Attracting, retaining, and exciting employees: Unlocking the power of Employee Value Proposition
By Marcellina Powell, Group Account Director
In today’s dynamic, ever-evolving labour market, the fight for the best talent is at an all-time high. An Employee Value Proposition (EVP) is no longer a ‘nice-to-have’; it is essential for attracting new employees. And it has the potential to engage, retain, and inspire existing team members, fostering long-term employee satisfaction and improving retention.
Why EVPs are essential in 2025
Gartner Research tells us that organisations with an effective EVP can decrease annual employee turnover by almost 70%, and increase offer acceptance by nearly 30%. When carefully crafted and integrated, a compelling EVP strengthens organisational strategy and contributes to the achievement of business objectives, directly influencing the bottom line.
Many organisations think a list of benefits on a careers page will suffice. Yes, an EVP defines what an organisation promises its employees in exchange for their skills, capabilities, and experiences. But it goes beyond competitive salaries or perks. It is how you articulate the value you offer to employees, and the experience they can expect from a career at your organisation.
It’s about bringing to light the unique benefits that differentiate an organisation in a crowded job market.
And that starts with understanding what your people need and want from an employer.
What employees are looking for in 2025
Workplace trends have shifted dramatically in recent years, and employee expectations are evolving. Here are just some of the latest trends Rowland has seen across recent client EVP projects:
- Purpose: Employees, in particular younger generations, are seeking greater meaning from their roles. It goes beyond values alignment. It is about wanting to work for organisations that actually ‘walk the talk’ when it comes to positive impact and community — especially when it comes to global challenges such as climate change and social inequality.
- Flexibility: Four years post-Pandemic, employees continue to prefer flexible work arrangements, location agility, and even compressed hours. Many employees are demanding better work-life balance, reduced commuting time and costs, and increased autonomy to choose when and where they work.
- Health: An investment in employee wellbeing, health and wellness programs, mental health support, and a balanced approach to work remain top priorities for employees at all stages of their work lives, but especially a new generation of managers and business leaders.
The role of co-design in crafting an EVP
To truly resonate with employees, an EVP should not just be a top-down directive. Co-designing an EVP with employees across all levels and departments has three key benefits:
- Authenticity: Employees know best what makes your organisation unique. It is why they joined and why they’ve stayed. Their insights can help craft a proposition that genuinely marries your culture and values with organisational aspirations.
- Inspiration: The process of co-creating an EVP can re-energise your team, reminding them why they love working for your organisation.
- Buy-in: When employees contribute to the EVP, they feel a sense of ownership, making them more likely to advocate for and embody its principles.
Co-design can be a mix of employee surveys, focus groups, and workshops where team members share their experiences and ideas. These sessions often uncover hidden strengths and opportunities to improve the employee offering and workplace culture.
Key takeaways from Rowland’s EVP projects
Rowland has worked with a number of organisations to help uncover and articulate strong EVPs. Here’s what we’ve learned:
- Start with listening: Engage employees in the process to understand their priorities and pain points.
- Align with corporate strategy: Ensure your EVP aligns with your organisation’s mission, vision and culture.
- Keep it dynamic: As workplace trends evolve, so should your EVP. Regularly revisit and update it based on employee feedback and market changes.
- Communicate effectively: Once developed, weave your EVP into every aspect of your employee experience — from recruitment marketing to internal communications — tailoring EVP messaging for different audience segments.
- Bring it to life visually: Make your EVP engaging by using creative storytelling, compelling visuals, and dynamic formats to inspire and connect with employees.
By co-designing an EVP that reflects what your employees value most, you’ll not only attract new talent but also create an environment where your existing team can thrive and grow. In a world where workplace culture is more important than ever, investing in your EVP is an investment in your organisation’s future.
To find out more about how an EVP could benefit your organisation, contact our Employee Engagement specialists at corporate@rowland.com.au