior, and producing results. Furthermore, just as VP targets customers and prospects; EVP focuses on both employees and job candidates.

CVP seems thus to be obsolete and possibly confused with 4 P’s of Marketing and the AIDA sales process.