To recruit and retain the best talent, engage employees, and inspire brand advocacy, it is critical for B2B companies to express their employee value proposition clearly and authentically as it also serves as a driver for improving employee experience (EX). The employee value proposition encapsulates the why, what, and how a company provides value to its employees. In this report, we discuss why CMOs must understand why their involvement in its development and execution ensures the integrity and effectiveness of corporate and brand messages and builds value for the organization through employee and customer experiences.